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Going To Buy Customers
May 10, 2007
There are three kinds of potential customers that salespeople have to deal with on a daily basis. These customer profiles are 1) going to buy 2) not going to buy 3) on the edge. Each type of sales organizations deal with different percentages of these people depending upon the type of company. If you have a retail store in a mall your going to buys are probably much lower than if you have a destination location. A company that makes sales call by appointment has a higher percentage of going to buy customer than one with a showroom. The point isn't the percentages. The point is what do salespeople need to do with each of these customer profiles.
Today we will look at the Going To Buy customer. There are three specfic things that salespeople need to do with the going to buy customer. 1) Take the money. In other words don't do anything that would cause the customer to change their mind and not buy from you. Don't make a technical presentation if it is not neccessary. Don't say to much to talk them out of the purchase. I will never forget I was looking to buy a digital camera and the salesperson at the camera store told me I should wait a couple of years until the technology catches up with the price. I didn't want to wait a couple of years but what choice did the salesperson give me. I had to go to another store and buy a digital camera, at the second store they took my money. 2) Try to bump them up. Try to sell the customer a higher quality version of the same merchandise. In a customer service driven way of course. For example if I have a pair of shoes that cost $50. I wear them once and they are uncomfortable and give me blisters. That night they get thrown in the closet never to be wore again. On the other hand I have a pair that cost $200. they are very comfortable, I wear them 2 - 3 times a week and they last for a couple of years. Which is the least expensive purchase? The $200. pair of course. Try to bump the customer up and sell higher priced goods. 3) Try to sell additional merchandise. Selling add-ons is a customer service and is the only way for many customers to maximize both sales and profits. You have to try to sell additional merchandise.
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Posted by Brad Huisken on May 10, 2007 | Comments (1)
