In a series of articles addressing how retailers can help make their businesses more profitable, former retailer and ex-president of retailers’ association Retra, Malcolm Marshall, offers some advice on selling.

question time

How would you like to make the job of selling a great deal easier and improve your conversions?

Well, you can if you follow some simple rules that, unfortunately, most of us that have been selling for a while tend to forget.

One of those rules - and it is possibly the most important one after good customer service - is to make sure you ask the right questions.

What do you think I mean when I say that? Well, in simple terms, it is about asking your customer a question and then listening to the answer, which will hopefully lead you to the next question.

This will be answered and so on, so you build up a picture of your customer and their lifestyle.

It enables you to head down the right path. All the information gleaned will enable you to target just the right piece of equipment to solve their particular need.

At the end of the day, the job of selling in electrical shops is really to solve problems, whether the customer wants a new television, a sound system, a full custom install or a washing machine.

Asking the right questions enables you to develop a relationship with your customer and, hopefully, by the time you are ready to close the sale, you have become friends.

I have said it before, however, it is worth repeating; people buy from people, so the better relationship you create with your customer the more you will sell.

Asking the right questions is the way to achieve that relationship. People love talking about themselves and if they feel at ease with you, due to your approach, customer service and personality, this will enable you to sell more and increase the customer’s spending.

GRAVITATED

So, where to start with these questions? May I suggest that the first question will depend on where in the shop your customer has gravitated to?

For example, if they are looking at televisions, you could say: “What size screen were you thinking about?”

Depending on the answer, you could follow up with, “How big is your lounge?”, or “How far away do you normally sit?”

You can carry on with questions like: “What do you tend to watch? Is it films or sport?” or, “Do you connect games consoles to your set?”

Depending on the answers, you then move forward, building up a profile all the time. There is also the question of budget.

Do not be afraid of asking if the customer has a budget in mind. Only when you know the answer to this question can you direct your sales chat along the right lines.

For example, it is a waste of time talking about and demonstrating a 42in television if their budget only allows for a 32in.

A key point, though, is to make sure you listen to the answers to your questions.

AWARE

One of the most important parts of being a salesperson is being aware of when to talk and knowing when to listen.

Too many sales people talk too much and, in some cases, even talk themselves out of a sale.

If you feel your staff would benefit from training on this particular aspect of selling or help in any other area of consumer electronic retailing, please do not hesitate to contact me for an initial conversation to see if I can be of assistance.

Asking the right questions is essential if you are going to sell more products – and more importantly, if you are going to sell the correct products

The last thing you want is your customer leaving your shop with a product that will not fulfill their expectations because you did not extract the right information from them.

For example, if you are selling a flat-screen TV, perhaps you should ask how important sound is to them. The answer might allow you to bring into the conversation a sound system.

Selling is mainly about being aware of your customers and their needs. To fulfill your role as a salesperson, you are required to establish those needs and the best way to achieve that is by asking the right questions.

Happy selling.

malcolmmarshall@btinternet.com