One day you look around and realize you need some "stuff" that Amazon Prime either doesn't deliver or can't get to you in time.
So you get dressed and leave the comforts of your home to shop...at an actual store...with other people...including salespeople (we are people...right?) to acquire this strange thing that Amazon doesn't offer. Maybe it's furniture or a new computer that you want to touch and click before you oder or maybe it's a car you're after.
You step onto the property and see the salesman who flicks his cigarette to the ground as he notices you and heads straight into your path, picking up his pace, never breaking eye contact, shows his big pearly-slightly-tar-stained whites, throws out his paw and utters those words you were so hoping to hear "Hi, how can I help you?"
Being the kind, caring, honest person your parents raised you to be you respond like we all do, "Oh, I'm just looking."
And so the dance begins. It's a slow dance that hurts both you as the consumer and the salesperson, all because he couldn't take the time to read this email and learn one or two simple but unique ways to open the conversation, which would build the momentum towards him. (He needs a sales dog.)
This is unfortunate because according to a 2014 study by Deloitte, the knowledge of a store's salesperson was the #1 feature that can influence a sale.
But when the salesperson acts like every other salesperson, you, the buyer, put up your defenses and do not engage because you've been burned in the past by aggressive, unethical salespeople.
It doesn't have to be that way if you do just three simple things:
- Remember that you only get one chance to make that first impression.
- Use a different, yet effective opening.
- Understand that our feelings drive our fondness for you, the salesperson.
So how can you open better to make that great first impression and begin creating a feeling of fondness in the hearts and minds of your prospects?
Like any sales or marketing effort, you need to get the attention of your prospective customer, and you do that by surprising Broca.
In other words, you write or say something that is unexpected.
When your customer doesn't expect the question, they won't give you their prepared, reactionary, expected answer, i.e. "Hi, may I help you?" "No, just looking."
Instead, try something such as:
- "Welcome to Wes's Ford-Lincoln. What brings you in today?"
- "Hi. Welcome to Wes's Office Supply. Is this your first time visiting us?
- "Welcome to Wes's Furntiure. Are you just gathering information or do you plan on making a decision today?"
Jokes are funny—and effective—because they have a surprise ending.
Your openings are effective for the same reason.
"But, Wes, that's a script. It feels unnatural. I like to go with the flow. Feel things out. Let my personality show."
The ironic thing is when you have an opening that works you will be more relaxed when you meet a prospect because you won't be worried about what to say or how to act.
The difference between rookies and pros is that pros take the time to practice, drill, rehearse, and map out their performances.
It can be done alone...if you have a lot of time, patience, persistence, and pig-headed determination. Or you can invest in a proven shortcut.
Founder, The W.E.S. Method™