Tip for Retail Consultants – Words that Sell to Different People
South Coast Plaza was the then-world’s largest mall by square feet. I saw an employee trying to sell expensive boots to a woman.
The baby blue ostrich cowboy boots, the ones with royal blue stitching and white tops, were tried on by the customer. Our guy couldn’t afford the $600 purchase, even though he was only 20% off
I asked her why she was still hesitant to go ahead with everything. She was dressed in orange slacks with a conservative top and she stated that she didn’t think she’d wear them often in Southern California.
I replied, “They’re really unique – there won’t be another pair for 1,000 miles.” She was just about to leave, and I said, “And I’m sure that you don’t have any outfits that you only wear once in awhile in your closet.” It wouldn’t be practical.” She smiled. She smiled. “I’ll take them.”
It wasn’t me. It was about realizing the customer had a personality that was more practical than practical .
You will be able to sell more if you know what the customer wants. You must also understand the personality type of the customer you are trying convince, whether it is a Driver, Analytical, Expressive or Amiable.
You don’t know how to identify a style? It’s okay. These are some ways to get it under control.
First, you can type them as either an a or bThinker(Driver, Analytical or a)Feeler(Expressive or amiable) This can be as simple as listening to “I think” and “I feel.”
Do they want to do things with family or others? It could be a Feeler.
Are they talking about job stress, or just having “a few moments”? You might be a Thinker.
Are they more like joiners to groups (Feelers), or lonely (Thinkers?)?
Once you have identified them, these are the words and phrases you will use to sell to them…
Words that Sell for Different People
- “The best”
- “Others will envy”
- Charts, facts and figures
- Independent reviews such as Consumer Reports and outside testing sources
- If found within x-days of purchase, will match the lower price and x%
- “Limited edition”
- “Not for everyone”
- “Lots and options”
- Family and friends will be proud of you for making this choice
- Mentioned on social media, popular magazines and popular shows
- You can return it if you aren’t satisfied
Although it’s wonderful to know what works, customers often have specific fears that might prevent them from purchasing.
The keywords are intended to encourage customers to “buy angels” on one side, but here’s what the devil on the other side might be saying to discourage sales.
How each personality style fears purchasing
The Driver:They didn’t do the job they expected.
The AnalyticalRushing to make an impulsive/bad decision.
The Expressive:It’s not uncommon. It may be loved, but not used.
The AmiableStanding out from the rest/disapointing others
One customer might find the best approach to their problem, but it may not work for another.
It is important to understand what to do and what not . It is easier to communicate with customers when you know your strengths and weaknesses.