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FFL Consultants Articles>Learning to Sell Part I—Rapport + Credibility = Value – John Bocker

Learning to Sell Part I—Rapport + Credibility = Value

By John Bocker, NSSF Security Consultant Team Member

There are those who can sell ice to Eskimos, as they say, but if you’re not a natural-born seller, fear not—you can learn to sell!Unfortunately, not everyone is born to sell. If you have staff who are challenged in building rapport with their customers, or part-time or temporary employees who work only during peak holiday hours and are therefore not as invested in your customers as your full-time staff, you can help them all become better salespeople by realizing that excelling at retail selling, if not instinctive, can be learned! In this first of two parts, I’ll show you how to help your staff discover their inner sales pro by learning how to build rapport with their customers and demonstrate their credibility, all aimed at adding value to the sales experience. Let’s get started.

It’s All About Genuine Rapport

Some experts may challenge me after 30 years in the retail industry, but I can attest to the fact that customers will buy more from you and you will close more sales if your sales staff exhibits consistently great interpersonal skills with each patron. Building great rapport leads to understanding and providing solutions for each customer, which in turn creates loyalty, respect, and credibility.

Your Credibility Adds Value

When rapport building is successful, it should become evident why a customer is visiting your store. They will reveal that they are a hunter, sport shooter, or concerned with self-defense. You will also discern whether they are experienced or a novice, and this is important as it will determine the speed at which you sell.

Reading Your Customers

Great salespeople focus on “reading” their customers’ personalities and making adjustments in sales technique based accordingly. For example, introverts require a different selling approach than extroverts. If your customer appears to be shy, unsure, confused, or simply not conversational, try the “My name is (name) and I’ll be happy to answer any questions you might have” approach. Opening your conversation with a gentle welcome and introduction is a good start.

Remember that learning to sell is an ongoing process, even for those who have a knack for it. Why? Because great salespeople are students of behaviors. They want to understand why a customer did or didn’t buy from them, what they might have done differently or how they might have presented higher-quality or higher-priced merchandise with greater appeal.

Stay tuned for Part II, in which I’ll discuss why overselling compromises your credibility and value as a salesperson, while add-ons and upsells can enhance them.