Connect with us

Shane Decker

Shane Decker: 20 Questions

Answer ‘yes’ to every one of these after each sale, says Shane Decker.

mm

Published

on

DURING THE HOLIDAY season, we tend to “clerk” sales and skip over those little things in our presentation that mean the difference between making a single sale (or worse, walking the customer) and making a customer for life. You should be able to check off the actions listed below for every single sale that you make. Otherwise, your presentation is incomplete, and you’re costing yourself business.

1. Was the sales floor covered when the customer came in, with a salesperson standing in the “sweet spot?” (That’s the left side of the store, looking out, about 15 feet from the door — see July 2007 column)

2. Did you make sure not to violate the Five-Second Rule? (That is, was the customer smiled at, greeted and spoken to within five seconds of entering?)

3. Was the greeting sufficient? In other words, were you really willing to wait on the customer, and did he or she feel comfortable?

4. Was your greeting creative?

5. Did you make positive eye contact with the customer and show positive body language?

Advertisement

6. If the customer said he was “just looking,” did you engage him further by asking questions or showing him something?

7. Did you introduce yourself and get the customer’s name at the beginning of the presentation?

8. Did you take a product out of the showcase and hand it to the customer?

9. If it was a repair or battery customer, did you use a lead-in line like “Let me show you this” rather than letting her stand there?

10. Did you ask relationship-specific and selling-specific questions? (Relationship-specific questions help you to get to know the customer; selling-specific questions help you find out what he or she wants to purchase.)

11. Did you handle the customer’s objections and close each objection with speed and accuracy?

Advertisement

12. Did you exude professionalism, and did you listen?

13. Did you sell company benefits (reasons to buy from your store specifically)?

14. Did you romance the item shown, selling feelings and emotions as well as perceived value?

15. Did you close all the way through the presentation, so smoothly that he couldn’t tell you were doing it, but all the while you were giving the customer reassurance?

16. Did you try for an add-on sale?

17. If you didn’t close the sale, did you offer it to someone who could?

Advertisement

18. Did you wow the customer before he or she left the store?

19. Did you walk the customer to the door and say thank-you, goodbye and give him your business card?

20.Did you follow up with a thank-you card, phone call and/or a personal note?

Person be you?

This story is from the November 2007 edition of INSTORE.

Advertisement

SPONSORED VIDEO

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”

Promoted Headlines

Advertisement

Advertisement

Advertisement

Subscribe


BULLETINS

INSTORE helps you become a better jeweler
with the biggest daily news headlines and useful tips.
(Mailed 5x per week.)

Facebook

Latest Comments

Most Popular