Sales skills Persistence pays
Christine Knott, MD of retail training consultancy Beyond The Box, advises how to apply persistence to secure sales.
your conclusion, but may I just ask what led you to that final decision”. The secret is in the words you choose to use. ‘Conclusion’ and ‘decision’ subconsciously tell the customer that you are accepting their choice as final and they are more likely to reveal their reasons. As you listen you will be able to correct any misunderstandings, add important information and be creative in offering alternative solutions.
Beyond The Box has managed training programmes for major retail and fmcg brands such as Hoover, Candy, Curry's and PC World. For more information on the range of its services call 0845 270 6520 or go to
www.beyondthebox.co.uk
I
3 Enquire about ‘other options’ The other options may be product, supplier or solution. You can say: “That’s great but may I just ask...” and examine their ‘other options’. There may be something you can offer that will help them change their mind.
f a customer comes into your store or contacts you they have expressed an interest in your products. They may choose not to purchase from you but a bit of persistence gives you a greater chance to get this sale. Persistence is often interpreted as ‘hounding’ a customer, however it is about being focused on helping the customer and being creative in your approach.
Tips for persistence 1 Follow all leads – no matter how cold or old they are It may be a lead from the internet, a phone call or a referral. The reason for not following it immediately should never be an excuse for not following it up at all.
2 Investigate the ‘I’ve changed my mind’ Often people change their mind because they have misunderstood the information or have been given incorrect information. Most people are happy to engage in discussion if the question is put to them in a concerned way. You may say: “That’s fine, I appreciate
How it works I have recently been planning to buy a quartz worktop. The quote I’ve received from my kitchen supplier was over my budget by £800 so I decided to shop around. I left my details on a website and called a couple of local suppliers. I hadn’t heard from the website company but the suppliers I contacted all quoted £800 more than my budget. My next option was to find something I could afford and laminate was my choice. I was on the verge of making my decision when I received a telephone call from the website company I had left my details with two weeks earlier. Apparently my enquiry had only just been noticed so after many apologies the salesperson asked if I had made a purchase yet. I told him I hadn’t but had decided on laminate and planned to order it that weekend. Once he knew I still had money to spend he started asking questions. “Can I ask what has lead to you decide on laminate”?
I explained it was due to my budget. “Let me give you a quote for your quartz he suggested. I’ll get it over to you this afternoon so that you can have it before the weekend when you planned to order. In the meantime can I pencil in Saturday
28 The Independent Electrical Retailer August 2010
morning to come to show you other samples that may match your budget.” I had nothing to lose and agreed. The quote came in that afternoon and it was lower by nearly £300, but still higher than my budget by £500. He arrived on Saturday showed me a selection of other samples. Some were within my budget but the ones l liked were still too high. I decided to stick with the laminate, but before I had chance to order it I received a follow up call from Mr Website asking about the quotes. I explained the ones I liked were outside my budget and by how much. He suggested how I could bring the cost within my budget. Part of the cost included a quartz end panel, if I lost that it would reduce the cost by £500. Yet, if I couldn't have the end panel I’d rather not have quartz at all. “I’ll do it within your budget,” he said. “With the end panel. I buy the quartz in lengths and there will be enough to do your end panel within that cost”.
I was delighted because I was about to own the quartz work top within my budget. He was happy because he’d got his sale. I looked back on how it had happened
and realised how persistence had paid off for him. 1 A two week old enquiry could have gone cold – he still followed it up.
2. During the initial conversation he learnt I had changed my mind and was opting for something else. He didn't accept that as ‘no’, instead he asked me more questions to find out why I’d changed my mind
3. He learnt my other quotes. 4. He was covering himself in case his quote was too high by securing a date in the diary to show me alternative samples.
5. He was prepared to be flexible on price when he needed to be. Persistence does pay – and each hurdle is an opportunity to demonstrate great customer service. ■
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52