Twelve Key Maxims for Retail Salespeople!
Part 17— by Scott Morris
Share these 12
key maxims with your salespeople to let them know “HOW” they can help achieve your
company’s “WHY.”
You hear a lot these days about how critically important it is for companies and salespeople to define their
“WHY.”
However, it is also vitally important for both to define their “HOW!” While it may only take a day or so to
define your
Why, defining your How is an ongoing process that needs to be re-evaluated and fine-tuned often. Why is that so?
Your
competition is constantly improving, as are industry best practices and know-how. However, the core nuggets of
wisdom
regarding sales team betterment are timeless. That’s why the following “12 Key Maxims for Salespeople” are
essential to
share with your sales teams!
#1 Always Keep Busy!
Happy people always seem to be busy. Why is that the case? When busy, the body releases endorphins that put
people in a
better mood and give them more energy! So, stay engaged in simple activities such as straightening the showroom
or
putting supplies where needed at key points on the sales floor. When it is your turn to greet the customer, you
will be
ready with the “right frame of mind.” Those who perform poorly in sales, you’ll notice, always seem to be
sitting around
waiting for their next turn to greet customers. However, that causes them to have such low energy levels that
they just
don’t have that “spark” or warmth to take their initial conversations to the right place. It pays to remember
that
there’s no such thing as a “good” but lethargic salesperson!
“Those who perform
poorly in sales, you’ll notice, always seem to be sitting around waiting for their next turn to greet
customers.”
#2 Downtime Is For
Learning and Practice
Spending slow time improving furniture presentations helps salespeople in many ways! First, it keeps their minds
focused
on selling. Second, thinking about new and innovative ways to make the merchandise “speak” to customers surely
improves
sales! When is the right time to experiment with different demonstration techniques? It is certainly in advance
of being
in front of a customer. There is also a benefit to your store’s culture. When peers recognize that superior
performance
is based on constantly trying to improve, the enthusiasm automatically becomes contagious!
#3 Help Customers
Make the Right Decision
When someone comes into your store, they often lack crucial buying insights and basic knowledge about furniture.
Why is
this so? Consumer Reports is excellent for comparing computers, major appliances, cars, and televisions. With a
few
keystrokes, consumers can search for items on the web to gain instant perspective. For furniture, however, there
are
just too many products and brands. You, the salesperson, are your customer’s only “trusted advisor” when making
furniture purchases! They need you to be honest with them, to “step up,” and to have their best interests at
heart.
Always assess their current and future usage needs and advocate on their behalf!
#4 The Only “Justice”
Is Another Up!
Have you ever written a large sale and then decided to take it easy for a while? A lot of salespeople routinely
do that.
They feel like they made their quota or goal for the day and deserve to take it easy! However, that’s the worst
time to
sit back and skip your next “up!” Why? You have a lot of momentum working in your favor! You are in a great
mood,
optimistic, and have a positive vibe that the next customer will instantly pick up on! That will help you bond
automatically with your customer and increase your chances of getting that next sale!
But what if you just worked with a tough customer and felt you should get off the floor for a while? That could
be a big
mistake as well. The reason is simple. Back in the lunchroom, you are likely to replay the negative scenario in
your
mind. The best way to get over it is to take your next up. On average, working with your next customer will be
much
easier. Here’s a thought for you: If you let a difficult customer take you off the floor, it could cost you two
sales!
#5 You Can Sell
Everybody on “You!”
You cannot sell every up. There are many legitimate reasons why people don’t buy on their first store visit.
Perhaps
they are just shopping for ideas. It may be that the person you greeted is scouting for an item or items for a
son or
daughter. That doesn’t mean you can’t “sell them on YOU” as a prelude to doing business with YOU in the future.
Be sure
to treat every shopper with kindness. And share every bit of your considerable expertise with them, as if they
were
getting ready to write a check today!
“Offer a spiff to reward salespeople
for each repeat customer sale. Then, when tracking total monthly sales per
salesperson, break out sales from repeat customers.”
#6 Get a Little Better
and Make a Lot More!
When you get a little bit better at selling, you will start to earn a lot more! Here’s what I mean. When you get
a bit
better at closing mattress sales, selling protection, converting customers to credit, adding on accessories, and
getting
be-backs, all those small wins will make a HUGE difference in your paycheck! The added sales alone will become a
large
factor. Bonuses may kick in, as may higher commission rates if your pay plan has a graduated payout scale. By
improving
your sales skills by just 20% you can easily make 30% more!
#7 Tough Customers React
to Previous Experiences
Have you ever had a customer refuse to talk with you or strongly object when you greet them? Let’s say your
initial
greet is, “Hi! Welcome!” To which they respond, “If I need you, then I’ll call you!” Then they shove their phone
in your
face, do a 90-degree turn, and storm down the aisle in an annoyed manner.
Why do some shoppers behave in such an unfriendly way? Most of the time, it’s because they’ve had poor
experiences with
other salespeople who’ve been pushy, self-serving, and unprofessional. The situation might be entirely different
when
you attempt to re-approach them later. But if you sense that you are getting the cold shoulder again, ask, “Do
you still
need some time on your own?” I found that technique usually works very well!
#8 Strive to Make Everyone
a “Repeat” Customer
There are only two types of customers: first-time and repeat buyers. Every top salesperson gets most of their
volume
from repeat customers! If asked, “How would you define a truly great salesperson?” My answer would be, “Someone
who does
such a great job helping their customers make a properly informed decision that a large part of their business
comes
from their satisfied repeat customers!”
To bring home this point in dramatic fashion, I suggest that managers offer a spiff to reward salespeople for
each
repeat customer sale. Then, when tracking total monthly sales per salesperson, break out sales from repeat
customers. If
you post those numbers, you will quickly see exactly what I mean, and more importantly, so will they!
#9 Be a Team Player, Help Others Become Better
When new salespeople complete orientation training, they acquire a great deal of knowledge. However, there is
still much
more to learn! There’s only so much that a person can initially handle and process.
After all, it can be quite overwhelming to learn about the business, its rules and regulations, how to handle a
sale,
credit plans, insurance plans, the computer system, the selling process, and all the things offered!
New salespeople need the help of managers and more experienced salespeople to show them how to present furniture
in the
best way and to learn the natural “step-ups” and “step-downs” in the mattress department. A bit of help can
often make a
huge difference in their performance and lives! Senior staff members should offer help whenever they can. Always
ask
permission. For example, say, “Is there something you’d like to know a little more about?”
“When you get a little
bit better at selling, you
will start to earn a lot more!
By improving your sales skills
by just 20% you can easily make 30% more!”
#10 Develop a Sales Culture
of Sharing Knowledge
There is something extra special about a store where a collective effort is made to help everyone improve.
Customers
immediately sense and react positively to this kind of open and friendly atmosphere. Managers can help stimulate
knowledge sharing and improve salespeople’s daily focus by asking questions such as, “Team, how many different
good uses
can you come up with for a nightstand?’’ Here’s another, “What’s the phrase that works best for you to get
someone to
test a mattress when they didn’t come in for one?” Ask them to write down their answers and share them with you
at the
end of the day, then present them at your next sales meeting.
#11 Help Your Management
Salespeople should view store management as part of the sales team! Quite often, store cultures have an
“Us-vs-Them”
mindset. Managers carry tremendous workloads. They handle problem customers and difficult employees, diffuse
“touchy”
delivery situations, try to prevent cancellations and deal with difficult service issues. They are under daily
pressure
to hit sales and operations goals and must quickly switch gears to close sales, greet customers, coach, and, of
course,
present informative and motivational sales meetings! Therefore, everything works better when salespeople support
managers. Human nature is such that when you go out of your way to help someone, they will do the same for you.
That’s
called “winning as a team!”
#12 Be a Positive
Influence on Everybody!
I still recall the warm greeting from a friendly salesperson when I arrived at a store many years ago for a job
interview. He had a big smile and a genuinely warm demeanor. It made me feel like I wanted to come to work
there, even
before I had learned anything else about the store. Every time I passed by that salesperson at work, I recalled
that
feeling from when I first met him. They say, “The first impression always makes a lasting impression.” You never
know
how much the first impression you make can impact someone’s life!