Selling and Sold

What Will It Take for You to Buy It Today?

Last weekend my wife and I went to test drive cars. We aren’t in a hurry to buy anything. We wanted to start lining up our options since neither of us has bought a new car. We have been to several dealerships and driven most of the major models within a certain class. Most experiences have been pleasant.

As we entered a certain dealership we found the building was bright, grounds were immaculate, and cars were sparkling in the midafternoon sun. From the moment we entered, we were the center of attention. Both the manager and a salesman greeted us almost immediately with large smiles and high energy. We toured several vehicles in the class and price range. We were impressed and test drove one. It had everything we wanted and we could see ourselves buying it in a few months.

The salesman asked all the questions you would expect after a test drive. He gave us payment numbers based on different lengths of terms, asked if we wanted to take it home, how long we expected before we would buy, what else he could do, etc. We were satisfied with our experience and his customer service. When we were leaving another salesman approached us with an even bigger smile. “Hey! Congratulations on the new car!” he exclaimed while reaching out to shake my hand. I told him we didn’t buy and we were going to wait. He asked some more questions and was pushier than the first salesman. Then he asked the golden question that angered me, “What will it take for you to take it home today?” This was less of a question and more of a statement. It was as if he said, “You will take this home today; I’ll make sure of it.” We didn’t buy; I made sure of that. We left thirty seconds later feeling dirty and disgusted as we pushed through the onslaught from both salesmen.

We were satisfied with our experience and his customer service. When we were leaving another salesman approached us with an even bigger smile. “Hey! Congratulations on the new car!” he exclaimed while reaching out to shake my hand. I told him we didn’t buy and we were going to wait. He asked some more questions and was pushier than the first salesman. Then he asked the golden question that angered me, “What will it take for you to buy today?” This was less of a question and more of a statement. It was as if he said, “You will take this home today; I’ll make sure of it.” We didn’t buy; I made sure of that. We left thirty seconds later feeling dirty and disgusted as we pushed through the onslaught from both salesmen. In our car, we wondered if that was the typical sales tactic by trying to intimidate people into buying with not one, but two salespeople on either side. I was furious.

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More from Daily Download

When to Try Something Different

Strategy vs. Tactics

Nailing Your Brand

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Are You Selling or Showcasing Your Product?

I have worked in retail before, and I always thought my job was less about selling the product and more about showcasing it. We live in a wonderful age of the Internet and unlimited information is at our fingertips. Many of my customers came in knowing almost everything about a product. All they needed was to put it in their hand to seal the deal. For most products of good quality, the customer did not need me to sell it to them. I was only there to ring out the transaction. The product sold itself by being of high quality and/or coming from a reputable company or recognizable brand. I’ve written about

The product sold itself by being of high quality and/or coming from a reputable company or recognizable brand. I’ve written about brand in a previous Daily Download. As soon as a customer saw the company logo, most of the sale was already made. That particular company invested in brand equity to build trust with new and potential customers. The money spent on brand trust was almost as valuable as the money spent to develop, produce, and ship the product.

You should never have to sell any of your products. Hoodwinking people is not a business, ask Bre-X Minerals, nor is being overly aggressive to recruit like some Mutli-Level Marketing people.

Position Your Business and Offerings to Sell Themselves

Think about your overall strategy and brand. Do the products or services offered fall in line with your strategy and brand? Do you rely on aggressive sales tactics such as using two salespeople to corner and intimidate your customers? Or do customers come in and you are only there to scan the barcode and take cash or credit? You may have to try something different. Think about the perception people have of your business and what you offer. The only thing you should have to sell is yourself, the products will sell themselves.

Thank you for reading this installment of Daily Download. Please like, share on Twitter, Facebook, or Google+. You can follow me, Ryan A. Ross, on Twitter @ryanthebossross. Don’t forget to check out the Archives. There’s a lot of great stuff including Wednesday Writer’s Workshop and Friday Fiction Breakdown. If you have a topic you would like to see appear on the Daily Download, please email me.

The question of the day: Have you experienced a pushy salesperson? Please comment below or tweet me.

Until tomorrow.

Featured Image Credit: http://www.goliath.com/auto/10-tips-for-getting-a-good-deal-on-a-car/

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