Power Up - Marketing and Selling for Greater Success

The failed approach - "Can I help you?"

Tis the season for retailing and shopping.  And as more of us browse the shelves of our favorite stores we encounter more sales clerks asking, "Can I help you?"  This is a double-edge sword and in my recent marketing and advertising class at the local university we discussed the positives and negatives of the direct question that is so often asked - "Can I help you?"

On the surface it seems the appropriate inquiry since the clerk is there to help the shopper.  However, any shopper who has worn through a credit card or two knows the point behind the question is "what can I sell to you?"  Most people are put off by this and even try to avoid eye contact so as not to be "shopper molested."  The clerks, if they don't approach the customer are criticized by management and the sales numbers sometimes reflects a non-engaging clerk.

What can the clerk do?  What should the sales manager do to stimulate sales and get the customers engaged in a conversation to express their shopping needs?

"Excuse me, I don't want to bother you, but have you seen the new line of sweaters for sale?"  How does that approach strike you?  I believe it is the right way to engage the customer on several levels.  First, the clerk is polite and essentially apologizes for bothering the customer.  If someone is going to be upset about being approached by someone that is polite then the customer has the problem.  Second, the clerk is bringing to the customer's attention a great new product line.  Third, the items are on a special sale and who wants to miss a sale item?

The point is that if we approach shoppers with sincerity and are thoughtful and bring something of value to their attention, we will be seen as not being a bother but a resource and are able to have a more comfortable conversation with our customers.

With the increased convenience of the Internet, retailers need to be more astute than ever before on how to engage customers in a comfortable way.

Enjoy your holiday shopping.

Sugar Cookie Solutions

The current economic situation is perplexing for every business person.  Some are surviving and thriving, albeit  apprehensively, while others are flummoxed and looking for a solution to the market that has disappeared or dried up for their products and services. 

At times like this it is often tempting to reach for the nearest sugar cookie solution and think that it will be your salvation.  This has caused companies in the past to suffer even greater loses than they needed to.

The problem with sugar cookie solutions is that they are very tempting but not satisfying over the long run.  In fact, by the time you implement them you come to realize the shortsightedness of the decision.

Tough times require more introspection and action than simplistic steps.  I coach business owners that they need to take a step back to reflect on what has happened within their business over time and has it been structured correctly to meet the needs of their market.   I then tell them to step out of their business and into their customer shoes and those of their prospects and determine why they would want to buy from the company.  These two simple exercises allow for some profound insights by the business owner.

Often the new strategy that we develop takes more effort than a quick simplistic action, but the results are more meaningful, substantial, and sustainable.  That leads to greater sales and profitability.

Take a moment to reflect on your business.  The time will be well spent.

Sell More During the Sale

I walked into the nice restaurant for a breakfast meeting and knew I had a full day of meetings that was going to go into the evening hours - encluding a dinner meeting.  I met my fellow associate for breakfast and as I purused the menu I saw it.  It was right there on the bottom of the breakfast menu.

It stated quite clearly, "If you are wanting to have a delightful dinner, our restaurant has excellent entrees along with a full cocktail service, all at affordable prices."  They planted the seed.  I did not want to take time to do a restaurant search since my day was already full. 

What a simple way to make the extra sale - just mention other services, which may be obvious to you, to the prospect who may not be thinking long term as you are wanting them to do.

How can you incorporate this soft sell, the planting the seed for the next sale, into your current selling approach?  I believe it is worth taking a few minutes to consider how to.

And, yes, before I left the restaurant, after seeing the service and food exceeded my expectations, I made reservations for dinner.  Simple, easy, and convenient for me, and a very profitable sale for the restaurant.

Have a great time selling.