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Dave Richardson

Here’s a Training Exercise to See How Well Your Team Knows Your Clientele

Here’s the fastest way to see how much your team knows about the customers they serve.

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Knowing Your Customer is Critical

WHY IT IS TRUE: Selling used to be about transaction; now it is about relationships. How many customers are in your database and what do you know about each of them?

PLAN OF ACTION: On a sheet of paper, ask your salespeople to write down the names of your top 50 customers. Ask them to write something they know about that customer, their spouse, hobbies, etc. Train your team based on how well they know your clientele.

 

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at editor@instoremag.com.

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Dave Richardson

Remember This Important Lesson on the Power of Posture

How a client stands may tell you what you need to know about whether they’re ready to buy.

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How a client stands may tell you what you need to know about whether they’re ready to buy.

WHY IT IS TRUE: Are their arms folded and closely tucked at their sides? This indicates that they might not be open to you. Are their bodies turned toward or away from you? “Away” can symbolize that they are giving you the cold shoulder. “Toward” you, on the other hand, can imply a decision for interaction and more information.

PLAN OF ACTION: Ask open-ended questions that get clients sharing their genuine wants and needs. By doing so, you will help them to move closer to the close.

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Dave Richardson

Here’s Why Having a Mirror on Your Counter Is So Critical

It’s not just vanity.

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WHY IT IS TRUE: This gives her an opportunity to immediately see how the beautiful piece of jewelry looks on her.

PLAN OF ACTION: Take this opportunity to observe her reaction, ask open-ended questions to reveal her feelings, and move for the close accordingly.

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Dave Richardson

Bad News Deserves an Explanation, Not an Excuse

Here’s how to talk to clients when expectations aren’t met.

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WHY IT IS TRUE: Many salespeople are scared to be the bearer of bad news, but customers appreciate honesty.

PLAN OF ACTION: Be up front, and be prepared to accept the consequences. Maybe the customer’s special order ring from the vendor did not arrive on time. The customer does not care about the problems the vendor incurred. Explain the actions you’ve taken to rectify this situation, and if necessary, offer any compensation you feel will help.

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