Having just recently moved to a new town with little in the way of personal possessions to begin a new job, I’m in the process of making some significant purchases. One of which was a bed that I bought today. I would describe myself as a cautious consumer; I was raised that way. I’m okay with shopping around until I find the lowest price that will give me the most value in a product especially when the purchase is more than a month’s rent.
When I handed over my credit card to the clerk at the furniture store to pay for my new bed, I began to have a sinking feeling of having spent way too much on something. As I drove home, I recalled a sales class I took in college and quickly figured out why I wasn’t feeling so good about my purchase.
Every good salesperson can consistently make sales. It’s simple logic really. Those that can’t, are bad salespeople. However, I think that being a good salesperson isn’t enough. Being a great salesperson is really what you should aim for. What’s one of the marks of a great salesperson? The ability to make a customer feel confident and happy in their purchasing decision. The salesperson at the furniture store I went to did not do that. He could have told me things like “You made a great decision,” “You’ll be really happy with this bed,” or “this is really a great bed.” After all, each of these statements is opinion-based and are perfectly acceptable (and more-importantly ethical) to use in the sales process.
So what is the lesson here? It’s this: always make sure that your customer feels good after they make a purchasing decision. This will help build trust, the foundation for customer loyalty. Remember, the sales process doesn’t necessarily end as soon as the customer signs their receipt.