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By John Broetje | Uncategorized | Sep 27, 2013
In today’s world, mattress shoppers are emboldened because of the proliferation of choices of products and retailers, the abundance of online information and the influence of social media.
Shoppers are paying less attention to what retailers and manufacturers say, and instead, are consulting more with their peer networks and consumer review sites to determine what and where to buy.
While we want our customer’s to always have a good shopping experience when they walk into the store, inevitably there will always be a couple unhappy campers down the road. Unfortunately for retailers, a report of even one bad experience can spread quickly to thousands through social networking. Social networks give those unhappy campers a loud speaker to voice their opinions.
However, through conversation, RSA’s play a key role in helping shoppers determine where and what to buy, how happy they will be with the product and the shopping experience. It’s become cliche that “people don’t want to be sold; they want to choose to buy.” Rehearsed lines using rigid selling steps become stale and ineffective. People want unique experiences and they don’t respond well to canned presentations.
Do’s and don’ts
While rehearsed lines are not recommended, there are specific statements and questions that have proved to be effective. Conversely, there are those that have the opposite effect. Understand that some statements or questions aren’t necessarily bad, but there are other’s that are more effective.
Finally, because rehearsed lines can become tired, RSA’s should reframe these statements using their own words and style. Vary them, rather than recite from memory.
RSA’s Should Always Say:
Call it relational or consultative selling, but I call it “guided discovery.” Guided discovery is a give and take exchange of ideas and concerns, needs and wants; open-ended questions and answers; objections; and explanations. It’s discussions with individuals rather than presentations to shoppers.
Listening is key. Instead of thinking ahead to what you are going to say next, RSAs should listen, hear, pause and consider before formulating a response. Closing a sale requires no technique or manipulation when the shopper feels they had their voice heard and validated.
<Article Source: Sleep Savvy Magazine, “10 Things RSA Should Always say…and a few things better left unsaid,” by Gerry Morris. September 2013.>