Cover Story: The New Art of Selling
Once a customer is given space, they already feel more comfortable. When the introduction between the salesperson and the customer is made, it’s more like the interaction that would happen in a bar or at a backyard barbeque. A simple hello and a gentle, ice-breaking conversation about anything else but selling, from the weather to what’s on the TV, will do. From there, it’s all relational. As in all good relationships, the best practice is to be a genuine, interested listener.
FROM DIAGNOSIS TO HOUSE CALLS
For the last three years, CEA’s team of analysts have been urging electronics salespeople, based on consumer surveys, to “do the demo.” Steve Koenig, CEA’s director of industry analysis, and a champion of this hand-on approach, said the demo had better be surgically specific.
“Based on consumer research, we know that the most effective salespeople listen, know what they’re talking about, and demo,” Koenig said. “The demo has never been more important. It must be a tailored solution, though. Customers don’t want to be rail-roaded into anything today. A salesperson who asks questions like, ‘What did you like most and least about your digital camera?’ and then really listens to the answer can gain their trust.”