Browsers

One of the most common mistakes that sales personnel make is to misunderstand the browsing customer.

Regardless of whether you work in a retail environment or in tele-sales, the same rules apply. If a customer responds with "no thanks, I'm just looking" or "I'll think about it and get back to you", don't ever imagine that pushing the point will win you a sale. It won't. In fact, it's more likely to have the opposite impact.

Customers who are at the browsing stage respond badly to pushy sales staff. Try it and you can be almost certain of losing the sale. If you're 'lucky' you may have encountered a customer who isn't strong enough to say "no" and mean it, but even this kind of sale will most likely become a story of "the pushy staff who work for xxx company". Is that what you really want? No, of course not.

When faced with a situation of this type, the best thing you can do is let the potential customer know that, should they need your help, you'll be available. Be pleasant and leave them feeling that they're important, even though they didn't make a purchase. If you pull it off well, the chances are they'll come back to you, entering the final stage of turning a browser into a paying customer.

Either he or she will come straight back to you for advice, as is likely in a retail outlet, or they'll ring at a later point. Regardless of when the contact is made, what's important is that you have the information they need available and show that you're pleased to be helping.

By respecting the browsing customer instead of trying to push a sale, your sales figure can be greatly improved.

Try it. You won't regret it.

Sharon Jacobsen is a full-time, freelance writer based in South Cheshire, England.

For a competitive fee she'll happily write entertaining and informative articles on any subject of your choice from retail sales and management skills to puppy training and rabbit breeding. Sharon also writes compelling sales copy and other marketing material.

To contact Sharon please visit her website at http://www.sharon-jacobsen.co.uk