The worst customer service. (cont...)

Is that camping store owner out of his mind??!

I think so. Either that or he is making so much money he just doesn't care. Or maybe he just doesn't know what he is doing!

And yes, I've written that heading just to grab your attention. I've done that because of this.

This camping store owner is just like the vast, vast majority of businesspeople I see. I'd guess 98%.

98% of business owners are not fulfilling the potential of their business. No where near it. And the reason is simple.

They have no idea what they are doing!!

I've gone on for long enough. Just off the top of my head here are a couple of things that should have happen. These things would shoot the business owner's profit through the roof, his customers would be happier, they would refer more people and they would return again and again.

Thing 1: Sell something!

I've called the two- (2) people we dealt with salespeople. But they ain't. They are just cashiers. There to take the money and that's it.

The first guy came up to us as Jack and I were reviewing the two- (2) different tents.

"The $90 tent has poles that are 7.9 mm. The $50 tent has poles that are 6 mm," he said.

Big deal! That means nothing to me, less to Jack and does not help our review at all.

He told us a few other differences in the products and then wandered off.

This is what he should have said.

"Howdy folks. Looking at our great tents - what will you be using the tent for mainly?"

Stop right there. Notice I didn't say "Can I help you?" Everyone says that and it's boring, dull and likely to get a "No thanks, we're just looking" response.

I started with a bit of enthusiasm and then start my analysis of my customer.

I'm not going to just launch in and tell the customer about the features of each tent. I'm a salesperson and a damn good one!

I'll be finding out exactly what my customer needs and then I'll be giving him the best recommendation I can!

• "How often will you use the tent?"

• "Where will you use the tent?"

• "What's the ground like there?"

• "When will you be using the tent mainly - summer or winter?"

• "How many will be sleeping in the tent?"

• "Will you have extra gear outside the tent?"

• "Will you be walking to the camping area or driving straight in?"

Every single one of those questions elicits information from the customer. And now I have the information I can make a recommendation. And it's a recommendation that will be believed, trusted and acted upon because it comes from someone who has just analysed the customer's needs.

So here goes!

"That's great Jack. Sounds like you have some great camping trips coming up with your Dad. Okay, based on what you guys have told me, here is what i would recommend. Go this this tent here - firstly, the poles are 7.9 mm rather than 6 mm like the other one.

Now what that means for you Jack is a sturdier tent. And a sturdier tent will last a lot longer, you'll get less stress on the material - the material lasts longer. Those poles are also much, much harder to get blown down in a storm.

Okay, now because you are mostly camping during the summer - we get most of our rain in the summer - the $90 tent is better yet again. It has this canopy at the front that does a couple of things:

1. It provides cover for your excess gear that you mentioned you leave outside, and 2. It provides shelter for the entrance so you don't have to have the tent completely sealed all the time. Lets a bit more air in during those balmy summer nights."

I could go on (and yes I know I do!), but I'm sure you get the picture that the salesperson with information can make an fantastic recommendation.

And even if that recommendation was for a $150 tent when were looking at the $50 and $90 tent, we would have almost certainly gone with the recommendation (the clever salesperson would have established a budget).

This next bit is the critical bit. And it's the bit the majority of salespeople do not do.

Ask for the sale!

"Okay Jack and Dad - do you have any questions? No, terrific. Would you like to buy this tent then?" (There are 100 variations on that line of course, but the issue is the same. Ask for the sale. Ask for the sale. Ask for the sale.)

Thing 2: Add-on sales

The attendant looked at what we bought, took Jack's money and gave a receipt.

This is kind of related to the first 'Thing', sell something. But not only do you sell something, you then sell something else.

You have a son and his Dad buying a tent. Please ask us to buy something else.

Here are a few ways to do it:

Add-on sale 1: "These are great tents - one of our best sellers. Did you know we have a special when you buy these tents? - 15% off a great Acme lantern. They are perfect for camping, provide terrific light for when you guys are sitting around chatting and come in three- (3) colours. Would you like to add one - just $19.95?"

Add-on sale 2: "Oh yes, wonderful tents these. I always find the ground a bit hard when I go camping these days. I use a foam mat to sleep on - here they are here. Do you have a foam mat for sleeping on? They're very light and very comfortable and I highly recommend them..........etc"

Add-on sale 3: "Jack! Your own Swiss Army knife - wow! Right beside them here (and they were right beside them) are knife holders that clip on your belt. Your knife won't fall out of that and get lost - plus it keeps it safe and clean. Would you like that as well?"

Okay, so my examples are a bit corny but the principle remains the same.

When your customer is buying something they are highly likely to buy something else that complements their purchase. Sure, not every time, but plenty of times.

A client recently told me his sales increased by 25% when they implemented an add on pitch.

That covers the selling and the add-on sale.

Read on for...

The Secret Question...

Brendon Sinclair