This applies both to your conduct and to the thing being sold. Not only should you be a customer’s friend up to (and after) the point of the sale, you should do your best to convince the customer that whatever you’re selling will give him exactly what he wants - that it will solve his problem, save him money in the long run, etc. [2] X Research source
Don’t just listen to what a customer says - try to pay attention to how she says it in terms of facial expressions, body language, etc. If, for instance, a customer seems impatient or tense, you’ll know that you can probably satisfy him by offering him a quick, easy solution to his problem, rather than giving him a lengthy sales pitch for your whole range of products. [3] X Trustworthy Source Harvard Business Review Online and print journal covering topics related to business management practices Go to source
This being said, try not to be an annoyance to customers. When you’ve gotten a sale, you can back off somewhat and allow your customer some breathing room. For instance, you might say something like, “Great, I think you’ll be happy with this purchase. I’ll meet you at the register when you’re ready!” Customer service is key to starting a successful business.
This is a common sales tactic. For instance, car dealers let customers go on test drives and guitar salesmen let customers play on their instruments - even department stores let customers try clothes on before they buy them. If the thing you’re selling is intangible or something you can’t let customers touch before buying, think of another way to show customers its value. For instance, if you’re selling solar panels, you might help customers estimate the savings they’ll have on their electricity bill. An old saying goes, “Sell the benefit, not the product. " Focus on what your product or service allows your customer to do, rather than on the product itself. [7] X Research source
For example, if you’re selling televisions and you’re approached by a single father wrestling to control 3 unruly children, you might want to use your knowledge of your products to recognize that a certain model has extensive parental control options and to use this information as a selling point.
Additionally, try to streamline the purchasing process so that it can be completed with a minimum of hassle. Accept multiple methods of payment, offer options for enrolling in an installment plan, and keep paperwork to a minimum. Not only will this make your customer’s overall experience more positive, but it will also reduce the likelihood that customers will get cold feet before completing the process.
After making a major sale, consider sending a quick note or making a phone call to make sure your customer’s enjoying his or her purchase. This can give the impression of a friendly, personal relationship. However, don’t overdo it - most customers will eventually want to be left alone.
Some business even take this to a borderline-unethical extreme, increasing a product’s price so that a big, appealing, limited-time deal reduces its price to normal levels. This sort of trickery is unfortunate, but, sadly, common.
When in doubt, it’s hard to go wrong by complimenting a customer’s taste at having picked a certain product. A simple “great choice!” or “ooh, nice!” can work wonders.
For best results, make sure your efforts are noticed. For instance, if you have to schedule an appointment with your customer, pull out a schedule book and visibly cross out another appointment when you write theirs down.
The smartest salespeople present convincing pitches to the customer, then let the customer decide to buy the product, rather than pushing them to do it. While good salespeople do everything in their power to play up their product’s benefits and minimize its downsides, they never attempt to actually make the decision for the customer.
