New Normal Consulting | You can be an exceptional sales person. How?
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You can be an exceptional sales person. How?

You can be an exceptional sales person. How?

So you want to be an exceptional sales person? It really is not that hard. It just requires a bit of focus, passion and effort, oh, and following these few guidelines:

  1. Sell more. Seriously … selling IS your job.
  2. Leave your personal stuff at home. It doesn’t matter if your dog bit you, your wife left you, your car broke down or you just feel out of sorts. You have to learn to leave all of that outside The Benchmark walls. Like an actor or musician giving a performance, you must be “on” from the moment you walk onto the sales floor until the moment you leave. You have an important role to play so play it well.
  3. Be genuine about providing an exceptional experience for every customer who comes in this store. If you can’t do that, you need to change your attitude, mindset, or job.
  4. Keep your store stocked, organized, clean, inviting and fun to be in. If you have time to stand around a counter talking with each other, then that must mean your store is in perfect shape and ready to wow every customer.
  5. Never stalk a customer. The way you engage others allows them to experience for themselves that you’re interested in them as a person, not just as a customer.
  6. Never ask a customer how he’s doing or lead with “May I help you” and “Can I answer any questions.”
  7. Don’t over-greet or over-welcome your customer. Once a customer has made their way well into the store, a simple smile and “hello” is sufficient.
  8. Skip small talk and work to develop a relationship with your customer and making sure he/she has a great experience in our store. Remember: never ask a customer a question if you don’t care what the answer is.
  9. Listen more, talk less.
  10. Never talk at, down to or over your customer.
  11. This is NOT show and tell. You are here to sell products. The difference between showing a customer a product and selling it to them is that when you’re selling a product it means you know enough about the customer to choose the right product for him and demonstrate what you are selling is meeting a need … either current or future.
  12. Focus any conversation with your customer about a product on the outcome of the product and its benefits. The Benchmark customers are not coming in here to buy travel luggage for the sake of buying luggage. They are coming in here to buy luggage from you because they wish to buy something they need to move clothing and other items from one location to another. Focus on how their upcoming trip might be enhanced because of the product itself.
  13. Assume the customer is buying. Remove the idea that anyone is window shopping or using you to do research.
  14. Do something nice and unexpected for your customer. It will almost always result in a stronger relationship.
  15. Reducing the number of products you show a customer increases the odds of making a sale even more.
  16. Recommending one or two of those products improves the chance even more.
  17. Skip telling the customer everything you know about a product. Instead give them the information they need to make an informed decision. Better yet, use the products to tell stories that inspire your customer’s.
  18. The only way to be able to use a product to tell stories a customer can relate to is to gather essential information from the customer. That’s why just showing products prevents numerous sales opportunities.
    1. A customer comes into this store to buy luggage for a trip. You don’t ask any more questions so you only know she wants to buy some luggage so you show her what you have from Eagle Creek, The North Face, etc.
    2. A customer comes into the store to buy luggage. You ask her where she is going and she mentions she and her husband are taking a trip to Kenya to go on safari … something they’ve been dreaming of for years. So you show her a selection of wheeled duffels and luggage that will be perfect for a safari adventure.
    3. A customer comes into the store to buy luggage. You ask her where she is going, and in the process of her telling you about the safari, you learn this is their first trip together since the children went to college and they are so excited, but also nervous as they have never done anything like this. You are able to share with her some travel stories of your own, while you show her not only the perfect piece of wheeled luggage for her trip, but also other travel accessories she might need, travel clothing she will look and feel great.
Michael Hodgson

Michael Hodgson has worn many hats successfully over the last 30 years – store manager, retail general manager, content director for a dot-com startup, trade news organization co-founder and president, award-winning writer, business owner, guide service founder and director, non-profit board president, and speaking coach. He excels at working with individuals and teams to create new business entities or strategies that are profitable, meaningful, impactful and unique. He is a recognized influencer of the creative process and has a proven ability to build bridges between people and entities that become conduits of knowledge and collaboration — conduits that help to foster new business networks, new business development, inspire ideas, and lay the foundation for helping brands and people realize new ways of looking at challenges that before had appeared unsolvable. Michael lives with his wife, Therese Iknoian, in the Sierra Nevada foothills near Sacramento, California.

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