Four Strategies to Increase Sales and Profit
In our tire business, we involved the customer by having them lift the tires, not just look at them as our competition did. We outsold all of our competition. Our furniture business was successful because we involved the customer in the sale. No one ever walked into my mattress department without lying on at least three of our beds. Even while selling intangibles like extended warranties and service contracts, we involve the customer in the sale. By having them do the math—the cost savings they will receive or expenses they will incur—customers mentally pictured the problems they could have if they didn’t purchase the coverage.
3. Give the customer choices of products and services. People always take the easy way out: saying no to a request to buy is easier than saying yes. After all, most people do not want to give up their hard-earned money. People like to shop around to make sure they are getting the best deal. When you give the customers a choice of products and services, the question turns to what they can buy from you, not what they can get from the competition.
4. Ask for the sale. It’s estimated that over 90 percent of salespeople never actively ask for the sale. Sure they show the products and tell about their services, but they never ask for the sale. That’s because they are afraid the customer will say the one terrible word, “no”.