“Good to great” is the title of an excellent book by Jim Collins. Collins writes about how some of the good organizations made themselves great organizations by doing things well that were available to everyone in their sectors, but only a few made the effort. As a commission sales associate, you have the same opportunity. The things that you need to do to become truly great are at your fingertips, the same way that they are for everyone else, as with the examples in his book, only the great sales associates do them.
My challenge to you is to try, as many of these thirteen points as you can. It will not be easy, but it will be worth it.
1. Learn to remember your customer’s name and use it. One of the best sales associate’s I have ever know lives and breathes this maxim. In more than 50 years as one of the top performers in his profession, at the end of his career he was still recognizing repeat customers and calling them by name, it was one of his signature characteristics.
2. Listen, be thoughtful, and care genuinely about your customers. The best sales associates are not the best talkers, they are the best listeners. Good listeners hear what their customers say, reflect on what is said, and then respond with genuine care for their client. All of the top sales people I have ever known like people and the good one’s care about them as well.
3. Always stay for your full shift. The best sales associates, including several former business owners that I hired as sales people were always early for their shifts and always finished their full shifts. Top performers are usually the most reliable and seldom miss any shifts.
4. Always work each the full day of each sale. Retail hours can be long, especially during major sales events; however, the top performers always work all of the hours. They know that in the days before and after an event, there will be time for rest. When there are customers in the store, they wanted to be there.
5. Invite customers you cannot normally to your major sales. Some stores run so many sales that they have trained their customers to only buy during a sale. Discounting becomes a drug that can only be satisfied with more and bigger discounts. Great sales people can sell regardless of whether the store is having a sale or not. They use upcoming sales as a trades person would use a tool, if they cannot close their customer today or in the next few days following; then they will invite the customer to the next sale. A great sales person will write down their customer’s name; what they were looking for; and their contact information. As a reminder a few days before the event, top people will call, remind, and sometimes even set an appointment to work with that client. Many times, they may have 10-12 appointments for an event.
Other, weaker sales people go the other way and “sandbag” the sale. They write virtually nothing in the days leading up to the event and then “blow the doors off” during the event. They are not fooling anyone. “Sandbaggers” cost their store and themselves money; only further training customers to buy only during sales.
6. Hand out two business cards to each customer you close. When you make a sale, finish the sale and walk your customers to the door. Take a moment to thank them and ask them for a favour. Tell them sincerely that you enjoyed helping them and ask if they would mind giving a business card to anyone else that they know who you might be able to help. Most of the cards will end up in the garbage; however, even if you only get 1 in 40 back it is still worth the effort.
7. Make sure you handle a referral properly. If you get a referral, do not email the customer and think you are finished. Call the referral customer and talk to them providing your best level of service. Make sure you thank the person who referred them to you whether you made the sale or not. Too many referrals are wasted because the sales associate relied on the client to do all of the work leading both of them to think the experience was a waste of time.
8. Keep a sales lead-tracker. Top sales associates keep good notes, not scribbles on scrap pieces of paper. Names, details of what their customer is looking for, contact information. There are templates, but it is easy to make something of your own, whatever you decide, make sure you use it.
9. Provide exceptional customer service to each of your existing customers. Maybe the most obvious point. If you want to be a top sales associate, make sure you provide your customers and clients with the best service possible. Regardless of your industry, clients and customers want friendly hassle-free service. They want competitive pricing and for you and your company to deliver on your promises.
10. Send handwritten thank-you cards. Selling relationships are a very personal thing. A thoughtful, handwritten letter saying thank-you is rare thing, the cost is not great but the effect can set you apart from everyone else in your market.
11. Ask customers what they are planning next and ask for permission to call them. This is one of the oldest sales tools but it is still very effective. It is most effective when you ask every customer and follow up with every customer. Ask permission to contact them if you see their item coming on sale and invite them in to see you. Show your client you care, you remember, and you listen to them.
12. Volunteer to go to trade shows. Great sales person seek out clients and engage them, there are few things worse than watching a sales person sitting down on their cell phone when customers are walking past your booth. As a sales associate, you need to remember; “Selling is part theatre” you are on stage. Be on your feet, talk to people, introduce yourself, answer questions, stop people walking by, educate people, and make them remember you.
13. Spend at least 15 minutes each day on professional development. Read something, read anything, you have the accumulated sales knowledge of all-time available to you on-line or at libraries free. Used bookstores and on-line bookstores are great sources as well as magazines and on-line media. Selling is a career and lifelong learning is the hallmark of truly great sales associates … 15 minutes a day can make a bigger impact than you can possibly imagine.
Some people will have stopped reading long before this point. They think they know everything that is here, others will say “These are so basic, everyone knows these things, some will say it’s too much work, and some people are so firmly entrenched in their comfort zone, they don’t see the point. The key is few do any of these thirteen points and only the very best do all of them. I dare you to use them all.
Good luck,