Retail Sales People, Please Learn Sales 101!

Posted on March 3, 2008

So I was shopping this weekend with my fiancee. Not surprising news. However, I have to rant about retail sales people… This is one of my pet peeves. Let me take a step back though, and say that we all know the economy is in the toilet, right? That retail sales are down, right? Right.

So, do you think that any of the retail franchisors or corporate entities would take some time to train their sales people on how to engage the prospective customer more effectively? Apparently not. For instance, here is a typical scenario at the mall or elsewhere:

Fiancee: Do you want to go into XYZ store?

Me: Sure, why not.

Fiancee and I: Walking around the store looking momentarily lost as you first walk into an establishment.

Retail Sales Person: Can I help you?

ME: No, we’re just looking.

Next Store’s Retail Sales Person: Can I help you find something?

Fiancee: No, we’re just looking. Thank you. (See where I am going with this).

Next Store’s Retail Sales Person: Are you looking for anything in particular?

Fiancee: No thanks.

Now, what is wrong here? Its basic sales. If you have not already guessed, the retail sales people are not asking any engaging questions. It’s no wonder the economy is in the toilet. Even if it were good, I would have said no to them because their questioning is all wrong. Simply, most retail sales people do not know how to sell. They do not engage the customer correctly, nearly ever. The questions they were asking were closed-ended and were soliciting a “yes” or “no” answer only. They cut themselves off.

If you own a “brick and mortar” retail establishment, I am here to add one word to your introductory question that will open up dialog that will help you engage the customer, and learn what they are looking for. For the record, it is sales 101. It is one of the first things they teach you when you learn how to sell.

First, you need to take the questions above and add the word “How” to them. Yes, it is that simple. I’ll repeat it; Yes it is that simple. Try it three times on people who wander into your establishment.

Try this:

“How can I help you today?”

Say it with me, “How can I help you today? or simply, “How can I help you?” in a pleasant voice. Then shut up and let them blab their answer to you.

Think about it for a moment, you cannot say yes, nor can you say no to “How can I help you today?” Sure some of your prospective customers will say “we’re just looking;” But many of them will answer with, “I was looking for….” or “We’re interested in seeing…” which opens the door to selling your products to them… The rest is in your hands.

If you want a real test in a retail establishment, go to an automobile dealership. These sales people are generally masters at the “opening question,” getting you to tell them exactly what you are looking for. Take a lesson from them. They get paid ask those questions.

Force yourself to learn it, and pick up a book on selling - even if it is something like, “Selling for Dummies.” It will help you. I promise.

Franchisors and Corporate entities, take a lesson from Starbucks. They just closed their stores for three hours, nationwide to re-teach their Baristas how to sell their products. You should do something similar. In an economy that is having issues, and where the dollar is not stretching as far as it used to, every sale counts. If you could train your sales people to sell just one more product or service a day, what would that do to your profit or sales overall?

Good luck!