Selling Is Not A Bad Word In Retail – It’s The Only Word
I am on the RetailWire Brain Trust and we received this story for comment, “Is ‘Selling’ a Dirty Word in Retail?’ In retailing today, “selling” is a dirty word. “What?!” you may be asking, ”How can that be? Isn’t retailing all about selling?”
I had to know more…
The author said, “Traditional sales models involve selling things that customers do not want — by convincing them that they do. The goal has been to essentially generate more dollars for the store at the expense of a customer who does not want to spend those dollars but gets coerced into doing so by a “great” salesperson.Today’s consumers are increasingly disinterested in dealing with traditional sales people. They’re not looking for friends or relationships in stores and don’t care if the staff knows their name. They want to get what they came for and get out.”
What a bunch of rubbish! Sales is the only way you get your return on investment (ROI.)
You can read the full article and comments here.
This seems to be an example of person who does not crave interaction. The danger is they can project how they shop onto the rest of us so they don’t train their employees to sell. The danger is can project its all about the merch and the design and ability to shop on a phone.
With all due respect, selling does not put people at odds. Use “helping” if you have a problem with the word selling, but selling is what is done with the customer.
When the writer says as fact, consumers are “disinterested in dealing with traditional sales people. They’re not looking for friends or relationships in stores” and “Traditional sales models involve selling things that customers do not want” – She’s just plain wrong.
As the sales guru and trainer for some of the very best brands in the world, I really take exception with this piece. Can you tell? It is not written from the viewpoint of someone like me, who trains thousands how to successfully sell merchandise at retail.
And if this were the advice you are getting from your brand directors or managers I would consider you to check with me to increase conversions, not just have a pretty store.
People DO want to make connections in retail, at work, in life. If someone comes into your shop, they obviously WANT something. If I buy a luxury watch, I do expect someone to “sell” me it. To help me belie the little practical voice, “you don’t need this,” to justify the price, to correct a lot of the misinformation about pricing and value online, in short to get me to trust them. People buy from people they trust.
Without that, it’s a race to the bottom on price.
If a customer prefers no one talks to them -good-stay home and don’t write that this is a “new customer.” Selling is about people helping people, not making your store be like a point-and-click website.