SIDE CHATTER
Here is the experience of a man as told by him at a recent sales convention. On his way to the office one morning about nine o’clock he dropped in at a nearby store to make a purchase of a pair of shoes. Entering, he noticed three of the salesmen grouped around one of the display cases, listening attentively to a member of the party who had full sway of the interest. At the farther end of the store was the only other salesman on the floor, and he was busy with the stock. In relating the experience the man further mentioned that he waited for a minute or two (which seemed to him like five or ten), and finally turned to make his way to the door. Not until then, when he was about to leave, did one of the number break away from the group and call out, “Something I can do for you?” Under the circumstances the answer, of course, was “No,” and the door closed on a perfectly good sale that was missed.
This man was not a grouch by any means. He was a busy business man and thought enough of his time and the day’s work before him to become restless when called upon to waste his minutes when there was no occasion for it. Very likely the story that seemed so important to the salesmen at the time was the recital of some ordinary experience of the night before—whatever it was it was not important enough to warrant losing the man’s business, not only on that sale but ever since. Anyone who thinks about it for a minute will realize that idle talk on unimportant matters, gossip, story-telling and the like, is just plain waste. It wastes the time of the man who talks and of those who listen—and any person around cannot well help listening. There are certain times in most stores and departments when trading is quiet and there is no important current work to be done. This can be well used as an opportunity to get acquainted with the trade papers, catalogs and good business books, or to talk over with fellow-workers store problems, experiences, ideas, etc.
Then there is “kidding” with some other of the men or girls while waiting on a customer. This is fatal. As far as retaining the customer’s respect and confidence is concerned the salesman might just as well tell him that he is of no importance—and that is practically what it amounts to.
The following is another form of side chatter to be guarded against. Consider what an impression this would have on you if you were in the customer’s position:
Customer: “Do you have this same style in a vici kid?”
Clerk (turning around): “Hey, Joe—do we have this style in a vici kid?”
Joe: “No.”
Customer: “What is the price of this pair?”
Clerk (turning around and holding shoe in the air): “Joe, what are we getting for these?”
Joe: “Nine-fifty.”
When next the customer comes in to buy, if he does, it is a certainty that he will either choose Joe or someone who seemed to have some reason to be called a salesman. Successful selling is based on confidence. Anything that destroys confidence injures the salesman.