So maybe becoming better at your job (becoming a better salesman)
is not such a dumb idea. Here are a few ways you can help
improve your performance.
- Learn and be aware of the four steps
that occur in every sale. (See the five "Feature Selling"
pages included in this book).
- Develop the discipline to learn your
products. We will try to provide separate feature sheets
for just about every individual product we supply. Ask the
reps for your other lines to help you with sales ideas and
product knowledge. It happens to be their job and most of
them will eagerly help you if you will ask them.
- Read the merchandising idea sheets included
in our book. As a professional, it is in your best interests
(higher interest and closing rate) to insure good merchandising
of the products in the store. Be a critic - is every item
displayed in a manner to help create interest? Is the merchandise
clean? Are the drums and guitars tuned? Are there product
feature sheets displayed near the product.
- SELF IMAGE - THE MOST IMPORTANT
ASPECT OF SUCCESS. "YOU are what YOU THINK YOU ARE!"
Others will view you, only as well, as you view yourself.
If your self esteem is in the dumper, others will probably
hold the same opinion of you. If you see yourself as a knowledgeable,
courteous, professional (and work to make this true), you
will enable your associates, competitors, and most importantly
your clients, to view you the same way.
- Human relations skills will always be
in "the developmental stage" for your entire lifetime.
The key to success is to continue to improve. EVERYONE
IS A SALESMAN, LIKE IT OR NOT - SOME ARE JUST BETTER AT
IT THAN OTHERS. It is to your advantage to improve these
Rule #1 - GREETING SOMEONE
WHO WALKS INTO THE STORE
Whenever we walk into a store, chances are
the first thing we hear from a salesperson is: Can
I help you? Almost immediately, we will reply No,
I'm just looking. Right? I refer to this as "Dueling
Tape Loops". We may as well install a button on a convenient
counter that activates a recording of "Can I help you?"
and we can have another button close to the door which will
activate a "No, I'm just looking" recording. If
we were to do this we could get the nonsense over with quickly.
The best way to acknowledge the presence of a client is to
say "hi" or "how are you doing", act as
though we are happy he or she came in (we better be - these
are the folks who determine our lifestyle), and allow the
person a few moments to orientate themselves to our store.
Rule #2 - THROW AWAY THE
The word customer has been overused and
abused for too long. Many people resent being called a "customer".
Many sales clerks have used the word in an almost derogatory
way - "Mr. Smith - there is a customer here to see you".
A more pleasing way to say things would be "Mr. Smith
- Bob James is waiting in the showroom for you".
Rule # 3 - DEVELOP THE FINE
ART OF LISTENING
Probably the fastest, best way to develop
a friendship or association with someone is to really listen
to what they are saying. Remember the last time you talked
to a salesperson and he interrupted you and interjected what
he thought you were going to say over and over? Remember how
frustrating it was because you couldn't "get your message
out"? You probably didn't end up buying anything that
day. It takes work and discipline to avoid making this mistake.
Trust your brain! It works in nano seconds and your turn to
talk is coming. AN OLD MAN ONCE TOLD ME THE BEST WAY
TO GET ANSWERS IS TO BE QUIET. HE ADDED THAT IT WAS ABSOLUTELY
IMPOSSIBLE TO LEARN ANYTHING WITH MY MOUTH OPEN! HE WAS DEAD
ON! How can we qualify a customer if we fail to listen
to what he says? THE BEST COMPLIMENT YOU CAN EVER GIVE IS
SHOWING INTEREST IN WHAT A PERSON HAS TO SAY. People tend
to like individuals who really listen to them. Most of us
enjoy the sound of our own voice and feel flattered when others
listen. By the way, USA Today recently published an article
listing the main reasons for divorce. Number one was "We
Rule # 4 - A SURE FIRE SELLING
Absolutely the fastest, greatest and best
way to create a positive trading atmosphere with anyone is
to find something, anything, you can like or appreciate about
the person you are dealing with. Each one of us has the inborn
need to be liked, respected, and admired. Doing this or developing
this type of positive attitude towards our clients is probably
the best "sales tool" that exists! This is probably
easier said than done, however, there is good in everyone
on earth. There are a few people out there who will make this
difficult but there is good in those people if we look hard
enough for it.
Rule # 5 - REMEMBER WHAT
MONEY IS. . . .as if you could forget!
Rule # 6 - REMEMBER THE DEFINITION
OF A SALE.
Rule # 7 - REMEMBER THE DEFINITION
OF A SALESMAN.
Rule # 8 - WHO ARE THEY?
YOU KNOW. . . THE PEOPLE WITH WEALTH, POWER,
PRESTIGE, AND THE ABILITY TO AFFECT THE LIVES OF MANY PEOPLE.
IN MOST CASE "THEY" ARE THE PEOPLE WHO HAVE SUCCESSFULLY
DEVELOPED THEIR HUMAN RELATIONSHIP SKILLS TO A VERY HIGH LEVEL.
Contributed by the late Jim Matthews
of JCBE Marketing - Greencastle, IN.