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| Do You Really Know What You’re Up Against? The information highway is no longer coming—it is already in our backyard. Today’s customers are more educated and informed than ever about the products and services they are considering. In many cases, they walk through the door knowing more about current pricing, features, trends, and alternatives than the salesperson waiting on them. Far too often, customers ask well-researched questions that salespeople cannot answer. Even worse, some salespeople attempt to skate around the question instead of admitting they don’t have the correct answer. That approach doesn’t fool anyone—and it certainly doesn’t build trust. I have said it before and I will say it again: “The use of knowledge is power.” Knowledge creates confidence in the salesperson, and confidence creates confidence in the customer. That confidence almost always leads to more sales. Salespeople who believe they can learn everything they need to know about their industry inside the four walls of their store are missing the boat completely. Today’s customers are not limited to your four walls, and there is absolutely no reason a successful sales team should be either. In a jewelry store, customers routinely walk in knowing the current price of gold, the difference between natural and lab-grown diamonds, and asking detailed questions about cut grades, fluorescence, certifications, and resale value. Many have already compared prices online or researched specific designers and brands. When a salesperson cannot clearly explain value, quality, or pricing—or worse, tries to gloss over the answer—the customer immediately loses confidence. In furniture, shoppers often arrive armed with information about construction methods, wood types, foam density, suspension systems, fabric durability ratings, delivery timelines, and online pricing. They may know which manufacturers use solid hardwood frames versus composites, or which leathers will wear best over time. A salesperson who only knows color and price is quickly exposed, while the informed salesperson stands out as a trusted advisor. In the pawn industry, customers are frequently tracking real-time gold and silver prices, firearm values, tool brands, electronics resale trends, and even current online auction results. Many already have a strong sense of what their item is worth or what a comparable piece is selling for elsewhere. If the salesperson behind the counter cannot explain pricing, condition, market demand, or value differences with clarity and confidence, the customer will simply move on to the next shop. Sales has never been—and will never be—a profession where you can work eight hours a day, five days a week, and reach your maximum potential. It takes extra effort, added drive, and a commitment to continual improvement to live up to the full potential of this profession. That extra effort begins with learning everything you can about your industry, the market, your products, your direct and indirect competition, and your customers. If you are not regularly reading what your customers are reading online about your products and your competition, you are putting yourself at risk. If you cannot answer your customer’s questions with confidence and certainty, they will find someone who can. And when they do, it may very well be your competition. Success in sales starts with knowledge. So go out and get all you can. |
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Be sure to go to https://principlesforbusinessandlife.com/ – click on Our Viewpoint Newsletter and read an incredible article titled:
Choosing to Be the light This Christmas Season
“The light that inspires kindness and hope reveals truth before it can be passed on” – Bryan Dodge – Dodge Development
Start the NEW YEAR off right – Give Your Staff The Tools They Need To Be Successful!
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