AboutWes Schaeffer Experience Since 1995 I have been a certified instructor, starting in the Air Force and transitioning to the public sector in 1997. Since 1997 I have been in sales, sales management and/or sales training in fields as diverse as financial services to high tech.
Organizations Temecula, Irvine and Murrieta Chambers of Commerce. Temecula Rotary. BNI.
Publications The Valley Business Journal, Ezine.com.
Education/Credentials Graduated from the United States Air Force Academy in 1992 and Texas A&M in 1993. I held securities licenses (6, 7, 63 & 65), insurance licenses (life and P&C) and real estate.
Awards and Honors Many President's Circle awards.
Past/Present Clients Dell, Money Mailer, Bear Designz, WestCap Securities (to name a few current clients)
Expert: Wes Schaeffer Date: 3/7/2008 Subject: being a better salesmen
Question i work at fry's electronics and i just got promoted to sales a week ago and im not doing to good, i find myself spending to much time with customers, and them not buying anything that is good for my commission. Do you have any tips or book suggestions on being the best
thanks:)
Answer Terence,
Thank you for your email. Here's some good news: you can grow your sales 280% next week.
How?
Over 60% of shoppers that enter a store are there to purchase, yet barely 20% actually do.
Why?
They are not engaged properly. "What the heck does 'engaged properly' mean?" is probably on your mind now.
Let's go back to the definition of selling:
Selling is nothing more than the transference of confidence from one person to another.
You have a mega store with a great reputation, great selection, great prices and great sales reps. That means YOU!
So first be confident that you can support the customers you meet.
More good news: the customers come to you. They are there of their own free will. They want or need what you offer so make sure you connect with them to uncover why they're REALLY at your store. Look at everything you do from how you approach them (from the side, straight on, hand extended, hands in pocket, big puppy dog smile, frown,...etc) then what is the first thing that comes out of your mouth?
Most retail sales reps say something masterful such as "can I help you", to which most shoppers reply, "nope, just looking". Turn that around. Approach from the front or side of the shopper (so they see you coming) in a calm manner. Be one level below them when it comes to excitement. If it's a young couple excited about TV's or a new Mac then be excited, but not quite as much. If it's a somber, serious older couple be a little more reserved as well.
Then engage them in conversation. Do not try to "SELL" or "CLOSE". Just connect with them. People hate to be sold but they love to buy! So pay them a sincere compliment. "Nice watch. Great tattoo. That's a great diamond ring. Your perfume is nice." The key here is that it must be sincere. If it's not sincere then skip it but practice on finding the good in people and start paying everyone you know a compliment daily and see what magic transpires in your life.
Then simply ask them "What brings you to our wonderful store today?" or "What brings you to the electronics section today?"
Customer: "Oh, I'm just looking at these LCD monitors."
You: "Have you ever owned an LCD monitor?".
Customer: "Yes" or "No".
You: "Will this be for you or someone else."
Customer "Me."
You: "Home, office, home office, or both?"
Customer: "Home office."
You: "Will this be solely for work or do you surf the web a lot and/or are you a gamer?"
Customer: "Mostly work but I do surf the web."
You: "What do you do for work? Are you preparing spreadsheets, doing design work with a lot of graphics and 3-D rendering, or are you looking at databases and doing a lot of emails?"
*Note: this is how you engage the customer. Ask good, thoughtful questions in a logical, non-threatening sequence to uncover the needs of the customer. Don't be concerned about knowing the pixel spacing or exact resolution or power supply draw or compatible software, etc of every make and model you sell. Focus on the needs and the responses of the customer.
Customer: “I’m looking for a second monitor for my desktop system to help me with some database work and creating proposals.”
You: “What program do you use to create your proposals?”
Customer: “I have a template in Excel that I save as a PDF and send as an email.”
You: “Do you have a specific model or features or price range in mind?”
Customer: “I saw the special on the 19” Vison Wide LCD.”
You: “Yes, that has a double special: a $30 rebate and a free printer...as long as we have them in stock. How long have you been looking for a monitor?”
Customer: “Yeah, I saw the special in the paper. I’ve been wanting a second monitor for months. I can’t believe how cheap they’re getting.”
You: “This is a great value with the rebate and printer. Would you like me to confirm we have one in stock for you or do you still have questions about our monitors?”
*Note: this is a gentle trial close that gives the customer a a chance to say “no”. It’s “old school selling” to only ask questions that elicit a “yes” response. Customers are savvy and they can buy your products online to avoid “pushy” sales people so be sure to help them vs. push them. However, you owe to yourself, your company and other paying customers to not waste time with tire-kickers that just want a free education and will buy from the competitor or on eBay. By asking questions that to which customers can say “no” will help you discern their true needs, their decision making process and ability to buy. Once you have all three you have a sale. If you cannot fulfill all three then politely move on to the next customer.
I’ll end the role-playing here as I have an appointment to get to but feel free to contact me if you need more clarification.
As far as books/tapes/CD’s I recommend them all but start with what you can get for free from your own library. I have two on my desk now from my local library. I find them online and place a hold on them and they call me when they’re ready for pickup. Start with Gitomer and Hopkins and Brian Tracy and Jim Rohn. You can listen to the Grandfather of them all, Zig Zigler, for some motivation as I did when I got started. If I may be so bold please contact me for a CD my partner made called “Prospecting To Fill the Pipeline” and “Cultivating and Abundant Mentality”.
Make it your goal to ALWAYS be reading/listening and learning. I’m 38, graduated from one of the most challenging colleges in the world (the Air Force Academy), have sold millions of dollars worth of products and services since 1995 but still - and probably because of - read at least one - if not two books - on selling/marketing/consulting/personal improvement a month. My iPhone is loaded with at least 30 hours of training CD’s that I listen to in the gym, on the way to appointments, etc. every day.
You’ll make more money and have more freedom in sales than in any other career field but to do so requires just as much continuing education as an accountant, realtor, or teacher. So if you’re committed to learning and to helping your clients solve their issues welcome to the world of professional of selling.
Wishing you the gift of your dreams,
Wes Schaeffer
The Sales Whisperer
