Power Suit Power Selling

Story by: John Bacon

I love shopping. I shop department stores all the time searching for that perfect item for any given occasion. One trip in particular taught me a huge lesson about the power of consultative selling.

I went to a department store in search of a new suit to wear to a wedding. I didn’t have a clear idea about what kind of suit I wanted, and there were so many options to choose from that I almost gave up on my search.

After picking a few items to try on, a sales clerk approached me to ask if I was looking for something in particular. I told her I was trying to find a suit, but because I was satisfied so far with the items I picked up, I declined her help. After trying on everything,

I found a suit I wasn’t in love with it but liked enough to purchase.

As I walked out of the dressing room, the same sales clerk was standing by waiting for me, so I asked her if she liked my suit

Her response: “No, it’s not my favorite.” I was taken aback!

Does she not want/need the commission? Isn’t the customer always right?

She continued, “I’m going to pick out several suits for you to try on.” From her five suggestions, I found a suit I really liked. The wedding was a success, and several other guests complimented me on how well I was dressed. Since that experience, I’ve worked with the same sales clerk whenever I shop that department store.

The sales clerk did not let me purchase what I thought I needed; she used the power of consultative selling to sell me a product I truly enjoyed — and by doing so, she earned my future purchasing loyalty. She was honest and gave me some options I did not pick myself. She asked about the items I typically buy and made suggestions based on my answers. She acted as a true consultant and partner in my purchasing process.

Anyone who sells a service or product, should ask themselves how they can use the power of consultative selling to create a better fit between their customers or clients and the product or service being offered. Creating a consultative relationship between you and your customers — will result in a better transaction that brings more satisfaction to both parties in the short- and long-term.

Four concepts that shape the concept of consultative selling: 1. Honesty and integrity. 2. Value 3. Trust 4. Ongoing communication

The sales clerk, being an expert on men’s formal wear, did not let me purchase the random items I selected just to get an easy commission. She told me “no.” She asked me probing questions about my likes and dislikes in order to find a suit that worked for me.

We must be the experts that lead consumers down the right path toward their goals. Speak up if your experience tells you what a potential customer or client is asking to buy won’t yield their desired result. Offer the better solution. Explain the value of other options, even if they are more expensive, which leads us to the next point:

When the sales clerk told me she didn’t like the items I picked up, I was shocked because I’ve never had someone tell me “no” while trying to sell me something. She taught me two things: I needed her help more than she needed my business, and she believes in her products and her product expertise.

That’s valuable to any organization or business. To successfully sell something, you must convey to the buyer that he needs the product to reach his goal. You must believe in the value of your product. Have pride in the services you provide!

Assuming the client is a fit for what you offer; your job is to educate them about how it will enhance their operations and help them select the products they need based on their goals and objectives.

After the sales transaction was complete, I was off to the wedding. I looked and felt great, and others confirmed this via their compliments. With these results, I trusted the clerk’s fashion expertise so much that I referred others to her. Trust leads to return business. As a sales organization, we believe ROI and having a presence go hand in hand. You will not achieve one without the other. Our ability to be the experts with our clients, find out what their goals and objectives are, and educate them about the best way to achieve those goals helps build the framework of a great client relationship.

Communication with the client does not stop when the transaction is complete. This sales clerk sends me emails and calls occasionally to let me know about deals or new styles in the department store. She keeps our lines of communication open so that I continue to place my trust in her, continue to give her business, and continue to look sharp. As sales professionals, it is imperative we continue to communicate with clients with whom we build relationships. Whether it’s a quick phone call to get feedback or just to check in, make the effort to steward your relationships. You want to make sure that clients remember you.

Work on incorporating these concepts into your selling practices and watch how the relationship with your business and revenue grows. Be honest about what you can offer. Show off the value of your offerings. Earn their trust as they make a transaction with you. Then cultivate the relationship further so they invest with you again. Good business isn’t sold; it’s earned.