OPINION JUREK LEON
Influence customers to buy Here are three examples on how to present and demonstrate your products and one on how not to do it. SUPER
ALKALINE
I
BATTERIES From
AA
f it’s an item of clothing let the
necklace or ring in exactly the same
customer touch it and then
way, yet very few sales people do
encourage them to try it on. If its
this. It’s about being customer focussed
furniture, perhaps you’re showing them
rather than product focussed. Treat
a sofa, invite them to sit on it. If you’re
your merchandise with respect, you
in a pharmacy and you’re reading
are potentially showing the
information from the label on the back
product to its future owner.
of the box, pick up the second item and
I remember trying on a pair of squash
put it in their hand so that they have it
shoes in a small sports store. It was
as well. Wherever possible, encourage
busy and there seemed to be lots of
your customers to hold the item, try it
pairs of sport shoes spread across the
on or use it in some way.
floor. After trying on a pair that didn’t seem quite right, the owner brought
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GET YOUR CUSTOMERS INVOLVED
me another pair. He made room for me
By letting them experience the product,
by sweeping aside the first pair and a
it becomes more real to them. Also it is
couple of others with his foot as if they
no longer your product, when it is in their
were rubbish to be put in the bin.
hands or as they are trying it out it is
4698d Max Durata 1/4 pg x 5t DIY TN Oct’16
70
He probably thought he was just
potentially their product. They’ve moved
moving his ‘stock’ out of the customer’s
a little closer to ownership of the item.
way, but to customers he is not only devaluing the product, he is treating
HANDLE WITH CARE Have you ever been in a jewellery store
their potential product disrespectfully. By the way, it is a good tactic to
and noticed how the staff present a
immediately remove from sight any
precious diamond necklace or ring to the
product that the customer has rejected
customer? Without even seeing the price
– though not ones they are just a bit
you know it is expensive because of the
doubtful about – so, the sports store
reverence they show as they handle it.
owner was doing something right. It’s
They should also present a diamante
just how he did it that was wrong.