There is a science to selling and there is an art. There is. The steps, well, they really are pretty simple. “Hi, what do you want, here is it, buy it and thank you.” That is pretty much it. Five steps and they always work no matter what. Read a sales book. Same steps. Check into a blog. Same steps. Customer shows up. Same steps. Why over-complicate the sale. So what is the ‘extra’ thing? In business, I was told to be first, best or different. I choose different. So if that is the case, what is my differentiator? If the steps are the steps, then what does different look like? Does it imply something subtle? I believe there is a science and ART in selling? Something that surrounds the steps. Truth be told, I am still figuring it out. I really want it to be intuitive. I want an ‘aha moment’. You know, “OWWW, my goodness…that makes perfect sense.” It depends on the situation. Like an artist, blue and yellow will always make green. But green must be applied at just the right moment. It depends.
Therefore, I would like to suggest a series. A series of very small, seemingly insignificant things to embrace. A look at how the art of selling surrounds itself around the science of selling. Maybe as simple as smile. Yep.
First on our journey. Environment. Our surroundings. The lay of the land. Does this have an impact? Yes, it does and it matters more than you think. What is the condition of the doors, the glass, the walls? Are there ‘tape buggers’? You know when you tape something on the wall and then rip it down but the tape corners remain. I walk in, I see that and then I start to assume. I assume the amount of effort you put into…your widget. What is our environment telling our customers about of our skills, abilities and “do-it-ness”?
I have walked into stores and said, ”Whoa, this is cool. What can I buy next?” And I have walked in and said, “Whoa, not so much. I’m good.” What is the difference? It can be as simple as lighting or the merchandising or the stained tiles in the ceiling. Do you do what I refer to as “a pre-check”? Is everything the way it needs to be for your sales day? Seriously, have you ever went to get that widget and it somehow moved to another place? How does the customer interpret that little gaff?
The Pre-Check is an act when you simply walk the floor. You check the glass. You change the light bulb. You make sure the inventory is out and you are free and clear to sell your stuff. Do you have a checklist? It may seem odd to have a checklist on making sure the lights are on, but it may be just what you need to ensure everyone in the store is ready to sell…and not worrying about the stuff that should just be done.
So what to do?
Make it a routine for anyone and everyone in the team. You must walk the floor and make sure you are not so used to the surroundings you have stopped noticing the snot trails on the front window. It may involve creating a list of things that need to be cleared and thoroughly checked. Too small is still pretty important.
Are you current? This involves current information. Maybe even getting in touch with your vendor and ensuring all the information is “right, current and up-to-date.” Think collateral, messaging, marketing and any kind of product talker. This also implies you must keep up to date with your emails and all the information that flows in. This can be a beast. I get it.
Check the business. Check your sales goals. What are your targets? What does the business need to do today and how will you contribute to it? Sales is about putting “rocks in the box”. And having a scorecard puts things in perspective.
Are you trained up and coached up? I never ask for help, especially when I need it the most. Ask for help if you need it. Seek your manager’s help and assistance when it is necessary. If you feel less than ready, let someone know. Some of the most difficult situations we face in life are when we choose to not ask when we should and the issue just festers and gets way too big.
Then there is the personal inventory…dressed appropriately, name tags (if that is something you have to do), hair combed, breath mints handy, pens available. I know you may be giggling. I have seen it when these things were not take care of and it was painful or even smelly. Remember you are selling yourself, not always the widget.
Your sales floor is your fortress, your home. You have to be prepared for things to happen with it. Are you ready and are you aware of how it all flows together? ‘Cuz when I walk in, I am looking at how you work the floor and your surroundings. Oh yeah, and then there is the smile. It is amazing how far that can go. First box on the pre-check, smile. Do we really have to check that box? Sometimes.
Cheers