"How can money be the root of all evil, when shopping is the cure for all sadness..." Elizabeth Taylor
Don't believe everything you hear. Just because the press says the economy is sliding downward doesn't mean your sales will be affected. Your mental mindset plays a tremendous role in your success.
While it is difficult to maintain a positive perspective during times like this, it is essential to keep focused on your main objective. Associate with positive, like-minded people and avoid 'doom + gloomers' like the plague!
Consider shopping. Many women enjoy doing it, seeing it as a form of entertainment or a social experience shared with like-minded, well, women. Men, on the other hand "tend to not enjoy the same shopping experience as a woman."
To get them to go shopping in the first place and then engage them in the experience you have to be able to communicate more directly to them. No doubt you’ve heard the saying: “Treat others the way you’d like to be treated”. Some of us even try to live by this rule. However, when it comes to selling – it is sooo wrong. It should actually read “treat others the way they’d like to be treated”. And this is particularly true when it is a saleswoman selling to a man or a salesman selling to a woman.
Male and female brains are different in important ways that affect our attitudes and behaviours. Men and women typically communicate differently. For example, scientists tell us that women communicate four times more than men, ie. talk more, more verbal, more chatty.
Retailing is about selling. Everything we do is about having customers purchase merchandise from us.
We make our shops look nice so that customers will buy more merchandise.
We advertise so that more customers will buy.
We promote so that more customers will buy.
But if we do everything right - we have the best displays, the best location, the best advertising, the best promotions, the best merchandise, at the lowest possible price - and a staff member ignores or insults a customer - it's all for nothing.
Successful retailing depends on positive contact between the customer and staff. Think of selling as providing a service. After all, that's what your customers want.
Too many small business people spend inordinate amounts of time and money trying to increase their profitability by attracting new customers, when all along they’re allowing a goldmine of profits to slip by right under their nose.
What is a Bump?
On each and every transaction you have the opportunity to increase your margins dramatically with a simple “bump” or “up-sell”. Bumps are offers made at the point of sale by giving a simple suggestion.
For instance, when I’m on the road, one of the easiest places for breakfast is McDonalds. I always order a Sausage Muffin and a flat white and each time I go to order, the counter person asks me if I’d like to have the large coffee. Errr, yeeesssss. This is a good example of a bump.
Remember: ALWAYS talk on purpose.
Purpose: resolution, a thing intended
The Australian Concise Oxford Dictionary
Experience doesn’t necessarily teach anyone anything. It can mean a repetition of mistakes.
What we need to do is make a deeper study of the relationship between the buyer and the salesperson.
Many salespeople have proudly announced that they have been paid a handsome compliment by a customer. ‘Do you know what they said? They told me I was the best salesperson who had called on them that week!” In fact, this was an indirect criticism, for the salesperson must have made it obvious to the customer that they were making an effort to take an order; and this is the worst form of salesmanship.
Selling has been called the gentle art of giving other people your own way. That sums it up pretty well.
High pressure selling is usually fraudulent selling, and an aggressive salesperson gets nowhere with a professional buyer. Nevertheless, a salesperson must be determined to obtain an order, although the determination mustn’t show.