A Current Retail Success Story
Had a classic buying experience on the weekend that I just had to share with you.
I was at one of my favorite menswear stores and I got talking to the one of the owners and she asked me what I did.
When I told her that I help companies increase their sales and profit by re-engineering their sales and marketing systems and then implementing the new strategies with the entire team, something really interesting happened.
She told me she doesn’t think about the process and in her words “I know my product and I just help people to feel fantastic in our clothes”.
Now keep in mind this lady is a seasoned pro and she then went about selling me about 400 dollars worth of gear in the form of a whole outfit.
Her dialogue with me was confident, seamless and highly elegant in the way she went about making her recommendations. For one, Diane’s mindset is perfect for selling a stack of clothes at retail.
Lets examine it briefly “I just help people to feel fantastic in our clothes”.
“Help people” allows her to feel great and a sense of pride about what she does everyday.
“Feel fantastic” – its no secret that selling is a transference of feelings and Dianne is genuinely making suggestions “dressing” men in what she believes they look great in It just doesn’t get any better than that as far as mindset goes.
But as far as process goes, I could identify everything she said and did as a core principal of influence.
She used “pace and lead” dialogue like.
You know how when it’s Saturday morning and you don’t really want to dress up but you want to go out for brunch with a couple of friends (which is a pace – something she knows I will believe is true).
Well this top is great because you can just throw it on and it’ll look great (which is a lead – something she wants me to believe is true)
Fact is she was using some really advanced dialogue with me – AND SHE WASN”T EVEN AWARE OF IT.
And that really is at the core of the philosophy of what we do.
You can wait till you (or your staff) have had forty years of sales experience and can do this stuff intuitively, or you can fast track the process and teach your team the process’s and the key dialogues that it takes to sell ELEGANTLY today.
If you’d like to get on the pre-notification list for the next retail sales masterclass I an running in September simply click on the below link to get first crack at the 30 seats we will be releasing for this event.
The result is the same the only thing that’s different is the time factor.
Also interesting to note that this retail operation was cranking. The store was full of awesome looking stock and full of people just like me cheerfully being looked after and spending money.
Funny about that but surprising? Not in the least these guys simply get it.
