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 when 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.
Clarity- I am not recommending that you use any tactic to get the sale. I do not want a sale that I cannot close without being true to my values. The best salespeople are always honest with themselves and their customers. What I am suggesting in this article is that if you work harder for your customer you will close more sales. If you give more of yourself to your customer you will close more sales. If you are more creative in finding the best possible solution you will close more sales. Have a Great Day!
Sell A Million!
Pete