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What Makes The Sale: The Sale Or The Salesperson?

At the last Great Singapore Sale, my wife, Olivia, decided to go on a
shopping spree. She said she needed to “upgrade” her wardrobe. Haven’t
we guys heard of that one before?

Anyways, I accompanied her through her increasingly long journey,
making strategic comments such as “Uh Hum”, “Turn around”, “That one is
better” and occasionally “Wow! Sexy! Get this one!”

What amazed me was her ability to shut out all the other surrounding
activities and just focus on what she was doing (quest of upgrading
wardrobe). You can imagine the bustling activities surrounding us, in a
shopping centre, on a Great Singapore Sale weekend! While I was “doing my
best” with my “Uh Hum’s and “Turn round’s”, I subconsciously sensed
something interesting happening. It took me almost a second before
realizing it.

The boutique shop we were in was so packed with customers, while the
shops on either sides of it were almost empty! The marketer inside of me
stood up and took notice.

The shop we were in had three shop assistants, all extremely busy
helping customers. All five fitting rooms were full. More and more onlookers
were coming into the shop to shop!

In contrast, the two other shops only had the occasional shopper
walking in. They had only one or two assistants who were sitting at one
corner, chatting. When they approach the shoppers, the shoppers left.
Interesting!

I decided to analyze the situation closer while still doing my “Uh
Hum’s”. There is persuasion in action! And my wife was one of the player…

Here’s a list of ‘tactic’ the assistants used to create that magical
sales phenomenon:
- The assistants addressed every female as a “Ms” (no matter how young
or old the customers were) and with a bright a cheerful smile on their
face, making the customer feel good the moment they walked in.
- All the assistants wore the clothes from the shop. They dressed
appropriately according to their body shape and in a similar fashion. In
short, they all looked presentable and rather attractive.
- They acted as consultants and fashion helpers: They went “Hmm… Ms,
with your frame I would recommend this top with this pair of pants.”
- Whenever a customer was trying out a piece of clothing they would ask
them to step out of the fitting room and adjust the dress/skirt/pants,
etc, for them so it fell ever so beautifully on the figure.
- They constantly brought the customers more clothing to try on. “This
will look great with that you know. Just try it on.”, “How about this
one?” as they threw other sizes/colors of the recommended clothing over
the fitting room door. They were constantly up-selling.
- They constantly assumed the customer will buy whatever they
recommend. At the same time, they were never pushy or employing hard-selling
techniques. Whenever their suggestions were rejected, they responded with
lightning speed: “Oh you like the other one better?” or “How about this
one?”
- I even heard one customer who was there before we came in comment:
“I’m tired of trying more clothes.” And her assistant responded without
missing a beat: “Just this last one. I think it will look great on you!”
And the customer gave in, with a smile!

When I realized what was happening, I snapped out of my admiration of
their smoother-than-oil persuasive sales system and exerted my ‘husband’
authority! I said “Dear, do you want to see the other shops…? It’s
almost dinner time, you know.”

Did Olivia buy more than she thought she would from the shop? Yes.
Did the other customers buy more than they expected there? Yes
Did they feel good about buying? Yes

Amazing! Here’s the essence of their persuasive power: They treat and
serve the customers so luxuriously, and always with a smile so that all
the customers felt fantastic! They consciously or unconsciously induced
a state of happiness in their customers. And the customers
unconsciously linked that feeling to the clothing they were trying on. They ended
up buying those clothes to retain the good feelings. Humans are emotion
junkies. Remember that and you can make your fortunes!

There was another significant persuasion law at play. As the customers
received such great service, being pampered and fussed over, they felt
obliged to buy the clothes as they didn’t want to ‘disappoint’ the
assistants!

Of course when the passersby saw so many people queuing up to try
clothes and pay for their purchases in that particular shop, they too were
drawn to it. Yet another law of persuasion: Social Validation. If
everyone else liked the shop, it must have really great treasures there.

What a great strategy! Imagine what you can do by duplicating some of
the strategies in your business today.

Article Source: http://www.articlemap.com

Sant Qiu —The Profit Strategist—is a marketing, branding and copywriting expert who has helped many companies boost their profits by 30% and more in as little as 90 days. He delivers practical step-by-step “What to do” and “How to do” techniques to boost profits immediately. Visit his site for free powerful marketing tips. www.santqiu.com

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