The average consumer of an industrialized nation is exposed to approximately 3,000 advertisements and brand symbols per day. Working men and women come home from their jobs to find endless messages from telemarketers, and sales calls continue to pour in - even after 9:30 PM!
How does today’s salesman woo the cynical, exhausted and oversold consumer? Most sales literature emphasizes the hard sell, waxing poetic on its nuances, molding the budding businessman into a more aggressive version of his self – a self that often leads customers into closing a sale by not giving them a moment to think critically about the product. Many people are uncomfortable about rejecting those who approach them, so they are often pushed into unwanted sales during the high-pressure pitch.
The secret to long-term success with this customer lies in using the tactful art of the Subtle Sell. The Subtle Sell consists of three components, which follow below:
• Enable him to trust you. When a customer begins to browse, he cynically expects a salesman to hype whatever he touches, no matter how unbecoming the product’s relation to him. When he asks you for your personal opinion, give it kindly, and if it is a negative opinion provide a more attractive solution – within his price range, of course, and within what you gather suits his personality. He’ll be surprised by your candidness, more prone to take your word seriously, and more willing to close a sale with you. Sincerity fosters a sense of camaraderie, and feeling as though you’ve made a friend always makes a sale a more enjoyable experience.
• Let your customer feel you value him. Many customers, expecting a hard sell immediately upon entering a place of business, use any subtle aggressiveness from salesmen as an excuse to leave. Meet your customer’s eye and say hello as though you really mean it. Ask him about his day and bring him gently out of his shell. If he isn’t willing to talk, don’t make him, but make it clear by your body language that you’re the person who will listen when he finally is ready. The end goal is to make him feel you value and like him even if he chooses to walk away from you without a purchase.
• Make him feel he contributed to the purchasing process. Never push someone into purchasing something that is out of their comfort zone, and even as you suggest this item or that, ask his opinion or find out how he feels about the product. Feel him out – note his body language, the way he holds the item. If he doesn’t like it, what’s wrong with it? Correct your error with something better. Even if he walks out of the store having purchased exactly what you wanted him to, make sure he’s proud of the decision he made – not the decision you made. He’ll appreciate you more for it and be happier with his purchase.
The three components of the Subtle Sell do not only benefit your pocketbook. You’ll also find yourself experiencing more relaxing, enjoyable interactions with people, often making new friends along the way. Your customers will also feel the difference, and will reward you with continued business, goodwill, and recommendations to their own family members or close friends.
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