I was shopping recently with my husband for a major purchase for our home. We went to several stores including a large local retailer. At one store, the salesman approached us to offer his help.
As he explained the options, the features and the price differences, the salesman was thorough. But he overlooked one thing: the decision maker.
Throughout the encounter he talked to my husband, not me, asking him questions and looking for his reactions. What he failed to glean was that I was driving this purchase decision; my husband was along for the ride.
The salesman overlooked the subtle and not-so-subtle clues that I would be the one spending the money.
In fact, data show that women make upwards of 85% of purchasing decisions for the home, including electronics and furniture.
This salesperson would have made a much stronger, positive impression (and possibly have made a sale) if he had followed these basic sales courtesies:
- Don’t assume.
- Don’t be overly familiar.
- Avoid too much small talk.
- Create connection and empathy.
These principles apply to many situations: trade shows, business meetings, sales presentations and in-store encounters. Overlooking these basics can be detrimental to your next new client relationship, sale or idea pitch. Are you guilty of overlooking or overdoing any of these basics?
1. Don’t assume.
In any meeting when there is more than one person present, don’t assume you know who will make the final decision. Everyone present is there for a reason. Treat all with equal respect, gathering information and input from each person.
What’s even worse: They tell you who the decision-maker is and you still ignore the person holding the purse strings.
2. Don’t be overly familiar.
American culture has become very casual. But not everyone walking into your business is ready to be your best friend. If you shake hands with a man, then shake hands with a woman. Hugging people you don’t know is not only inappropriate but can be perceived as aggressive. Respect a woman’s personal space the same way you do a man’s.
3. Avoid too much small talk.
You have a product or service to sell, and the person or people in front of you have a need. You may be a very nice and fun person to talk to, but your next customer is looking for you to help them find a solution. Don’t waste their valuable time on conversation about the weather.
4. Create connection and empathy.
Your prospect or customer has a problem. They’ve come to you (or you’ve called on them) because there’s opportunity for you to help them fix the issue. Asking questions that help you better understand their pain points and their needs creates stronger connection and helps start to build trust. You can’t help someone until you know what they need. Let them talk first and listen with intention to understand and recommend, not just to sell.
Once you understand their needs, then you can make your pitch. Talk about your offerings in a way that demonstrates value. This reinforces that you heard the prospect and truly listened. Then it’s advice, not a “push.”
“Hello there, little lady!”
Old-school Herb Tarlek sales techniques may have worked in the 70s, but if your sales team is still using these methods, they’ll irreparably wreck your brand. Do some secret shopping and start training up for better customer experience.
MB Piland is a marketing firm helping clients with culture, leadership training and employer brand development. Want to know more? Call Martha direct at 785.969.6203 or
Black phone photo by Getty Images. Leopard coat photo by Malvestida. Both on Unsplash.
