Vic Smith, owner of independent beds retailer Vic Smith Beds, poses the question: Why should a customer buy from you, and why today?
Most of us have, at some time or another, been asked the question why should a customer buy from you? So, do you know why?
A call to action! A reason to buy! Sale ending (if you’re DFS it’s Tuesday)! Think about it – you’re in a store shopping at the weekend when you would rather be elsewhere, anywhere, but not there. One partner may say under their breath – “there’s nothing wrong with my side of the bed/or sofa”.
Let’s say the stereotype Partner A says to Partner B, “if you’re not sure we can always come back on Tuesday”. For Partner B, this translates as it means Partner A is going to then talk and talk about this until you come back and buy on Tuesday. And if you don’t, there will moaning in your direction as you have missed the sale, which ends Tuesday. This also means setting aside more time and more of the same conversations until you commit to take the scenario seriously.
So, Partner B may say something along the lines of “if you like it, let’s just buy it now”, as they realise it’s saving/getting back time and saving money in the sale.
If you have never seen this or never understood this, you need to hand in your notice and leave your career in sales now, right now! Now those of you that are left – great let’s develop this in your store and let’s convert them into sales.
Don’t be scared of being direct, but of course, always be polite.
If you’re sure, be confident with the customer (check your facts first) – say to them, “you’re welcome to check other stores, or if you want, to save you petrol and parking money, not to mention saving your time, please feel free to use our PC and internet to check that we are the cheapest and best value and cannot be beaten on price”.
This clever wording stops them and closes down a reason to leave. Be very clear, don’t get them to use their own phone – this is a big no, no, as they can do that elsewhere and not in your store where they may find another company offering something completely different at what seems a far cheaper price, then you lose.
Should anyone, most unlikely, take you up on your offer, you can make steer them to check like-for-like and this attention to detail will see you as the cheapest, and in their heads, this means better and nothing to hide.
Now you have them in the cheaper store, what is the closer? When do you need this for? Is someone coming to stay? Is your back playing up at the moment? Is your bed broken? A sale coming to an end? If you’re serious and buying now, I can get it to you quicker? How are you paying? (With the latter, this is used everywhere because it works on the premise that they are buying and as soon as they answer with cash or card, all you then do is fill out the invoice, even if the couple haven’t even said. It’s typical that when one of the couple presumes that the other is going for it, they then get on side and go with it too.
So, I stress it again, if you have never seen this or never understood this you need to hand in your notice and leave sales now! It really, really is not for you. We all need a refresher from time-to-time, brush up, digest, learn, practice and apply. Then Sell, Sell, Sell!
