No Thanks, I'm Just Looking by Harry J. Friedman

Author:Harry J. Friedman
Language: eng
Format: epub
Publisher: Wiley
Published: 2011-11-22T05:00:00+00:00

Notice how the salesperson resists being caught up in the customer's desire for comparison. Offered the viewpoint that similar products have different qualities, but are not “better” or “worse,” the customer will often choose features and benefits over concerns about price.

So don't kill the customer's enthusiasm for any of your merchandise by making comparisons. Every product has special features that set it apart; find out the unique attributes of your merchandise, and build on them.

Asking Your Opinion

In a lot of selling situations, it will get down to the point where the customer asks you for your opinion. Let's say you've made clear the features and benefits of each, and your customer has not indicated which one he wants. I highly recommend that you then help him decide on the one you feel will most satisfy him, regardless of its price. Let's face it, if you recommend the higher-priced one and he says no, you're no further ahead. If you can make the sale without voicing your opinion, you will be much better served.

Still, sometimes there are situations in clothing, jewelry, shoes, sporting goods, and the like, where your opinions can be used to establish credibility by telling your customer how much you don't like an item. For example, suggest that a woman try on a particular blouse because you think it might look great on her, just so you can end up saying, “That's absolutely the wrong color for you. Take it off immediately.” Now, she's more likely to have confidence in you when you tell her she looks great. It's the old have them try on something ugly, so you can tell them it's ugly, so they'll trust you technique.

Also, it is a wise salesperson who avoids making negative comparisons with the competition. Bad-mouthing others is unnecessary; it lowers you, and it makes the customer feel uncomfortable.

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