I once worked for a mid-sized flooring company with about 13 stores. We had a new store that was producing a low sales volume. We thought maybe the location and other things might be the problem. Then we hired a new salesman who at once started out-selling everyone around him. I drove to the store to see what his secret was. He was an outgoing fellow, but it soon became clear to me that he knew very little about the flooring industry. Still, I pressed him for his secret and finally he said, “Wait till you see how I treat these folks.” That was it! Simply put, he knew that customers buy relationships, friendliness, and trust as much as they buy product.
How many people out there like salespeople? Not that many, I have observed. Seriously, how often do you hear friends and acquaintances grumble, “I hate salesmen.” (Apparently ladies do not fall into this ‘hate’ category as much.) Salespeople are often regarded as uncaring and only after as much of the customer’s money as we can make. Customers often believe we are patronizing and too aggressive. We exaggerate our products. Customers seem to feel we turn into certified liars every time our lips move, and no is never an answer.