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| 05.23.08 Sales Tips for the Brick and Mortars  By Chris Crum Obviously sales are the cornerstone of any successful business. After all, if nobody's buying from you, you're not going to be in business for very long. However, there is such a thing as your sales team working too hard. What I mean by this is that they might be pushing the customers too hard to get them to buy. iEntry director of sales and overall wise person Susan Coppersmith says, "If you act hungry, you will starve." If your sales team is acting too desperate for a sale, the customer is likely to get turned off and not buy. Twisting arms generally doesn't work. It is possible that this "arm-twisting" could produce a sale, but then there is a good chance you are looking at buyers' remorse. This means that if the customer was talked into buying something that they were on the fence about, they might just get home and realize that they really didn't need or want that product after all, and then you have a return and that sale is canceled out anyway. Customer Comfort You want your customers to feel comfortable. Comfortable in your store, and comfortable with their purchases. Being comfortable in a store means not having salespeople constantly breathing down your neck. As I write this, I am reminded of a certain electronics store (that shall remain nameless) where I can't walk 3 feet without salespeople getting in my face, when all I want to do is look at some DVDs. Not only does this figure into my "customer annoyance" philosophy, but it's made it to where I hardly want to even go in their store anymore.
Letting a customer be comfortable in their purchase-making decisions means giving them time. Don't rush them into a sale. Be there for them if they need you, but give them some breathing room. More to Sales Than Salespeople A local car dealership near where I live advertises that at their place, "price sells cars". There is definitely something to that. Price sells. Quality also sells. If you can manage to provide these things well, it should cut down on how hard your sales team has to push anyway. Another strategy to try and boost sales would be product repositioning. Try different arrangements of your goods. Approach Matters In my opinion, when dealing with customers, a salesperson should simply listen to them and try to feel out each particular customer's needs. That includes the need to be left alone to shop. Don't have only one personality. Change it to correspond with what each customer needs you to be. I realize that that this is easier said than done, but if you can keep this kind of mentality, then your customers are likely to be happier, and happy customers tend to buy more. Pushing sales may seem like the logical thing to do to earn more business, but if you push too hard, it may actually cost you business. Do you agree with this approach?
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