A question that has been coming up a lot recently is why we teach ‘Sales Training’ as opposed to ‘Customer Service Training’. It’s an interesting question and one we’ve had many discussions about over our morning flat whites. Are they really mutually exclusive?
Have you ever gone into a store to buy an item, and then realised you didn’t get something that you should have; a vital accessory, or a complementary item? I have. And shouldn’t it at least be partly up to the salesperson to explore and identify those needs with you as their valued customer? Let’s say you walked into a bike store to buy your first bike. It would be logical for the salesperson to offer you all the products you need to get started right? A helmet for example, or a lock, or a pump. Surely if we’re training our staff to sell better they must be providing a better customer service experience in the process? It’s not about squeezing every last drop of money out of the customers that walk in to your store, but about providing a high level of service, engaging with them in a way that allows them to express their needs, and subsequently crafting the best solution you can for their unique requirements. And it can’t hurt to get a few more dollars in the till in the process…
Sales seems to be becoming a bit of a ‘dirty’ word, conjuring up images of used car salesmen in cheap suits and faux alligator-skin shoes. In contrast, many of you will be familiar with Apple’s solutions-based, ‘selling-without-selling’ philosophy (if not read this article by Anya), and it would be hard to argue that they’re on the wrong track having been recently valued at over $153 billion. So we know that the traditional model of a salesperson has changed as we’ve modernised, and that’s been a necessary reaction to the increase in savviness and pre-purchase research ability of the average consumer. And we all know an old-school salesman (or saleswoman) when we see one…they do tend to stand out. They follow a prescribed method, and this will often include having a myriad of responses to any objection you may have. The sales process will lack the personal touch, and you’ll find them spending more time convincing you to spend money than listening to you and finding a solution that is attractive not only at that moment but a week, a month, a year down the track. A really good salesperson however will place a much greater emphasis on listening to you and identifying your needs, finding out who you are and why you’re there, and less on leading you towards a big sale. These are the type of sales that inevitably prevent buyer’s remorse and create return customers, and in our current environment loyalty is key. Make them feel comfortable in your environment, give them a positive experience that meets their requirements, preferably exceeds them, and sell them all they need to meet those needs. That’s how you give them a reason to come back.
So I guess we understand the argument, but believe in selling with service as opposed to just offering service. A smile will only get you so far. Essentially I think this argument comes down to semantics; it’s what we associate with the word ‘sales’ that makes us feel uncomfortable, not the essence of the process. The reality is that customers enter a shop looking to purchase something, and it’s our responsibility as the provider of that product of service, to sell it to them in a way that is honest, informative, clear, and positive. The customer will associate the positive experience with the product, and your brand, creating a loyalty that can often be more valuable than the products you sell.
