Tip # 453 - Your Customers Are Afraid
Dear Tip of the Weeker,
Selling is the most important job you and your team have in your store. Fortunately selling isn't just an inborn talent, it can be learned!
Today's Tip should help you and your team along the path to better selling...
Every day you have customers who come into your store and leave without buying. Sometimes that's because you don't have what they need.
But sometimes it's because they are afraid.
Check out this email from Bob Vasile at Discount Vacuum and Sewing Center in Pennsylvania...
"At one of our staff meetings, we developed a list of reasons why someone would not buy from us on the spot. We tried to think of all of the major objections and FEARS prospects may have. When we did that with sewing machines, we came up with 8 of the most common fears and objections."
This is a powerful technique. Once you have a list of all the common reasons people are afraid to buy, you can teach your staff to recognize those common objections. For example if you hear your customers saying stuff like ...
My wife might not like it.
I'm not sure if the color will match the pants I have at home.
It might be too much like that other thing I've got.
...they're afraid they'll be wasting money by buying something they won't use.
Then with your staff, script out some responses to overcome those fears.
"Well, there's no reason not to give it a try. We have a 100% satisfaction guarantee and if , just bring it back and we'll refund your money."
You and your staff should practice saying the scripted responses until they roll naturally off the tongue.
Identifying and practicing responses to your customers biggest fears will make a huge difference in the number of sales you close. But if you want to really take it to the next level, you can do what Bob Vasile did and create a whole program.
"Our Lifetime Support Package was developed to overcome those 8 common fears people have when buying a sewing machine and it is wildly successful."
What Bob did is identify the biggest fears about buying an expensive sewing machine (I won't know how to use it, what if it breaks right away, I might be able to get a better price down the street, what if I need help, etc.) and bundled up all the fear-eliminating responses in one "Support Package" (free training classes, free repair for a year, live phone support, price matching, etc.) that people get when they buy a machine from him.
It's a great way to eliminate any reason your customer has for not buying NOW!
