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    How to get the sale before shoppers have a chance to talk themselves out of the item?


    Q: I had a man in the store last weekend who loved two pairs of fun socks but couldn't quite decide between them. He said, "I'll decide when we walk around the mall and stop on my way out." I was helping another customer when I happened to notice him walking out the mall exit with his wife. I heard her ask, "Oh, did you get the socks?" And he said, "No, I don't really need them." Ugh. When I had him in there, he wanted and needed those socks because I made him feel so good about those socks. Any ideas how to encourage the sale before they have a chance to either forget or talk themselves out of the item? I've tried the, "I'll keep those here at the counter for you until you decide," and that works occasionally, but if someone says they just, "Love these wallets. I'm going to come back and get one out on my way out," I can't put every wallet on the counter. Any ideas or suggestions?

    A: Well, the reality is that person found no need for your item. I'm sorry, that's the brutal truth.

    They weren't invested enough either because the product wasn't special enough or because your sales process wasn't special enough, and in the end of the day, it's like, "Eh, I can let it go."

    As failed salespeople, we make ourselves feel better by hearing someone say, "I'll be back." But the reality is you didn't push that sale through where it needed to go.

    I'm not here to be your friend, I'm just here to tell you what happened. And a lot of people make that mistake.

    We talk about the features and benefits, we talk about how great this product is because you like it, but in the end, it wasn't enough for the customer to feel that way, so somehow you failed.

    You certainly should be checking out SalesRX, which is my online retail sales training program. I'm training something like 10,000 people around the world right now-people who've never even met me, on how to sell better.

    At the end of the day, all you have to do is to create an exceptional experience. And most importantly, if you do that right and become a trusted adviser, then you sell the merch, and you're not waiting for that loser's limp up, "I'll be back."

    So yes, you could also try to make them buy it right then. "Well, if you don't buy it, someone else might." But that's kind of pushy.

    Why don't you find a way to say, "You know, you like it. They're only five bucks. You buy two, and you could return one if you like." But get the sale. That's the important thing.

    When a shopper walks out, you haven't done the hard job of getting the sale. I'm sorry but that's the reality, and that's why an awful lot of people are having a tough time.

    See also, How To Close A Sale? Address Shoppers Five Roadblocks

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