Have you had a similar experience regarding shopping?

[GordonJ]

In the Jan. 2009 NOBS Marketing Letter (Dan Kennedy and Bill Glazer) Dan tells the story of his adventure to a mall.

He spent hundreds of dollars in several stores and not ONE person offered him a decent sales pitch for an upsell or add on. ONE person tried, and he gets some credit, but Dan says it was a lame attempt.

Elmer Wheeler was a conultant to retail stores and his Tested Sentences came out of the retail trenches. Today, retail hires clerks. Many rude ones too.

Clerks over salespeople. And in this same issue of NOBS Marketing Letter they list the 1,956 "departures" from the scene including the stores of MACYS, Home Depot, Wilson's Leather, Foot Locker, Zales and many other names.

Dan suggested and I'm going to agree with him...maybe if the stores had a little more salesmanship (which is the ultimate customer service) and fewer clerks standing around gossiping with each other...some of these 1,956 stores and the thousands of employees losing jobs...

might still be viable.

So, start your year off with a review of this tome I wrote several years ago:
http://www.angelfire.com/biz/gjbiz/p...tasproduct.pdf

The PROSPECT as Product. If you haven't read it in awhile, give it once over.

The stores and companies that will survive and thrive in this down economy will be the ones who put the customer first. Amazing, yet seldom used concept.

Did your holiday shopping mirror Dan's and mine? I couldn't find a knowledeable clerk in any of the stores I visited. If you have a positive experience, lets give them some free press. Wish I could start it off, but not a single store had ONE decent clerk to assit me in my holdiay shopping.

Gordon Jay Alexander
http://www.angelfire.com/biz/gjbiz/p...tasproduct.pdf

Some of those retailers need to get out a bit and Study and eat at those cafes & restaurants where Many offer those two shot cappucinos, can I supper size those margaritas, can I bring you that appetizer now and will that be sauted mushrooms and onions with your 10 oz sirloin...

Although, more and more retailers these days are atleast Starting to collect those email address details from customers for a little Pre-selling... Upselling and Future add on's...

If you get a chance to frequent a few of those Smart well Marketed eating Experiences...

Listen and Carefully look around a little, even in the kitchen as you can definitely Learn a thing or two to take home and re-apply into your own business models...

As I've mentioned before Even if you're Not a Retailer...

You can Never have Too many Marketing and business ideas...

Here's the guy retailers need to seriously Listen to... Great Free tips and an Excellent resource "The 5000 BEST Sale & Promotional Names & Ideas Ever Compiled"

Rick Segel is "The Retail Expert" and wants you to become one too. Let's go shopping!

http://ricksegel.com/
http://www.ricksegel.com/blog/

Phil

I had a positive experience in the most unlikely place. WalMart, if you can believe it. I was looking at cameras and the clerk came over and started telling me all about them and even recommended one to me. She wasn't a super salesman by any means, but she was knowledgeable and helpful and even friendly.

I was shocked...and pleased.

I've done this several times: Go into MACY'S and ask one of the cashiers these two q's... "How many cash registers are there in this store?" then -- "How many CASHIERS?" -- This is to point out that there are many, many of the former, and almost none of the latter.

So, it's not just a lack of training, it's a lack of employees! There's no one to train, even if you did train them!

I don't know if Kennedy also pointed out (I'd be surprised if he didn't) that "sales"people almost never use these two "marketing miracle cures:"

1) Ask the customer, "Where/how did you hear of us?"

2) Ask the customer, "Would you like to sign up to be on our VIP email list?"

This difference between clerk/order-taker and salesperson is analogous to the difference between passive web-based marketing and OUTgoing, proactive marketing (like direct mail + telemarketing).

It's the difference between catching and throwing. The difference between being a dartboard, and being a dart.

One is waiting for customers to reach you, and the other is going out and reaching QUALIFIED potential customers -- whether they want to be reached, or not.

Seems like a no-brainer to me -- but I think many businesses can't even tell the difference.

-- TW

Back in my retail days, there was no difference between cashier and salesperson except that one was bored behind a till, while the other was free-range bored.

The REAL difference between a cashier and a salesperson is ATTITUDE. The cashier just handles the end result of a sale...ie: the money part. Ideally they should have a customer service attitude but not all do, obviously.

A salesperson, on the other hand, is first of all customer oriented. This means that, whatever the customer needs (or might need on an upsell) comes first.
No effort is spared to make sure the customer is happy.

To this end, the salesperson is INTERESTED in doing the job right. As such, they will make time and invest the effort to learn the products and the best ways to present them. They will be familiar with the store layout and help to keep it neat and presentable for the customer. If they don't know the answer to a question they will know where to get the answer...and do it for the customer ASAP, if at all practical or possible.

There is a world of difference between a cashier and a salesperson. If a person is bored doing either job, perhaps they're not really DOING the job. Doing either job well is plenty to keep a person busy and thusly not bored if they are in the right position for them. If not, they'd best get out of that line of work.

Sandi Bowman

Retailers have simply gotten lazy in what they want their staff to do. They do not want them to sell, which is why they offer them an hourly wage.

It's easy for us to point our finger at the lazy or rude cashier. What can you expect from an hourly worker? They have no incentive to strive and out do themselves when there is no monetary incentive. And if an employee is rude or lazy, then it falls back on the retailer.

I can assure you that if that same employee came in knowing that they were hired on a 90 day salary, then were going to be placed on straight commissions on day 91, that same retailer would see a different type of sales person.

If I have to blame any one it is the retailer, who has given up on sales personnel and is only wanting to hire people to tend their stores, stock their shelves, and answer questions with vague solutions.

Sandy, I would like to comment on what you said:

"A salesperson, on the other hand, is first of all customer oriented."

Customer oriented is subjective and each prospect has their own version of what this is, which is why a salesperson cannot be that.

A salesperson is a "CUSTOMER" first.

Once a salesperson begins realizing that they are also a customer and how they expect to be treated by salespeople, then they will begin to view their customer with the same commitment they would want other salespeople treating them.

It all goes back to the golden rule, "Do unto others as you would have them do to you".

Sadly, retailers are not interested in sales training, just profit gaining.

L.B., sorry to have to disagree with you. I sold menswear and motorcycles/parts for years and was never (trust me on that!) a customer.

I have also hired,trained, motivated, and managed more salespeople than I can remember over the years. My number one requirement from any prospective salesperson was to have a definite customer orientation. That means a definite desire to help and serve the needs of the customer. Without that, you have a lot of hot air and not much substance. You can train, motivate, and waste a lot of time and still get duh results without the basic underlying drive to be helpful, to the max, to the customers.

I think, basically, we're on the same page but have different ways and words to express things.

I'm a girl, not a guy, please spell Sandi with an 'I'.

Sandi Bowman

Sandy, Sandi, or Sandee, (All females I know who spell their names like this),

Originally Posted by Sandi Bowman

L.B., sorry to have to disagree with you. I sold menswear and motorcycles/parts for years and was never (trust me on that!) a customer.

I never said you had to be a customer of the place you worked. I said a salesman IS A customer first. Meaning, that each of us are customers, when we buy groceries, clothing, fuel, & etc...

When we are out shopping we assume the roll of a customer and judge those who do or do not service us the way we believe we should be treated while in their establishment.

Originally Posted by Sandi Bowman

I have also hired,trained, motivated, and managed more salespeople than I can remember over the years. My number one requirement from any prospective salesperson was to have a definite customer orientation. That means a definite desire to help and serve the needs of the customer. Without that, you have a lot of hot air and not much substance. You can train, motivate, and waste a lot of time and still get duh results without the basic underlying drive to be helpful, to the max, to the customers.

I think, basically, we're on the same page but have different ways and words to express things.

If you want to get a salesperson long term attention, you have to hit them where it counts. Their pocket books! All the training, motivating, counseling, feel good seminars can never address this better then when a custom says, "No thanks!"

Why? Because everything else wears off, even management's intention to get their people motivated. The loss of income never wears off and is the most powerful means to get your sales staff on board or unemployed.

Every salesperson I've trained over the years, I always come back to this basic sales foundation, when they start whining or complaining about customers.

When they belly ache that they have done all they know to do, I simple remind them, "Did you treat them the way you would want to be treated?"

Treat your customers how you want to be treated and they will line your pockets. Treat them differently, and they will withhold what should be yours and give to someone else.

Loss of income is the #1 motivator and equalizer of those who will do it right or those who are just taking up space.

Originally Posted by Sandi Bowman

I'm a girl, not a guy, please spell Sandi with an 'I'.

Sandi Bowman

As stated above, women are no longer strapped to a gender on how to spell their name.

However, I deeply apologize for offending you.

No offense taken. Guess you didn't notice the wink? I don't take myself all that seriously but thanks for the apology anyway...nicely done.

Sandi Bowman