8 Great Tips for
Creative, Dynamic Retail Selling

1. KNOW IF YOU’RE A SALESPERSON OR A CONSULTANT

High-achieving salespeople see themselves as consultants rather than salespeople. They see themselves as problem-solvers.

2. SOLVE PROBLEMS WITH INTELLIGENT QUESTIONS

The worst thing to ask is, “Can I help you?” That’s because it’s so easy for someone to say: “No.”

A slightly better question to ask might be, “How can I help you?”

Better yet, how about: “What brought you into the store today?”
“Actually, I’m looking for a gift for my wife.”
“Smart man!”

3. KNOW THE DEFINITION OF SELLING

Selling is the ability to communicate value. Before you try to sell it to your customer, learn to sell it to you.

When communicating value, show your customer how he will benefit. The more your sales presentation focuses on how it will improve his life, the greater your chances for making the sale.

4. KNOW WHAT YOU’RE SELLING

Charles Revson, founder of Revlon, said: “We don't sell cosmetics, we sell hope.” Question: At your store, what do you really sell?

5. LOVE WHAT YOU’RE DOING

Enthusiasm is more contagious than than the flu!

6. LOVE WHAT YOU'RE SELLING

Mary Kay, founder of Mary Kay Cosmetics says: “We only have 10 percent of the market. That means that 90 percent of the women are buying the wrong cosmetics!” Learn to develop an unwavering belief in the value of your product.

7. DEMONSTRATE WELL

Know how to demonstrate your product to customers. Again, the key is showing them how it will benefit their lives. Tupperware was originally sold in stores. But people looked at it and said, ‘Plastic is smelly, and the lids don't seem to close.’ Demonstrations were needed to show the value of the product.

Show your sales staff how to demonstrate well. Then say to them: “Show me.” This applies not just to selling merchandise, but to any task you have your employees perform. Don’t just say, “Understand?” Say, “Show me.”

8. ALWAYS CONCLUDE WITH THIS VITAL QUESTION:

“Did you find everything you were looking for today?” One, it demonstrates you care. Two, you might just sell them something else!

A BRILLIANT “HOW TO SELL” EXERCISE

Recall a sales situtation where the buyer was satisfied — either where you sold someone, or someone sold you. Now ask yourself: “What did I do to get them to buy?" or "What did they do to get me to buy?”

Joel Saltzman is a speaker, facilitator, and consultant who teaches people in business
to Shake That Brain! - for winning solutions AND lots of fun. Look for his latest book,
Shake That Brain!
, to be published by Wiley 2/06. Joel can be reached in San Diego at
(619) 543-9432 e-mail: joel@shakethatbrain.com
Visit his website: www.shakethatbrain.com


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