How to Become a True Salesman

** Speech Given at Toastmasters **
                Are you a clerk or a true salesman?  A clerk is a mere gopher for the customer; an automaton engaged for the whim and pleasure of the person seeking goods or services.  No thought or analysis is involved to assess the needs and desires of the person in front of them.  In most cases, employees in this category are poor to average salespeople as they allow the customer to dictate their earnings.  Clerks on the minnows of the pond.  They are no threat to anyone, especially the customer, as their sales skills and livelihood are mediocre at best.  On the other hand, a true salesman is the shark of the open sea.  (Fins up!)  Observe, I didn’t say sheister, con-artist, or bully.  These people engage the customer in a non-threatening but equipped manner.  At their disposal are years of seasoned experience, including honed skills and a plethora of tools to use.  Their social acumen and discernment are second-to-none and always improving.  Today I offer three points in how to become a better salesman.

                First, throw out the bait.  This means greeting the customer.  Greeting the customer does not automatically make them “your customer”, it is simply fulfilling the social obligation of courtesy.  Most people walking in to a place of business, usually have been repeatedly traumatized by the clerk who is beating them over the head with offers of help.  Regardless of what comes out of my mouth, it is no wonder people’s defense mechanism is to say, “No, I’m just looking!”  (“What kind of shoes are those?”  “No, I’m just looking!”  “Where are you from?”  “I’m just browsing around.”)  To circumvent this, I allow the customer a few minutes of browsing time after my initial greeting.  Then I approach to introduce myself, accompanied with a handshake.  If the individual is a regular customer, I immediately call them by name.  Since I am old-fashioned in this regard, I use the proper pre-fix and surname.  This short action typically disarms the customer enough to have them drop their guard.  To further their comfort and ease, I offer a fresh cup of coffee or bottled water.  At this point, the customer is more prone to interact with me as an equal.  The discussion doesn’t necessarily contain the reason why they are visiting the business, but in due time the customer willingly divulges information of that sort.

                Second, set the hook or cut the line.  Most salespeople can tell if the people involved are truly killing their time and yours.  In cases such as this, offer any future assistance and then cut the line.  On occasion the customer will surprise you by coming back for your expertise.  For the majority of other people, reading the customer (discernment) comes in to play.  Upon a few basic questions, I can quickly assess and gather most everything I need to know to begin the sales process.  As I present the goods and services, body language is key in confirming the direction I need to navigate.  When it looks as if the customer may not find the satisfactory product, don’t give up.  For example, if the customer is looking for dress shoes and all I have are casual shoes or sandals, guess what I’m bringing out to show?  Persistence is key…do not give the customer any reason to walk out empty-handed.  This includes providing enough product information and personal skill for the individual to think about.  (Yes, this means getting inside their head.  This doesn’t sound as bad as it seems.  There is definitely a psychology of selling that most people aren’t aware of.)  Add-on sales are crucial and really where the money is at.  In the shoe industry this meant a pair of socks, shoetrees, and polish for every pair of shoes sold.  Don’t get greedy, but make sure the customer is aware of everything he or she needs for proper care and maintenance of the goods they are purchasing.  This may not result in an immediate sale, but I guarantee the customer will return and ask for you by name.

                Finally, reel in the customer.  In retail there is an axiom, “You can’t close the sale at the register.”  By the time the sale has progressed to collecting the money for services rendered, the sale is already closed.  Wrap up the sale before proceeding to the deal-ending paperwork.  Offer any loose-end but related items before bringing the positive experience for the customer to a close.  Offer your business card with the understanding you are available to assist any and every time, whether over the phone or in person.  Most people get this part of the transaction but miss the back half of the interaction.  Ask for the customer’s contact information.  This is called clientele-ing.  The question posed is, “May I add you to my clientele book?”  This involves gathering their name, phone number, and email.  Addresses may be given according to the comfort level of the customer.  Insure them this is for my eyes only as the purchaser will not get inundated by mail-outs and phone calls.  (As addresses are gathered, send Christmas and/or Birthday cards.)  As many years as I spent in the shoe business, I had quite the clientele book.  In fact, from shoe company to shoe company, many people followed and showered me with their loyalty and business.  A few of my customers only shopped with me one time a year spending thousands of dollars each visit.

As I close, becoming a true salesman is an ever-changing evolution of learning in practicum.  It is a hands-on process of learning on the job.  In addition, reach out to old-timers who have been at it as a career.  But always remember: throw out the bait, either set the hook or cut the line, and reel in the customer.  Don’t remain content as a clerk, become a salesman.  The old proverb is, “Give a man a fish and you feed him for a day.  Teach a man to fish, and you feed him for a lifetime.”