Every salesperson has his own technique for closing a sale, but there are certain methods which seem to impress favorably the potential customer and others which react unfavorably.
Among the objectionable selling methods is that of making personal comparisons; for example, to tell a customer that you have a chair, a lamp, or a rug exactly like the one she is buying usually does not impress her. The average customer likes to feel her taste is superior to the salesperson's and that she can afford something beyond the price range of the person serving her. Many sales are lost by the salesperson making a personal reference to himself in this manner.
Don't take a superior attitude when waiting on a customer, who seems less informed on the subject than yourself. Suggest, rather than tell her what to use, and appear to be serving her in a graceful manner, letting her know you enjoy waiting on her. Mate her feel perfectly at ease in your presence, yet treat her with the respect that she as a customer deserves.
Many people rather like being referred to by their name as it gives them a personal feeling with the store. When you know the name of the person you are serving, refer to her name from time to time but don't repeat it too often. When she leaves, thank her, by using her name and once or twice during the conversation mention it. Be sure you pronounce the name correctly, however, and that you refer to her by her correct title, noting whether or not she is married or single.
People are usually interested to know that the merchandise they choose compliments their personality and their persons. This is true of clothes and is an important element of style. It is true of homes and rooms where the harmony of color and design can be used to the best advantage when properly adjusted to the personality of the due or the family that uses it. Obviously this lies in the realm of newer advances in proper home styling and decoration. Nevertheless, many salesmen in average stores can enhance their effectiveness and their service by helping their customers to avoid choices that do not seem to harmonize with their obvious personal characteristics. To truthfully assure a customer that her choice does properly reflect herself is likewise obviously good salesmanship.
People have become accustomed to prideful ownership of automobiles similar to those bought by their neighbors. The backbone of the home-furnishings industry is, however, the individuality of the American home and it has never succumbed to stereotyped style or decoration. Almost every customer either consciously or unconsciously recognizes this and will be interested in furniture that sets her home apart from others and represents her individual taste and planning. The first time a customer may ask questions of a salesman; the second and third time, just return to look. Never make any customer feel that you are annoyed by her delayed purchase or that you recognize that she is still looking. Make yourself available, should she want additional information, but allow her time to consider the merchandise at her leisure, if she is so disposed.
QUESTIONS
1. What is the most satisfactory arrangement of lighting units for a living room? A dining room?
2. What is cove lighting?
3. "The texture of objects determines the amount of colored light they will absorb." Explain.