Timeless Lessons in Retail Selling

  Studying the Customer

 Intuition and practice will do most for the retail salesperson in judging the people with whom he comes in contact. In doing this she should look for the good traits, as every person is possessed of some. Even the crankiest person is usually liked by his dog, and there is a way to the favor of every one, if the salesperson can but find it.

The traits common to children are also found in grown­ ups. What adult does not enjoy a visit to a toy section at holiday time? Who does not wish, watching a children's playroom, that he might join in the sport? Just as a child likes to handle things, so do its parents. No one will ques­tion the statement that customers, generally, do want to handle the goods.

The Environment of Customers . Character is made largely by environment, and for that reason the salesman should know as much as possible about the social interests of his customers, their home surroundings, their associates, their habits of living, means of gaining a livelihood, and means of enjoyment.

Becoming possessed of these facts does not mean gossiping. This the salesperson will not indulge in, for fear of giving of­ fense. But, through tactful inquiries inside and outside of the store, by reference to directories, by mingling with the customers in a social way, she may determine what many of these customers are interested in. Then, in conversation with customers in the store, she will use the facts gained so as to further her purpose.

Find Out What Customers Like . If we do not know what people wish us to do, we sometimes experience difficulty in pleasing them. If, however, we can find out what they like, we are well on the way toward establishing ourselves in their favor.

The salesperson should strive to make every customer inter­ ested in him and in what he has to say. He should make people want him to serve them and, having completed the sale, send them away so delighted that they will immediately look for him on their return. The salesperson's individuality will do  much to induce more pleasant feelings on the part of the customer, but what he says and does is of even greater importance. If customers

come to the counter or enter the department, concerning whom the salesperson has none of this information, some general means of meeting them must be used.

Customers are Naturally Selfish and Lazy . We may adopt, as a rule, the fact that each customer enters the store for selfish reasons. Take these two facts as the guide of your conduct in salesmanship—people are naturally selfish and naturally lazy. Even the most energetic are looking forward to the time when they can quit work, though many of them will not admit it.

With these two facts fixed firmly in your mind, common sense would suggest that you show the customer how the article will give him pleasure or save him trouble. It will also suggest that in serving him you cater to his vanity, which is but another manifestation of selfishness, and to his love of ease, by saving him all mental or physical exertion possible.