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.
PAINFUL SILENCE
Washington Irving, the famous American author, tells of one of the early Dutch settlers in New York who made it his special rule in public always to be silent. At public gatherings he would be present but would say nothing, and when a discussion arose he would smoke his pipe soberly and silently look on. After the question had been decided and all differences of opinion had been set aside the men would turn to the silent friend and find on his face an expression that meant: “Of course, I knew the answer all the time, but was letting you younger boys work it out for yourselves.” In time he came to be considered the wise man of the community.
But this sort of thing does not go in retail selling. The customer must be made to feel comfortable and at home. A man coming into the store said that he would like to look at a shoe, size 7D, the same as the one he pointed out in the window. Turning about, without comment, the salesman made his way to the rear of the store to select the shoe, leaving the customer to look over the row of empty chairs and choose one for himself. Returning the salesman seated himself on the stool and, without comment, removed the customer’s old shoe and finally, without comment, placed the new one on the foot, laced it up, and then only then did he break forth into speech with, “There, how’s that?”
Until then the anxious customer silently wondered whether, perhaps, the shoe was one he should not have asked for, whether possibly he had selected a chair he should not have taken, or whether it was just a case of the salesman not liking him. Surely he could not be expected to know whether the salesman was a silent wise man, making an effort to please, or just a silent man not sufficiently interested even to extend the customary courtesies.
A general rule on this point that will never go wrong is to say at least enough so that the customer will understand you are on his side.
CUSTOMER CONCENTRATION
Another way of expressing the idea of customer concentration is just this: Give the customer, while you are serving him, one hundred per cent of your attention, interest, thought and knowledge of the business. Any measure less than that means there will be a loss somewhere and the wise salesman will make sure it is not his loss.
One of the retailers with a long chain of successful stores, in speaking of this, brought out the distinction between classes of salespeople in this way:
“Salespersons may be divided into two classes: those who simply wait upon the customers and those who sell and produce business. The members of the first class perform their work like machines; they sell goods asked for by customers and their chief thought is to get rid of the customer as quickly as possible, and, perhaps, to get all the money from him they can. They have no suggestions to make and no advice to give. They know little more about the goods than the price.