My wife had recently noted that our bed was beginning to have two distinct sags, and so on my lunch break I stopped in a mattress store. A friendly and knowledgeable salesman approached me. Over the years I have learned that you can usually pick up a tip or two from a seasoned sales veteran of any product. This gentleman was definitely seasoned in both age and skill!
I began our conversation with, “Why do people buy mattresses from you?” Without a moment’s hesitation, he responded, “There are three reasons people come into our stores to buy mattresses: they are new in town; they just got married; or they need a replacement.” He continued, “Anyone that comes through that door is a potential sale. Why else would you come into a mattress store unless you intended to buy?”
Lesson 1: Know your client’s probable buying motive.
Then I asked, “How do you qualify which type of need your customer has?” He said, “I only have a short time to build a relationship and get the customer to trust me, so I thank them for coming, give them a quick compliment, and start asking questions.”
Lesson 2: Get to know your customer by building confidence and trust.
As we completed my sale, another customer came through the door, and the sales pro added, “I am working in this store because it is in a newly developing neighborhood. We average 8-10 walk-ins per day and I have to close at least 5 to make my commission and pay the rent.” With confidence, and determination, I watched him close his third sale of the day.
Lesson 3: Know your market and recognize what motivates buyers.
Before I left, the salesman asked if I would stay for just a moment more and share with him the latest book I had read on sales skills.
Lesson 4: Constantly work on sharpening your sales skills. Doing so improves your close rate.
Remember, even when off duty there will be learning opportunities for you. For me, interacting with a fellow sales pro was invigorating and I found myself looking forward to closing my next deal.
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