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Sales Techniques for Artists, Crafters, and Small Merchants
Most merchants today seem to have the attitude that the customer
is best left alone until they are ready to make a purchase.
Perhaps it's because they don't want to seem pushy, or maybe
they don't care if they make a sale, or they just might not know
any better. Whatever the reason, any merchant practicing this
foolhardy approach is losing business.
Does this sound familiar? A customer walks into your store,
craft booth, or gallery. They browse around. You are hiding
behind the counter waiting for them to make up their mind and
buy something, or you are hiding behind the counter reading a
book/magazine, or you are busy talking on the phone to one of
your friends. People want to be left alone to shop. Right?
Wrong. Everyone will tell you that they want to be left alone
when they are shopping, but what they really mean is that they
don't want some pushy salesperson trying to shove something they
don't want down their throat. However, they do not want to be
ignored.
When you ignore a customer they are much, much more likely to
walk out the door without purchasing something. So how do you
find the appropriate balance? The answer is simple, and it will
improve your sales and bring returning, loyal customers back to
your shop again and again. It's called the merchandise approach,
although it probably goes by many names.
Step 1
Greet the customer as soon as they walk through the door or
enter your booth. A simple, "Hi," is sufficient. Don't forget to
smile when you do this. Greeting the customer will do two
things. For the legitimate customer it acknowledges their
presence and therefore established their importance to you. If
your customer feels that you value them, good things start to
happen. And for the thief you have just deterred them because
they know you are aware of them and they will be more likely to
go find a less attentive merchant.
Step 2
Back off after greeting the customer, let them browse, but stay
aware of them in case they have a question. It is at this point
that the inexperienced, but well-meaning salesperson will
usually ask, "Can I help you?" Don't do this. The answer is
invariably, "No. I'm just looking." And now you've blown your
chance to do something worthwhile with those first precious
words.
Step 3
By now you've established that you are aware of the customer and
are available to them. It's amazing what a simple greeting can
do! Perhaps they will ask you a question, which is your chance
to get in there and help them out, and potentially make a sale.
But if they don't have a question, you may need to nudge things
along a little with the merchandise approach. This is a simple
sales technique that is very effective. Once they have zeroed in
on an item (picked up, touched, or pressed their nose to the
glass to get a better look) say something positive about the
item they are looking at. "Isn't that a lovely color of pink?"
or "This is great for your skin." Since they are already showing
an interest in the item, this will usually engage the customer
and your conversation will flow from there. It may lead you to
discover what they are really after and you can steer them in
the right direction, or maybe you will sell that first item.
Whatever the case, you have just worked a
little magic. You have
been helpful without being pushy.
Step 4
Once you have a customer with some merchandise in hand you can
try to up-sell. This may not work with every item, but if there
is a logical matching and/or enhancing item in your store you
should suggest it. For example: your customer is buying a dress,
you might suggest some matching jewelry or other accessory.
Still, you are being helpful. If they decline, don't worry, ring
them up with a smile. If they agree, you're still being helpful
and improving your bottom line. Do this frequently enough and
you will start to see a huge difference.
Step 5
Thank them for their purchase. This is a good time to try to
establish a long-term relationship with your customer. At this
point you may ask them to join your mailing list to be notified
of upcoming sales or discounts. Or you can go one step further.
Let's go back to the dress example. In the course of trying to
help your customer you discovered that she loves a particular
item, but you don't have anything in her size at the present
time. You can ask her if she wants to be notified when you get
more of that item. And then, if she agrees, put her name and
information on a note card. If you get more in, give her a call.
This will build a strong and loyal customer base.
That's all it takes. Simple, effective, easy.
More tips:
1. If you are engaged with another customer, still acknowledge a
new person.
2. If you are engaged with another customer and someone wants to
check out, don't leave them standing there waiting, let them
know you'll be right with them as soon as you are finished.
3. If something looks terrible on a customer, tell them. Do it
kindly, "I don't think that's really you, let's try this." They
will appreciate your honesty.
4. Don't try to sell them something they don't want. One, "No,"
is all it should take for you to drop it.
5. Don't chew gum. Nothing looks less professional.
6. Don't wear a hat. Hats cover up part of the face and make you
seem untrustworthy.
7. Don't talk on the phone to your friends. Ever. This is the
height of poor customer service. The customer should never wait
for assistance while you arrange dinner plans.
8. If you are on the phone with a customer, still acknowledge
the customer in front of you. Make a judgement call and perhaps
put the caller on hold or ask them if you can call them back.
9. Stand, don't sit. If you must sit, be sure you're on a tall
stool that places you at nearly the same height as a customer.
Standing up from a sitting position seems aggressive.
10. Don't be seen reading a book or magazine.
11. Don't hide behind the counter. Come out onto the floor.
12. Have a clean and neat appearance. How you dress should be in
accord with what you are selling, but the big thing is to not
smell bad.
13. Take it easy on the perfume. Many people are allergic to
perfumes.
Now get out there and start making your customers happy.
About the author:
Josephine Brooks has been an artist and crafter for many years
and runs her own lampwork bead business at www.lampworkart.com.
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