Assume a HUGE weekend


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Can you believe that after this weekend there is only one more full weekend until Christmas?

Every customer who comes into your store offers you the chance to connect, deliver a memorable experience, and win him/her as a customer with the biggest possible sale.

When I talk about making the biggest possible sale, I’m not saying that we should be pushy or try to sell people a bunch of stuff they don’t need or want. What I am saying is that by maximizing the relationship you build with your customers, you can help them purchase more of your wonderful products for the people on their list.

Most salespeople believe that the outcome of a sale lies in the customer’s motives and actions. I believe that our actions, and the language we use, influence sales as much as anything the customer thinks or does.

Let’s go into the weekend assuming that if you use these three tips, you and your colleagues will have a HUGE weekend.

1. Assume that every customer is walking into your store to make a purchase. I know this sounds line a no-brainer, and I bring it up from time to time, but my own shopping experiences remind me that not everyone thinks this way. At 7:30 on Black Friday morning a sales clerk actually asked me if I was out shopping. I felt like responding, “No, I’m playing a round of golf and I think I sliced my shot into your store.” Of course I’m out shopping!

And we want to go beyond that initial assumption. Don’t just assume the customer is out shopping; assume the customer is walking into your store with his holiday list. With less than three weeks to go and the crowds only getting bigger every day, why wouldn’t a customer be out buying?

If you’re assuming that your customer is ready to buy more than he thinks he is, remind him of the benefits in buying now. (Shorter line, better selection, faster gift wrap, getting to work with you as their sales associate, etc.)

2. Use assumptive language to maximize your opportunity. Of course, this goes hand in hand with assuming the customer is coming into your store to buy for their list. Assumptive language conveys to your customer that you are ready to help her make a purchase, and helps her picture the people on her list receiving and using the gifts she gives. It also does the same if she is buying something for herself.

Try these key assumptive words:

Will – “You will really enjoy this” or “This will look beautiful on her.”

When – “When he opens this” or “When she puts it on for the first time.”

Use or Wear – “When you use this you’ll be amazed at how well it works” or “When you wear this I’m sure you’ll just love it.” (Come to think of it, Love is another great assumptive word.)

3. Assume your customer will buy multiple products for multiple people on his list. As I’ve said many times, let the customer decide when he is done. Here are some examples of using assumptive language to continue the sale

“Here are the matching earrings” instead of “Would you like to see the matching earrings?”

“This smaller one is a perfect compliment to this one.” instead of “If you’re interested, there is a smaller version.”

“Who else is on your list?” instead of “Will there be anything else?”

Remember, it’s only rude if you keep showing the customer products when she says she is ready to leave. Give yourself a goal of allowing every customer to make the decision to go to the register.

So let me ask, are you ready for a wildly successful and assumptive weekend?

Republished with author's permission from original post.

Doug Fleener
As the former director of retail for Bose Corporation and an independent retailer himself, Doug has the unique experience and ability to help companies of all sizes. Doug is a retail and customer experience consultant, keynote speaker and a recognized expert worldwide.


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