Timeless Lessons in Retail Selling

Handling Customers

Handling the Selfish Customer . You cannot be too po lite in serving customers, and courtesy, which is tactful flattery, should be apparent in every move and speech. You will lose no opportunity of impressing upon the customer that he is the most important visitor you have had that day, that you are anxious to please him in every respect, that your interest in his welfare is even greater than your interest in the affairs of the store. You will do this be­ cause, if you do the things he likes, he will immediately classify you mentally as one who has the same kind of thoughts that he has, and because he regards his personal opinions as more valuable than those of any one else, he will think you a person of good judgment.

You can ill afford to overlook this element of self-approba tion. By speaking her name, by carrying out her wishes, by seeming to agree with her opinions, you are using a subtle means of flattery that cannot but win her approval and con­ fidence. And let us recognize, right here, that securing con­ fidence is the first move in the sale, for, if the customer does not believe what you tell her, it will not matter what you say. Then let us determine, in the first few minutes of contact, as nearly as possible, what her opinions are, and her likes and dislikes. Let us do this tactfully, so that our motive may not become apparent.

The game of selling is a game of minds, and those who succeed must resort to the kind of strategy that would make a great general or a captain of industry.

Handling the Lazy Customer . In appealing to the laziness that is incorporated in the make-up of every indi­ vidual you will minister to the customer's personal comfort in every way. You will not ask him to select merchandise from a pile, but instead will place before him such pieces as he may suggest. You will notice which of these pieces he favors, and immediately play upon his self-esteem by favor­ ing that particular piece yourself. You will not ask him to do anything that you can do for him, but you will show him the same degree of deference you would were he a king.

Let the Customer Sell Himself . You will remember the customer is the man with the money. There are often many obstacles in the way of transferring this money from his pocket to the coffers of the store.

Your salesmanship will be effective only so far as you enlist the aid of the customer by tactful service. An expert salesman once said to a pros­ pective customer: "I am investigating mind-phenomena. I want to stand by for ten minutes and watch you sell this article to yourself."

The same is true, practically, of every sale—the customer sells himself. But this condition is brought about through the aid of the salesman in directing the customer's mind. To do this successfully the salesman must be thoroughly con­ vinced of the value of his merchandise and its suitability for the required needs.

Catering to the Customer's Vanity . The customer is vain. This vanity differs as to degree of intensity, but is always present. When you smile and seem glad to see a customer, you are winning favor, because of ministering to self-esteem. When you are tactful enough to show what he is interested in at once, you appeal strongly to his regard of self, and compliment him subtly on his good judgment. When, by watching his eyes or any unconscious movements, you are enabled to determine his line of thought, your ex­ pression of views in accord with his, will win his favor. When you are able to discuss general topics in which he is interested, you confirm his opinion that the

things he is interested in are of sufficient importance so that others, you especially, have taken cognizance of them.

When you listen attentively to what he has to say, you create a pleasurable feeling. When you watch him intently and seem to hang on every word he utters, he enjoys the sense of being some one of importance. When you defer to his wishes, show him what he asks for, or agree with what he has to say, he enjoys it. If, in addition you can render him some special service, he will be pleased, and to say that some person prominent in his sphere of activity holds the same opinion as he does is to transfer him to the seventh heaven of delight.

Make the Customer Like You and Your Store . You should always seek to please your customers, because it is good business. You want them to like you, to like your goods, and to like your store. The right sort of personal service will effect your ends. If you expect people to ap­ prove of the things you do, simply do what they will like. You cannot have too clear a conception of the value of courtesy, and any added out-of-the-ordinary manifestations you may be able to make will help bring customers to the store and cause them to speak favorably of your establish­ ment.

Grumpy Mr. Jones may be pleased, the same as your other customers. It may be a trifle more difficult in his case, but that is all the more reason why he should be satis­fied. Anyone can do the easy things. Perhaps half of his crankiness is assumed, anyway. You

may not be able to slap him on the back, as you would one of the more jovial sort, but, nevertheless, he has vulnerable points, if you can but find them.

Poor Mr. Poverty comes to your department probably feeling that the world is unkind, that people do not appre­ ciate his sterling qualities simply because he lacks money. To refer in any way to his financial condition would be to array yourself with the opposing faction. Instead, you will give him the same treatment you would Mr. Wealthy. Mr. Poverty will appreciate your attitude more than Mr. Wealthy, because he is not surfeited with attention. Brick­ bats, instead of bouquets, usually come his way, and if you are the exceptional one to offer the flowers of approbation you may be sure he will be pleased.

Mrs. Fluster enters the store, on a hot summer afternoon. As she approaches your department you courteously offer a chair, and she is seated. Tactfully hand her a fan. Then, because she is thinking of the weather, you might say, "It's dreadfully warm, isn't it?" Of course she will agree with you. You might go further and suggest that you bring her a drink of ice-water. You might ask if she would like to remove her coat, saying that you will have it sent to the cloak-room. There are countless things that you might do in a case of this kind, to minister to her personal com­ fort and secure a favorable mental attitude toward you. Her eyes wander over the displays, and finally rest upon an article in the bottom of an adjacent showcase. You imme­ diately get this article, and show it, as if you were so much interested in it that you wanted her to see

it. Or she may pick up the end of a piece of dress goods draped on the counter. This, of course, would be your cue, to say some­ thing about the fabric.

A clever salesman once made a sale by remarking to the customer, "I see you understand clothing." A merchant attracted women to a showing of garments by asking them to come that he might have the benefit of their opinions regarding the styles shown.

People buy things for what these things can do for them. They come to you to be served because of what you can and will do for them. Let us repeat: people do things solely for selfish reasons. There is no better point of attack in any personality than selfishness. Store conveniences are ar­ ranged and stocks are secured solely because of the self- interest of the public. Selfishness is a potent reason for the failure of businesses that depend for patronage on friendship alone.

Analyze Your Own Motives . If you can study out new and unusual methods of appealing to selfishness, your suc­ cess in selling is assured. Analyze your own motives. Take a look inside. Why did you buy the necktie you have on? Was it not because you thought you would get pleasure from wearing it, that it reflected your good taste and general good judgment? Every time you put it on don't you, metaphor­ ically, "pat yourself on the back" for being "smart" enough to pick it out?

Yesterday you bought a dress for your wife. Unselfish? Not a bit! You, personally, will get much enjoyment from seeing her wear it, and, too, your friends, who compliment your wife, will confirm your opinion that you are a very fine specimen of successful manhood, to be able to do

such a thing. What is fame? Merely getting others to say the same things about us that we already believe.

Your Success Depends upon Your Ability to Please the Customer . To return to the customer. Show him, by every­ thing you say and do, that you believe him to be as important as he thinks he is. To be sure, you must do this tactfully, or it will have a semblance of ridicule and will not seem sin­ cere. As a matter of fact, he is important to you, for it is only by pleasing him that you may hope. to gain the greatest measure of success. Your financial reward depends on the amount you sell and the number of patrons you serve sat­ isfactorily. You can be of the greatest good to yourself and to your concern, by giving the sort of service that will tend to build up a personal following.

In further analysis of the sale, additional things which make the whole world kin will be mentioned. It is sufficient to note here that there are many instincts common to all people, and that in basing our selling efforts on such char­ acteristics we may hope for a greater degree of success, es­ pecially with those whom we do not know intimately enough to cater to their peculiarities.