The inventory’s been selected, the marketing’s been done, everything’s in place and it’s time to open the doors.
Now what?
Many within the industry have been concerned over vacancies in their sales force in the immediate aftermath of the pandemic. Now that that has eased somewhat, a spot-check of several retailers shows that it’s time to get back to the basics — and that the best in the business know that sales associates need to have the gift of gab — and the gift of shut up.
Cathy Buzbee, co-owner of Absco Fireplace & Patio in Birmingham, Alabama, says that a good start is to think of all of her customers as friends and family.
“My staff is very welcoming and personable and love to chat,” says Buzbee.
The staff also knows when to back off — and for how far.
“You always have those that come in on their phone or you can just tell that they don’t want your help,” she says. “We are not a high-pressure store. If they don’t want our help, we let them just look around, but a sales associate always stays close enough to them in case they have a question, but far enough away so as not to bug them or intrude on their personal space. It is a fine line that comes from being an experienced salesperson.”
It also helps to be experienced in conversation.
“Our employees have the gift of gab and will talk about anything from the clothes the customers are wearing, to the weather, to football, to patio furniture, or what they are cooking tonight on the Big Green Egg,” says Buzbee. “Conversation starters have never been an issue for us.”
Similarly, Olivia Smith, part owner of Custom Outdoor Furniture & Restrapping in Myrtle Beach, South Carolina, says being able to talk to customers works well.
“We are friendly, family-oriented and noncompetitive,” says Smith. “Since we don’t work on commission, people don’t feel pressure amongst our sales team. Because we don’t work on commission, we do not pressure our customers. We are not aggressive with our customers.”
The best way to start a conversation with a customer is to ask them about themselves, says Smith.
“We will say, ‘have you ever been in our store before?’ and ‘tell me about the space you need furniture for,’” she says.
Jake Pickel, assistant vice president of sales for Johnny Janosek World of Furniture and Mattresses in Laurel, Delaware, said that forming an immediate personal relationship with the customer is important.
“Our customer greeting upon entering our showrooms goes something like this: ‘Hello, welcome in, I am Jake and you are?’” says Pickel. “Using keywords such as ‘show me’ and ‘tell me’ helps open up conversation and break the ice.”
Knowing the best time to reapproach the customer is very important, he says.
“If the customer wants space upon entering the store, give them the space, but preface that you will also check back in with them a little bit,” says Pickel. “When they sit down and show interest in a product is your best opportunity to reengage. ‘Did you know we can order that dining set in other color options?’”
What works best is to introduce the customer to products — and then take control of the sale, he says.
“You need to be confident,” says Pickel. “Also, it goes back to using a very direct greeting which includes asking open-ended questions. Being persistent will pay off. Don’t forget to ask for the sale.”
