Engaging with the customer is important – but so is having the ability to manage the encounter wisely, and avoid losing time and other potential sales. Brian Barfield continues his series of articles on Modern Day Selling with a look at the fine line between rudeness and being the customer’s best friend …
In my last article I shared some insight into examining your selling style and how to create one that is more effective with the modern-day customer. To complement that topic, I’d now like to discuss a very important process that can make you more efficient and effective in selling to your customer – the importance of learning to manage your sales presentation.
The unfortunate truth is that many sales associates today do not know how to properly manage their sales presentation. Without this skill, you’ll find yourself in marathon sales that will drain you and exhaust your energy.
I’d like you to remember one thing in particular – the focus of your sale must always be on taking care of your customers and meeting their needs. I remind you of this because, if you are not careful, this insight could be used to manipulate and disconnect you from your customer. Without a genuine care for your client, my advice will only hurt you in the long run. Please keep this in mind.
In the past we have all been trained to ask the right questions that ultimately guide us to a quick close. The core of this concept is to ask the right questions, listen, and address the need.
Many of us have found great success in learning to ask open-ended questions and truly listening to our customers. Building on these concepts, I would like to share with you insight that will help you manage your sales presentation more effectively.
The first skill is the ability to cut the fat from your sales presentation. As a sales associate, you want your sales presentation to be lean, healthy and effective. Utilising the skills you have cultivated for decades, and combining them with an aptitude for personal communication, can achieve this goal. Remember, selling too little or too much can greatly affect your chances of greater success.
Here is an example. As you are engaging your customer, they share with you that their child just received the lead role in the school play. The proper way to handle this is use a new technique called AMMO. It stands for Acknowledge, Motivate, and Move On!
This is how I would handle that situation: “Wow! That is amazing Cathy! You must be very proud. I didn’t know that Zach was an actor. Those skills will serve him well down the road in life.” At this point I would move on unless the customer chooses to continue. Most of the time they are ready to move along as well, after you have acknowledged and motivated them.
There are two ways that same situation can snowball and cost you valuable time and precious energy.
First you acknowledge, motivate and stay on the subject for an hour. There is nothing morally wrong with that because you are building a solid relationship with your customer, but in today’s world of sales it can cost you dearly.
While you are going back and forth for that hour, three other potential customers have walked in and you have missed an opportunity to impact their lives in a meaningful way. Even if the original customer purchased something, your time could have been more efficiently and effectively utilised tending to the others.
The second negative scenario would be to acknowledge, share your own story and fight it out for who has the better story. It sounds silly, but I see it happen all the time.
In our scenario it would go something like this. “Wow! That’s great Cathy! You know my niece Sally was the lead for last year’s play.” Now that stage is set, you both are going to give your best performance to make sure that your story stands out the most.
“I am not suggesting that you be rude or ignore your customer’s excitement or experience – but that you make it all about your customer, and not about yourself”
It sounds funny, but when you see it from afar it is tough to watch – especially if you are a store manager or owner, because you are watching potential business being carried out by other sales associates that are less talented or skilled.
I want to be very clear that I am not suggesting that you be rude or ignore your customer’s excitement or experience. As you can see, there is a very fine line between being viewed as shallow or as the customer’s best friend. I am simply suggesting that you make it all about your customer, and not about yourself. Do not steal their show. Give them the passion and energy they deserve, while at the same time managing your time more wisely.
The next time you go into a sales presentation, make sure that you are more aware of your time management and potential to become more effective and efficient. Learn to master that fine line, and give your customer an amazing experience while creating more opportunities for yourself to make a living. There is nothing wrong with being successful and making money if you are doing things the right way.
In my next article, I will share with you the importance of selling with vision and insight.
Brian Barfield is a two-time published author who specialises in retail sales training. His Modern Day Selling series offers a unique perspective in teaching sales associates how to reconnect with their customers and achieve greater success in their sales career.
