| Stop chasing customers out the door with your | | | | money, they have enough information to make |
| sales presentation! You'll gain greater profitability | | | | an informed decision. Sales people who recognize |
| when you set the losing sales routines free and | | | | the consumer's need to understand value often |
| use confidence as a sales and marketing booster | | | | make larger sales and increase their marketability |
| in your business. Customers are magnetically | | | | by a greater percentage, because they attract |
| attracted to confident sales people. They can't | | | | buyers who value their time and money. |
| help themselves, they're simply drawn to the | | | | Sales representatives who refuse to sell from |
| confidence and compelled to purchase from the | | | | their own pocket, recognize the fact that people |
| person who believes so strongly in their product | | | | live on vastly different incomes and although a |
| that they stop selling and let the buyer make the | | | | customer may appear to have little cash in the |
| decision. | | | | pocket, what they have in the bank may vastly |
| Recently, on a search for the best bed for my | | | | differ from the profile that customer represents. |
| granddaughter, who had outgrown her crib, I | | | | These sales representatives will generate more |
| visited several retail outlets. The first mattress | | | | sales and increase their target market simply by |
| salesman shared several mattress designs with | | | | understanding that profiling doesn't always work. |
| me and pointed me to a low end mattress. He | | | | Their innate sense of integrity will move their |
| stated twice in the interview that since I was | | | | sales upward to higher levels because they refuse |
| purchasing a bed for my granddaughter, I wouldn't | | | | to fail. They simply enhance their marketing skills |
| want to spend a lot of money. I didn't purchase | | | | to meet the demands of a greater sales market. |
| the bed there. I went to another store. The | | | | Brand recognition allows the sales representative |
| saleswoman at the second store showed me | | | | to step away from the sale and allow the |
| better quality beds, shared details of quality and | | | | consumer to make the purchase. |
| value and mentioned that with a toddler on the | | | | Neither sales representative knew whether I'd |
| new bed, I'd want to purchase a mattress | | | | recognize any of their bed brands, or "logos" but |
| protector. | | | | the first sales person kept pointing out the name |
| Her sales routine showed me three things: | | | | brands of the beds. He acted as if his knowledge |
| 1 - she had confidence in her product and knew | | | | of the brand would make a difference in the |
| the value of purchasing a quality sleep system | | | | marketability of the bed to me. His sales pitch |
| even for a small child. | | | | was peppered liberally with the name of the |
| 2 - she understood my need to provide a | | | | manufacturer rather than qualities and virtues of |
| comfortable and lasting bed for my | | | | the beds and the way they were manufactured. |
| granddaughter, along with the required products | | | | The second sales person simply called the beds |
| that would keep the bed in the best condition | | | | by their trade name and focused her discussion |
| during those toddler years, so it could grow up | | | | on the differences in manufacturing process, |
| with my granddaughter. | | | | acknowledging that brand recognition was |
| 3 - she understood that she wasn't the one | | | | inescapable. |
| buying the bed and didn't try to sell me a bed | | | | By assuming the consumer recognizes the brand |
| based on what she could afford to purchase. (An | | | | identity of a product, the sales person cuts the |
| important consideration!) | | | | presentation time, allowing the value and quality of |
| When a sales person understands the value of | | | | the product to be the presentation. This blatant |
| their product, they automatically present the best | | | | "expectation" gives the consumer an |
| product available on the floor first. This | | | | understanding that "this brand should be |
| recognizable confidence in the product and the | | | | recognizable to me" even if the consumer has |
| sales person's ability to present product attracts | | | | never heard of a brand before. The insinuation is |
| buyers. | | | | there, which results in an underlying validation of |
| A customer automatically trusts a salesperson | | | | the consumer. The sales person says without |
| who doesn't judge their ability to purchase based | | | | voicing the words, "I realize you're an intelligent |
| on appearance or profile. | | | | person and you have already done your |
| The consumer knows how much they can afford | | | | homework, you'll buy the bed that is right for |
| to spend, but they value luxury and value too. | | | | you." |
| Once a customer knows the best value for their | | | | Confidence attracts buyers. |