“Always Be Closing.”
Alec Baldwin said it back in 1992 in the movie Glengarry Glen Ross and we’ve all been following lock-step behind him ever since.
If your business is one-and-done like Halloween USA, or you’re running a huge clearance, or you’re going out of business, that might be a sound strategy. But if you’re hoping to be in business for the next several years or even decades, you’re missing an important element when you only focus on the end of a transaction.
You’re missing the critical relationship-building at the beginning that not only makes the close easier, but makes the repeat and referral visits much more likely.
I have just posted a new FREE eBook on the Free Resources page of my website called The Meet and Greet (follow the link to download the pdf). It is based on the new presentation I did for the Independent Garden Center Show a couple weeks ago. The download tells you what to do and why to do it.
The purpose of today’s blog is to give you some ways to implement these ideas and teach this to your front line sales staff.
(Hint: before you read any further, you might want to download and read The Meet and Greet first.)
TAKE A PICTURE
You might walk through your front door every day. If you do, you’ve become blind to what first-time customers see. (If you walk through the back door, then you are really blind to what they see.) The best thing to do is take a high resolution picture of the front entryway. Then blow it up onto the largest screen you can and start evaluating it. The photo is unforgiving and reveals the blemishes that have faded into the background for you. You’ll immediately see what needs sprucing up and what needs some TLC. Get your staff involved, too. Have them look at the picture with a critical eye.
Telling someone how to meet a customer and actually doing it are two different things. Since I have given you a script to use, the best way to teach your staff is to have them grab a clipboard (or other prop) and do the walk-by. They can walk by you or another staff person or even a mannequin. I once had my staff grab a clipboard and time themselves doing a slow crawl around the store. The timing was not to see who could do it the fastest, but to measure how long a typical stroll would last, and then see how long it lasted with live customers. It was an eye-opener for them.
BEST SOLUTION GAME
Have each person on your team select a basic product off the shelf. Have them present the product with a focus on what problems it solves. Once you’ve figured out the problem it solves, then brainstorm as a team what product would “best” solve that same problem. It might be the same product. It might be something different. This game gets the staff into a mindset of always looking for the best solution to whatever problem a customer has.
POINT OF CONTACT
Take random photos off the internet of customers shopping. Put them up on a big screen and ask your team to find a point of contact, some kind of conversation starter that has nothing to do with shopping. Practice this several times until it becomes so natural they are shouting out answers as soon as the photos appear.
THE NAME GAME
Make it a game to see how many customer names each person can remember between staff trainings. Give out prizes. Share what people are doing to learn and then remember those names.
Have two sales people square off, each with a product they would like to sell. Have them try to sell each other their product with one rule. They can only ask questions. No statements (even as answers to the other person’s question). At first this game seems simple and stupid. But eventually they start to get that asking question that have nothing to do with the product, but that have to do with the customer, are much more effective. Advanced Level: They can only ask open-ended questions that cannot be answered with yes or no.
DOLLARS ON THE TABLE
I played a memory matching game where I put forty dollar bills on a table with forty different statements on the back of the dollar bills (email me for a list of the statements). The statements either said, “I earned this dollar …” or “I left this dollar on the table …” The game was a simple. Turn over two dollars. Read them out loud. If they are both “earned” dollars, you get to keep them. If one or both is a “left on table” leave them both on the table. We played until all the bills were read. Some people got money, others did not. The lessons were two-fold. One, life is not fair. Two, our job is to not leave money on the table—and now you know what to do.
There you go. Six ways to get the most out of The Meet and Greet.
By the way, if you are reading this list of training ideas and thinking to yourself, “but we don’t do trainings like this,” you might want to think again. Check out the Free Resource Staff Meetings Everyone Wants to Attend. It will open your eyes to ways to make your meetings and trainings more fun, more effective, and better attended.
PS Those were quick and easy descriptions of games and activities I have done with my staff with much success. If you have questions or want to know more about each activity, simply shoot me an email.
PPS Today is about Opening the Sale. Tomorrow I’ll post on Closing the Sale (I have my own take on that, too.)