Adam Hankinson, Managing Director at Furniture Sales Solutions, talks about the magnificent 7.
Few readers will remember Yule Brinner and his motley band of master gunslingers, expert marksmen, hired to train villagers to protect, nay liberate, their besieged village.
Like the magnificent 7 there are hero questions in sales that when used in conversation in a deliberate and intentional manner help the customer “tick” all the necessary boxes in their mind to go ahead with the order in the end.
Firstly, understand that any considered purchase requires exactly that – consideration. Before we make any major purchase, we check in our mind our criteria, take for example a holiday: you’ll need to know where, when, how you’ll get there, who with, travel arrangements, amenities, catering arrangements, accommodation, location, proximity of restaurants, bars, beaches, attractions, budget etc.
Similarly, if you were buying a new laptop your list of requirements and must haves might include memory, speed, weight, operating system, screen size, screen definition, additional features, cost, finance, will it do what you need it to-the list goes on.
The same is true when sofa shopping.
Combination, sizes, access to property, colour, comfort, practicality, functionality, quality, value for money, finance, brand, guarantee, delivery time, who will deliver, how much for delivery etc.
Each of the examples above will change in their specific needs and wants depending upon the requirements of your customer.
The magnificent 7 are a series of assumptive questions that we ask for confirmation of when we already know the answer is yes.
As we chat with the customer one of the first things we establish is “is it leather or fabric you’re thinking?”
“Fabric….ok great so it’s fabric..” nodding…
First “yes”.
As we chat some more we discuss their current combination of seats and new requirements eventually agreeing that it’s a 3 seater and a 2 seater….
“So you’re happy with the 3 and the 2 seaters then..?” nodding.
“Yes, they’re good”
Second “yes”.
The conversation goes on naturally,we build rapport asking other lifestyle questions and delving deeper into the customers must haves-the none negotiable elements that are most important to them.As we chat we gain further agreement confirming that they’re happy with standard backs, like the dark feet option and love the biscuit coloured aqua clean fabric option. That’s the 3rd,4th and 5th yes nailed down.
We can feel that we’re getting nearer to complete satisfaction for the customer and the final “ok we’re happy to go ahead.”
“You said you wanted delivery in September- these sofas are made to order for you and would arrive in the 3rd week of September-does that work for you?”
“Perfect.” 6th yes.
“Ok great”
“We discussed using our interest free option so your payment would be around £190 a month, after your deposit, and that would start in October does that sound good?”
“Yes, that’s great how much deposit?”
7th yes.
“Anything over £500 how would you like to pay that cash, card or bacs?”
“Debit card please.”
“Great.”
Making any big decision requires the journey of making a number of smaller decisions first.
It’s easier to make these micro decisions because they feel separate from the full commitment of eventually going ahead – you can take the time to think each decision through in isolation confirming each in a calm, clear way.
Try consciously breaking down the choices your customers have to make and discussing each element in isolation and getting agreement as you go – it’s like closing the doors of a corridor as you head to the exit.
In current trading times we have time to spend with each customer- spend it with your trusted friends – the magnificent 7 – they’ll serve you very well – don’t you agree?
