BOUTIQUE - Music Inc. Magazine

I
48 I MUSIC INC. I JANUARY 2011
STrEETWiSE SEllinG i By KEnny SMiTH
The $100,000 Customer
used to manage a branch store for a successful keyboard chain in Los Angeles.
One day, another branch manager called and said, “There’s a guy here who
bought a keyboard yesterday for a steal of a deal, and now he’s demanding
that we help him learn how to use it. On top of that, he wants me to drop everything
and do it now. What should I do?” My answer was simple and to the
point. I said, “I treat every customer like they’re worth 100K, no matter what.”
It wasn’t what he wanted to hear, but he ended up doing the right thing and
helped the man.
You never know when a $100,000 customer will
walk into your store. So, make sure you treat every
customer as if he’s going to spend $100,000, regardless
of his car, his attitude or his howling children in tow.
Remember: There’s no better advertising than wordof-mouth.
Customer referrals are essential to your success.
But giving customers cut-rate deals doesn’t mean
they’ll be satisfied or happy. And just saying “thank
you” when people buy something isn’t enough to make
them remember you. A great salesperson knows his job
starts after the purchase. So, if you want to be a sales
ninja, use a follow-up plan with every deal you make.
Make a check-up call. Many salespeople don’t
follow up because they think it might open a can of
worms. My recommendation: Wait two days, then
call the customer. Occasionally, customers
have buyer’s remorse the day after a purchase,
but unless there’s a real problem, it wears off
Want more $100,000
customers? Then treat all
customers as if they’re
going to spend that much
quickly. And if they’re struggling, they’ll be
extra glad to hear from you. When you call,
say, “I’m checking to see how you’re doing,”
and wait for them to tell you.
Face the music. If they’re happy, set up a
time they can come back in for adjustments or
instruction. If they’re unhappy, let them explain
why. Don’t interrupt or get frustrated. Roughly
90 percent of customers’ problems are caused
by them not understanding their products. Get
the customer back in the store to address their concerns, and offer solutions.
As salespeople, we can’t let our egos get in the way of a customer’s happiness.
Make things right, and customers will remember you.
Network with those customers. The best use for your business cards is
giving a handful of them to clients. If you’re not enlisting your best customers
for help, you’re missing deals. Use Facebook, Twitter, YouTube and LinkedIn
to stay connected.
Add a personal touch. I’m
always looking for ways to build
stronger, long-lasting relationships.
Currently, I use and recommend
sending out personalized
cards with the customer’s picture
on it, taken when they buy. Even
in today’s digital world of e-cards
and e-mails, customers will typically
keep these cards and even
put them on display.
The $100,000 customer will
choose you. Once, a well-dressed
young man approached me. He
explained that he’d met me at another
music store I used to work
at. He’d been a kid at the time and
rode his bike there. It turned out
I was the only salesperson who’d
helped him. “I’m a doctor now
and have my own practice, which
is going well for me,” he said. “I
tracked you down because I want
to buy one of those.” He pointed
to an expensive workstation. “And
I’m going to buy it from you. Just
write it up. You don’t even have
to give me a deal.”
In other words, never ignore
or underestimate the nerdy kid
on the bike. The best products,
sales skills and prices will never
replace showing customers you
care about them.
It works. Go ahead, try it.
Even if you don’t get the $100,000
deal, you and your store will be
richer in the long run. MI
Kenny Smith is an industry veteran and
consults both retailers and suppliers.
Find him at kennysmithsalesguru.com.