Easy Ways to Increase Sales

If you want to increase your sales quickly and simply, good customer service is your biggest asset. It will increase customer good will, willingness to buy, and return visits. We talk a lot about sales skills, but if customer service is not the major part of sales, the sales skills are not going to help much.

I have been into many businesses where sales people try to push me, bully me and sometimes even shame me into buying. I don’t buy. If you provide me with good customer service, show you are interested in me and engage me, I will willingly and happily buy from you and come back to buy more.

Customer service is a compilation of different skills that help you, the sales person, focus on the customer, find out what s/he wants, and meet their expectations with not only your service but your products.

  1. Introductions: Welcome your customers to your business and immediately introduce yourself. Usually, if you introduce yourself the customer will introduce him/herself. If you don’t have a good memory, silently repeat the customers’ names three times and say to them: “John/Julie it’s a pleasure to meet you.”
  2. Ask A Question: Any number of questions can be asked:
  • Are you enjoying the lovely weather?
  • Is this your first visit?
  • Did you have anything special in mind today?
  • Are you visiting the area (if you are in a tourist area.)
  • You look familiar (if you think they may have been in before.

3. Listen to the Answers: It may be information you can refer back to that will help close a sale. People respond to people who pay attention, it makes them feel important. Don’t present a new query until your customers have finished answering the one before.

4. Be Patient: We all work at different speeds. Allow the customer the time to formulate an answer to your question or to make a decision. Count slowly and silently to five.  Use the same 5-second rule when you ask customers if they have any questions. A lot goes through people’s heads before they ask a question. They may have trouble formulating the question or don’t want to ask a silly question or appear ignorant in front of others.

5. Relax when you are around customers. You know that you have fifty things you need to get done by the end of the day, but your customers don’t. It’s not appropriate to make customers uncomfortable because they are taking up your time.

6. Don’t Assume: You don’t know whether a stranger who walks into your business is going to buy or not. You might think you do, but truly you don’t. It is very human to judge people, we do it all the time. So, if you find that you are judging, tell yourself that you may not be right. Then go about helping them to the buying decision.

Look for more customer service ideas next week.

A tip of the glass from me to you!

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Assessing Customer Experiences

Last week this blog delved into statistics regarding customers who may have had a less than stellar experience when they visited your business. We discovered that the percentage of customers that you think were satisfied with their visit was not necessarily in line with the number of customers who actually were satisfied.

Also, we learned that only a small percentage of dissatisfied customers take the time to complain. The rest just don’t return.

After publication of this blog, I received an email from one reader regarding the best ways to contact customers. He was concerned that calling people may be intrusive and they may not be comfortable telling you what they really think. Good point and one that is raised regularly during seminars and conference sessions.

The first thing to do is to ask customers how they would like to be contacted. Would they be open to a phone call or prefer to be contacted via email, text or mail. How customers prefer to be contacted many times has to do with their generation. Text is the favorite for Millennials and younger people, while some Gen X or Boomers may prefer email or even mail. Step one is always to identify the wishes of individual customers.

If you don’t have this information on your individual customer records, procuring the information gives you a reason to call your regular customers and double check. Most of your regular customers are not going to mind an occasional phone call. In fact, in many cases it is going to strengthen your relationship with these customers as you are initiating a more personal interaction. While you are on the phone and the opportunity presents itself, this is a great time to tell the customer of any exciting opportunities to purchase. Remember that these people are regular customers because they like you and your products.

Once you have the information on how they want to be contacted, make sure you have the address or phone number in order to follow up. Also get their agreement (in writing) with a follow up email that you as them to sign and return.

Your consideration for how your customers wish to be contacted will just deepen the relationship you have with them and they will appreciate the courtesy.

A tip of the glass from me to you!

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Progressive Engagement

Engaging visitors in the winery or any other retail business is a sequence that goes through various stages, with the result that visitors feel comfortable and welcome.

Engagement takes you and your visitors through a series of steps that allow you to

Connect • Inform • Entertain • Share the whole experience with your visitors.

CONNECT

Make that immediate and visceral connection with visitors as they walk through the door. Find a way to acknowledge them immediately, always with eye contact and a smile. If possible, interact verbally. If you are unable to speak to them as you are engaged with other visitors, eye contact and a nod or wave.

INFORM

This part is very important: not only do you inform them about your products, but you allow them to inform you about their wants, needs and desires. Once they have done that, you will have the tools you need to present your products in ways that they will appreciate. Be sure your information contains ways that differentiate your products from those of other businesses.

ENTERTAIN

If you can, entertain your visitors, making them laugh, which helps people open up and therefore more easily internalize the information. Or give them factoids they were not aware of, that they can then tell others. You will create reasons for them to remember your brand and to talk about it to their friends and family.

SHARE

Share information with them in ways that make them feel as if they are getting something special. Tell a story about the winemaker or how the grapes were grown.

Sharing is a great way to sell, as it draws visitors into the stories about your products.

If you engage your visitors with sincerity and a desire to be interesting and entertaining, the visitors will leave felling passionate about your product. They will wonder how they ever lived without your product and take memories with them when they leave. They will feel pride in the product they have purchased and feel confident that your product is a name they can trust. They will also buy it again.

Go through these steps every time the visitor (now a customer) comes to the winery, to continue to enhance the connection and solidify the engagement.

A tip of the glass from me to you!