I may have mentioned this before (so I’ll keep it brief) but it bears repeating. I hate it when people try to sell me stuff.
I recently went to purchase a Nintendo DS Lite for my son (for neutrality purposes I would like to point out that other games consoles are available, if not in such lurid colours) and was intensely irritated by a sales assistant in what shall remain an unnamed toy shop.
Before going to said shop – I did a lot of research (as I like to do when purchasing anything above a tenner) – so I was pretty well set on what I (and to some extent my son) wanted. My aim was a turquoise (his choice, not mine!) DS Lite with the Mario Kart game.
I’d taken the time to look at the models available and I knew the Lite isn’t the latest version – but as my son is 6 thought this would be the best starter games console for him, and besides – he really wanted it. Full of the images of his face opening the present and the screams of excitement as he realised how great a dad I was, I entered the shop ready to spend some money.
I left the shop 15 minutes later as rich as when I entered and I’ll tell you for why. Whilst looking through the DS area I was approached by a sales assistant who I imparted my requirements to. I knew his time was up when he opened up with the phrase – “you don’t want to buy a DS Lite” and then proceeded to tell me why I wanted to actually buy a DSi in a package with 3 games I had no interest in (and 1 wasn’t suitable for a 6 year old boy!) but could then trade them in at a completely different shop for the game I did want.
Not only would I be spending in excess of £50 extra for the privilege – but I’d also have to visit a second shop!
I left telling him I needed to think about it, and hot footed to another shop you happily gave me what I asked for and gleefully took my money.
The moral of the story?
Selling is about listening.
If the assistant had actually asked why I wanted what I wanted he may have been able to help. Instead he told me what he wanted to say and lost the sale. The impact to this shop is £130 – and in the great scheme of things won’t mean they are closing down anytime soon.
But the principle works no matter how big the sale. If you don’t know what your potential customers want to buy, how are earth are you going to sell it to them?
Tags: sales, Sales coaching, Sales Engine, Sales training