RSS Feed for This PostCurrent Article

Selling Furniture & Mattresses-Where Are My Be-Backs?

Where are my be-backs? What happened to them? They never come back. Ok, almost never! Why do some salespeople get be-backs and others do not? This will shock you!  The salespeople who do not believe in be-backs actually get the most! Equally shocking is the fact that salespeople who actually believe in be-backs do not get them? Here’s why!

It’s Easy- When a customer assures you that they will be back, it is the easiest way to get rid of you, their salesperson. If you are new to selling retail, when the customer tells you, “I’ll be back,” understand that you have to re-engage the customer. If your engagement was effective you would probably not be getting the be-back speech.  

If- “If be-backs were greenbacks, we would all be millionaires!” George Cooley told me this hundreds of times early in my career. Twenty years later he told me that he now believes in be-backs. He closed his store within two years of making that statement. He was right the first time.

Fairy Tales- I can hear you say it now, “But I do get be-backs!” Are you selling over $100,000 a month (assuming you work in a high traffic store)? If not you do not really get be-backs. You get one or two a week and then you say, “I get be-backs!” You forget about the twenty to thirty customers that told you the same thing and never came back. I am not trying to be cruel; I am just trying to keep it real. Believing in the Fairy Tale of Be-Backs will prevent you from reaching your full potential as a retail salesperson. It prevents you from fully serving your customer right now in the moment that they are in front of you. It causes you to hold back for fear you will offend your customer and blow your chance at the customer coming back.

“Beware of The Naked Man Who offers You His Shirt” Harvey Mackay

Sell- Sell as if there is only today, only now. Because in reality this present moment is all you have. If you execute all phases of your selling with the passion that this moment is all you have, you will serve your customers better. When you serve your customers with passion and creativity you earn the sale and your customer’s loyalty.

Earn– Customers buy from salespeople they know, like, trust, and respect. I am not advocating high pressure sales tactics but I believe you need to earn a sale. If you professionally and confidently serve your customer better than your competition, chances are you are going to win your customer’s business. It takes effort and creativity to be a top retail sales professional. It also takes focus and determination.

Warning- When you hear the words, “I’ll be back” understand that you need to dig to find out what is really holding them back. This should not come across as an interrogation. If you believe they will be back and you stop short of uncovering their real needs and wants, the customer will not come back to you. They will fall into the be-back hole when a salesperson from another store who does not believe in be-backs, continues the selling process in spite of the dismissal “I’ll be back” and closes the sale.

Action Step- Please post your comments or questions.  I answer them all.  Also please post your best practices for dealing with the Mysteries of Be-backs. For more ideas or to share successes please call me at 419-560-3169.

Wishing You Success,

Pete Primeau

Be Sociable, Share!

Comments (8)

Trackback URL | Comments RSS Feed

  1. Pete Primeau says:

    Pete,

    Once again, you hit the mark with your story on Be-Backs. Great information.
    Your insights are real world, & don’t sugarcoat the fact that mattress selling is a one call close.
    Sales people that believe in Be-Backs, don’t remain in the mattress business too long.

    Although a professional mattress sales person treats their customers with respect & caring,
    they also know that every time the customer resists & says no, the closer they are to yes.
    The best sales people will hear “We didn’t plan to buy today.” It is the true sales pro
    that hears this most often. It is because during the sales process, the customer felt the
    need to “own” what the sales person was recommending.

    There we have the key to successful selling! Give the customer the knowledge to make
    the best buying decision & more often than not, they will buy.

    “No one likes to be sold, everyone likes to buy.”

    Kind regards,

    Ira M Fishman

    Executive Vice President

    National Sales

    Anatomic Global

    1241 Old Temescal Road

    Corona, CA 92881

    Cell Ph: (631) 983-7620

    Ifishman@anatomicglobal.com

    • Pete Primeau says:

      Thanks Ira! I appreciate your comments. I rewrote this ten times and I was scared to death that it was too harsh. I am glad that a gentleman of your caliber finds merit in it.

      Thanks,

      Pete

  2. Pete Primeau says:

    Pete,

    It is harsh, but so is the difference between winning & losing.

    Ira M Fishman

    Executive Vice President

    National Sales

    Anatomic Global

    1241 Old Temescal Road

    Corona, CA 92881

    Cell Ph: (631) 983-7620

    Ifishman@anatomicglobal.com

  3. Pete Primeau says:

    Ira,
    As usual, You are correct! Enjoy your day!

    Pete

  4. Pete Primeau says:

    This is posted by me from an email sent from Brian Pancoast.
    One thing I tell sales people who believe in the be-back bus….Every time a customer works put a nickel in a jar. Every time you get a be back take 25 cents out of the jar. I bet at the end of the month you still have nickels in your jar!

  5. Dana says:

    Top Notch Pete!

    You say it all too well, I could not have said it better.

    You show me someone with a lot of be-backs and I’ll show you someone letting too many people walk!

    An old boss would sometimes yell from the back of the showroom “IF YOU LET ANOTHER ONE WALK, GO WITH THEM!” or his famous line “Get the money, they might have every intention of coming back but get hit by a bus!”

    Bottom line is if you let too many walk, your not doing your job, your not finding out what their real need is, your not solving their issue.

Post a Comment




If you want a picture to show with your comment, go get a Gravatar.