How many times have you gone to a store and had a pushy sales person approach you with a product and then try to tell you why you need it? Perfect example for me would be Foot Locker. I remember years ago, the last time I actually went into that store, I couldn’t have stepped 2 feet into the door and was immediately bombarded. Barely glancing at the shoe wall resulted in a $200 pair of gym shoes shoved right in my face. He then proceeds to tell me that I NEED this shoe for some… suppo… rt… ju…mping… runn… snore.

Or what about the more “clever” approach… How may I help you…. snore.

The exact point in which he had that shoe coming at me is when I shut down my ears and built the barrier. Same thing with “how may I help you”. We are so programmed as consumers by these tactics that we respond virtually automatically. My typical response is, “I’m just looking” even if I really need help. Then after I chased the sales guy away I’m stuck trying to find another to replace him.

I have a solution to help break down those barriers, actually help the customer, increase your sales volume and also the amount per customer.

Problems – Lead to Solutions is what I am coining my sales strategy.

Everything in life can be looked at as a problem, or a solution. Dirt is a Solution to making plants grow, and it is a Problem for a doctor. A high-top shoe is a solution for a basketball player, but a problem for a gymnast. Do you get my drift?

If you are the sales person, and you have a row of products, or a line of cars, or whatever, think of that product as a Solution to the customers “problem”. Once you figure out what their potential problem is, then you simply address that Problem FIRST. Only after you attack the problem can you present your solution (your product). Basically you are educating your customer first, before any item has even been looked at. Don’t even acknowledge there is even any products around you, forget about it!

Now you can try and guess what their problem is, or you can do it successfully by starting an open ended conversation. This means questions that a person must answer in complete sentences, not just yes or no. What kind of chairs do you currently use? How do you like the chairs you have now? What kinds of problems are you having with them? Where are you planning on using these chairs? (assume the sale “these” chairs, or “your” chairs) Once you get enough info from them, now EDUCATE them. They have  Problems -(now) lead to the Solution.

Let’s say that you are a chair sales person. Customer walks in and starts wandering around. You must acquire some ammo before you start shooting your mouth in the wrong direction. Let’s ass-u-me that you did this correctly. They don’t like their current computer chair. It is  falling apart (plastic), the cloth is ripping, they only had it a year, hurts their back, it is too short, couldn’t return it, and the exposed screws grabbed their hair.

If you have been there long enough, chances are that you already know the best chair to suit their needs. FORGET ABOUT IT. Well, keep it in the back of your mind, but do NOT show it to them… yet.

EDUCATE them first! “Well Miss, if you had a chair that was made of wood, and had leather material instead of cloth it would last much longer. Leather stands up to shifting body weight, and rips. Many computer chairs use cheap foam that gets compacted in a short time. This can cause uneven pressure points that can become painful. Some have memory foam that lasts up to 25 years or more, and supports the lumbar region of your back. And also, a good quality wooden chair will have the screws recessed into the frame, and covered with wooden dowels. You wouldn’t even be able to tell where those screws were located. If you are having trouble with height, there are chairs with height adjustment so that everyone in the family can use it comfortably. Besides all of that, we assemble it free right here and let you try YOUR(assume the sale again) chair before you buy it. When(assume the sale again) you buy it and may still not satisfied, bring it back in 90 days for an exchange. Now of course this type of chair has a little more cost compared to a cheap plastic chair, but you see the value right? (they nod their heads, now later they cannot argue price)

PROBLEM EDUCATED!!

Do you know what will happen if you did that last paragraph correctly? They will ask you if you have anything like that in the store! Then you casually wave your hand in a general direction and say that there are several types over in that area. Now the excited customer goes over, flops into one of the wooden/leather chairs and asks “Will this one work?”  Magic!

You knock down most peoples barricades when you teach them as a person instead of hacking them as a salesman. You give them something first, then they sell themselves.

If they take the bait, understand your instruction, find THEIR product and still want price reduction… EASY! You simply redirect towards the cheap plastic chair!! Well, what kind of price were you looking to be around today? OO, well these plastic chairs here are around that price, but I thought you were looking for quality.

Always start high and then adjust lower if need be. Never ass-u-me low cost because of any obvious factors, it will burn you. Yes, it is easier to start low, but it is VERY hard to upsell. It is much easier to start high then go lower later. Usually going to a cheaper product after discussing a premium product with features and benefits brings them right back to the premium anyways. (only if those features solves their problem) Or review the main points that this chair covers… wood, recessed screws, memory foam, leather and ask “These were the features you need.” (statement not question)

If you are nervous about starting high, smoothly add that into your problem inquiry. Were you looking for something cheap or more premium quality?

Feedback on this would be GREATLY appreciated. I have trained quite a few successful salespeople with this strategy, so it is a tried and true method. The trick is getting your mindset away from being a consumer, and into the mindset of being a teacher. It takes some work and effort to get comfortable with it, but with some practice you can be making a LOT more money, AND making a person feel smarter. Do you know what that person will do when they get home with their new chair????? EDUCATE their family with the new knowledge they have, and feel smart about it. WIN WIN

-bryan j bailey

BTW, no, I never sold a chair in my life… but I have bought some. Know your products, and remember personal situations and stories that work in the given situation.