APPROPRIATE SELLING TALK
“Something for you, mister?” as a part of the selling talk, is many times worse than absolute silence. It is bad because it is as ancient, tattered and torn as the “little old red shawl” itself. It stamps the salesman as being without any originality and it is likely also to bore the customer. Take it for granted that he wants something or else he would not be in the store. Jump right into business and at the same time get the customer on your side. Anything original such as, “May I serve you?” or some variation, is good. Perhaps as good as anything else is a smile and a cheerful “Good morning” or “Good afternoon.” The expressions “Lady,” and “Mister,” have been tabooed for generations; they might serve all right for a peanut stand but not in a high-class shoe store or department. “Madam” and “Sir” are dignified and are greatly to be preferred.
The customer is always glad to see a sign of intelligent interest concerning himself. If the salesman notices that the shoe just removed has been bought from his house or if he recognizes the customer, it is always good to ask with courtesy whether the shoe removed has given satisfactory service. In most instances it is safe, of course, to assume that the shoe has, or else the customer would not have returned. On the other hand, there is the possibility of some dissatisfaction, and in that case it is well to know the facts.
Among inexperienced salesmen there is the danger of laying too much emphasis in the selling talk upon the price—in other words, making it a matter of selling prices rather than merchandise and service. The customer has come to buy shoes; price is an important consideration with him in all probability, but it is quality, style and fit that will determine his satisfaction. If the salesman will devote himself especially to these things, if he can assure his customer that the goods are what he wants and that they will give him service, the matter of price will, in most instances, be secondary. The slogan of a New York retail house is that “The quality will be remembered long after the price is forgotten.” There is a great deal expressed in this from the standpoint of good merchandising. The salesman can do no better than to make his appeal on the same basis.
Limit the number of questions directed to the customer. As mentioned before, the customer may resent questions because of a feeling that he came to be served rather than to be subjected to questioning. The sale will proceed more smoothly if the salesman takes for granted that certain minor points are satisfactory unless the customer makes some mention of them to the contrary. If nothing is said concerning color, style of heel, quality or kind of leather, it is a great deal better to assume the customer’s satisfaction. To bring them up specifically with a direct question means that an entirely new train of thought is started in the customer’s mind, that he is required to make another decision and that he will be hindered by confusion of thoughts in coming to his main decision to buy.
Repetition of some point of special importance that may have slipped the customer’s mind is an effective means to stimulate a decision. Great care should be used in doing this because repetition of any point of small importance will produce the effect of annoyance. If used at all, let it be only on some point of importance on which the customer has shown interest or concern.