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Apologeticselling

Do You Talk Your Customers Out Of A Sale?

Sales skills are the lifeblood of most businesses – no matter their size.
In my role at BANPAS, I deal with lots of business owners who shy away from improving their sales skills.
For some people, selling equates to being cheesy or pushy and as a result they over compensate in completely the wrong way.
We’ve just had a new bed delivered and I want to share with you my buying experience as it highlights something you might never have realised you’re guilty of.
We were shopping in a local out of town department store with the intention of buying a Super King bed.
This was a shopping trip I was looking forward to.
I had done my research and had an idea of what I wanted.
The sales assistant saw us looking at a bed and asked if we needed any help.
I explained what we were looking for and pointed at the beautiful bed that had caught our eye.
“Oh I see. Well that particular bed is top of the range”.
Although the comment wasn’t made in a condescending way, I got the impression that she felt she was doing me a favour by moving us around to show us the beds that were less expensive.

I counted to 10, I’m sure she didn’t mean to cause any offence with her comment, and I confirmed that this is the bed we were interested in.

Now, I wasn’t wearing make-up, and as it was a Sunday my hair probably wasn’t looking that attractive, I don’t use expensive handbags, and my funky glitter shoes are from the kids section at Primark.
So I probably didn’t look like I had a healthy budget, but I felt like this assistant had decided either I couldn’t afford the bed of my dreams or that SHE felt the more expensive bed wasn’t worth the price tag.
Now that second thought is a worrying one because lack of confidence in your products or pricing is something that is very common amongst small business owners.
And it’s clear that clients pick up on it – just like I did.
However, I set my unease aside and found myself seated at the sales desk to place the order.
I asked if the mattress came with any kind of protection and was shown a choice of 2 stretchy covers that weren’t anything special. As an afterthought, she said they did sell one that keeps you cool (perfect at my time of life!)
“But that’s going to be at least £200 for the size you’ve ordered”

She was apologising for the cost and again, assuming that I would find it expensive, or she was feeling the product wasn’t worth the price tag.

I decided that she must have thought it was an affordability issue because what this lady doesn’t know about me is, I LOVE my bed.
I often struggle with stiff, sore muscles and painful joints, to the point I will do my work from my bed.
To me, a luxurious bed is something I value and am prepared to spend money on – possibly more than the average person would. She of course, had not really thought to find out what I value – she was placing her own values across mine.
And there we have worrying point number 2.
Do you struggle to conceive that clients will pay the prices you set because you wouldn’t pay those prices?

In short, there were at least two times I was on the verge of leaving and going elsewhere.

In the same way that a pushy salesperson can often lose the sale, an apologetic one who doesn’t take time to focus on what the client values, also risks the loss.

Sadly, many small business owners who have to sell products and services for their businesses to survive, are so fearful of being the pushy salesperson, that they become the apologetic one.

If you are reading this and thinking, ‘yes, that’s me, I know I’m guilty of this!’ then you might want to take a look at our sales training – it’s been designed for portrait photographers who hate selling and will do anything other than be pushy.

We’ll show you how to listen to clients, give them value, and increases your sales with little effort that becomes a joy for you.

Find out more HERE
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