Find out what your customers REALLY want
Find out what your customers REALLY want
I’d work with full-time sales assistants who, for the most part, chatted to each other, took payment from the customers, put in their time and collected their pay at the end of each week.
I figured that if I was going to spend eight hours (give or take) every Saturday behind that counter, I might as well learn as much as possible about the stock carried and the store’s customers.
Taking in whether they were wearing make up was usually enough of a guideline to assess whether the customer was likely to require help on selection or would prefer to look around in her own time.
I noticed that many of the women who stopped by the counter didn’t wear any make up and discovered by gentle questioning that they generally wouldn't spend money on what they considered to be frivolities. They most often wanted to buy a little something for some upcoming special event. Therefore to spend even four shillings (twenty pence) on a small lipstick and matching nail varnish (if they could find one) was a Big Thing. So we’d spend ages selecting the right colour lipstick first (nothing too bold or ‘brassy’), testing it out on the inside of the customer’s wrist, and then try and match it up with a discreet pearl effect nail varnish.
Sometimes they’d be particularly daring and succumb to some mascara (always brown rather than the harsher black, unless their colouring and skin tone dictated otherwise), and, on rare occasions, a gentle powder eye shadow.
I’m not making fun of these women; that’s the way it was then. And it taught me my first ever sales lesson, though I didn't think of it in those terms then:
They weren't buying a lipstick or nail varnish, they were buying something to give themselves confidence and, together we worked out what would suit them, achieve that desired result, yet let them stay within their comfort zone.
And they would come back!
I know that this is a somewhat simplistic example, but what we sell (unless it's a commodity) is usually what our customers see as a vehicle either to achieve a desired end or avoid something unpleasant rather than an end in and of itself. If you don't spend the time discovering what end they want to achieve, chances are your sales activities will be an uphill struggle.
Happy hunting!
Linda
PS More tips and pointers athttp://www.sellingforbusiness.com
Find out what your customers REALLY want - To learn more about this author, visit Linda Mattacks's Website.
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My first job was as a 16 year old Saturday girl at Woolworth's, where, for some strange reason, I usually managed to get what was regarded as the plum role of serving behind the cosmetics counter (this was in the days before self-service and paying at a check out).
I’d work with full-time sales assistants who, for the most part, chatted to each other, took payment from the customers, put in their time and collected their pay at the end of each week.
I figured that if I was going to spend eight hours (give or take) every Saturday behind that counter, I might as well learn as much as possible about the stock carried and the store’s customers.
Taking in whether they were wearing make up was usually enough of a guideline to assess whether the customer was likely to require help on selection or would prefer to look around in her own time.
I noticed that many of the women who stopped by the counter didn’t wear any make up and discovered by gentle questioning that they generally wouldn't spend money on what they considered to be frivolities. They most often wanted to buy a little something for some upcoming special event. Therefore to spend even four shillings (twenty pence) on a small lipstick and matching nail varnish (if they could find one) was a Big Thing. So we’d spend ages selecting the right colour lipstick first (nothing too bold or ‘brassy’), testing it out on the inside of the customer’s wrist, and then try and match it up with a discreet pearl effect nail varnish.
Sometimes they’d be particularly daring and succumb to some mascara (always brown rather than the harsher black, unless their colouring and skin tone dictated otherwise), and, on rare occasions, a gentle powder eye shadow.
I’m not making fun of these women; that’s the way it was then. And it taught me my first ever sales lesson, though I didn't think of it in those terms then:
They weren't buying a lipstick or nail varnish, they were buying something to give themselves confidence and, together we worked out what would suit them, achieve that desired result, yet let them stay within their comfort zone.
And they would come back!
I know that this is a somewhat simplistic example, but what we sell (unless it's a commodity) is usually what our customers see as a vehicle either to achieve a desired end or avoid something unpleasant rather than an end in and of itself. If you don't spend the time discovering what end they want to achieve, chances are your sales activities will be an uphill struggle.
Happy hunting!
Linda
PS More tips and pointers athttp://www.sellingforbusiness.com
Find out what your customers REALLY want - To learn more about this author, visit Linda Mattacks's Website.
Like this article? Share it with your friends
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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