What do I have to do to spend my money?
I went shopping for clothes today.
My plan was to buy a navy blue sports coat, a couple of shirts and ties and maybe a pair of shoes.
Understand that as a sales trainer, I want people to ask me to spend my money. I'm not going to buy unless asked. Unfair you say. Maybe but here's the thing... Unless you ask me to buy, I won't.
How hard would it be for me to spend maybe $1,000? As it turned out, very. Let me recount what happened.
Store 1. A well-known CBD menswear store. Actually they were having a sale - up to $200 off sports coats. I went to the display, took a coat off the rack and put it on. A size too small. A well dressed, well-groomed senior staff member came up and said there was one in the next size and gave it to me. I tried it on and it fit and looked good.
Reduced to $399 and there's me with cash in my pocket... I said I wanted to look at shirts so he put the coat back and left me alone. taking two shirts I went to the tie rack and picked out two nice ties. Then I took them back to the coat rack and held them next to the coat.
Talk about giving out buying signals!
I was completely ignored. All they had to do was to say, "Great selection - they go together really well. Was there anything else you wanted?" and over $700 would have found its way into their cash register.
I left the store with my wallet intact and no new clothes.
Store 2. Drove from the CBD to a suburban mall. I knew the store I was going to; found the sport coat rack, tried one on as two staff watched. I looked at myself in the mirror, went to get a shirt and tie and held them up in the mirror too. No one spoke to me. I was there for ten minutes and again left with my wallet intact. Of note was that there were no other customers in the store at the time.
Store 3. A little more down-market this one - a guy with a purple open-necked shirt hanging outside his pants (looked like the host from a reality TV show like "Idol"). He saw me hovering around the coats and asked me if I knew my size. I told him and he showed me where they were, giving me four different colours and styles to try on. He was really helpful, explaining fabrics and what to wear with them. I politely told him that they weren't quite what I was looking for so what he did next was to refer me back to store 2 where he said they had "better brands"
No sale. Three times I'd tried to spend several hundred dollars. As I write, it's still in my wallet.
No one asked me why I was buying the clothes; what I was planning to wear them with or where I was planning to go when wearing them. No one attempted to get my name for their list. No one bothered to ask me to buy. It's so simple, it's annoying.
Please understand, I don't want to be sold, I want to buy but I sometimes need help. Here's the message: If you don't ask, you won't get.
Brought to you in the interests of better customer service, more sales, more repeat business and more referrals.
Do You Make It Easy For People To Buy From You - To learn more about this author, visit James Yuille's Website.
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James Yuille
(Visit James's Website)
James Yuille is best known for taking a
straightforward approach to customer
generation and retention. His sales career
started when he sent a direct sales letter
to a potential employer who hired him
without even interviewing him. For 33
years he has generated new business in a
variety of markets; representing
multinationals and small business with
both products and services. He has sold
the 'unsellable' and has taught hundreds
of salespeople how to improve their
results. He provides practical, sensible
cosultancy services to small and medium
sized businesses and has been responsible
for many successful on and offline
marketing campaigns. More than a marketing
consultant, yet not a business coach,
James partners with his clients to see
things from their side of the desk.
He is a trainer, consultant and copywriter
who is interested in two things; helping
you identify what works and keeping you in
focus.
Find out more about James Yuille at www.Jam
esYuille.com
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