How to be a Great Salesperson
Sue did a first-class job, but here’s the part that made all of her work almost worthless. Let me recap what just took place: Sue established likeability, greeted the customer properly, asked the right questions for her research so she could be more knowledgeable about the customer, offered an outfit and made the sale. The customer then left and that’s when I went ballistic. Why?
The sales process wasn't completed. Sue never suggested anything else for the customer to purchase that would have enhanced what she was buying. She actually did the customer a disservice by not making an attempt to accessorize what they were buying. Almost any product can be accessorized. If you're selling a can of paint, a brush is an accessory; if you're selling a diamond ring, a cleaning system is an accessory; and so on.
Sue did every step perfectly but failed to follow through. She sent that customer away to go to another store to buy something else. Needless to say, it was a lost sale, lost revenue and lost opportunity to further bond with that customer. Worse than that, it’s bad customer service because she's forcing a customer to go to another store to pick up a scarf, belt, earrings or anything else that would accent the original purchase.
Doing this would make Sue a valued resource rather than just a pleasant salesperson. This is one of the major advantages an independent store has over a department store, where there are different people controlling different departments. A specialty store is special because it controls the complete sale.
Now if that wasn’t bad enough, and it's pretty bad, Sue also forgot two more things. The other type of add-on sale that Sue forgot was the unrelated suggestion — i.e., something that's not accessorizing the original item but rather a suggestion based on all of the information she learned about the customer. Again, this was a lost opportunity. The last miscue is the “T” — tethering — which is collecting pertinent data about that customer so that Sue could invite her to come back again and again.