Area Sales Manager Jobs Pharma

Most merchants today seem to have the attitude that the customer is best left alone until they are ready to make a purchase. Perhaps it's because they don't want to seem pushy, or maybe they don't care if they make a sale, or they just might not know any better. Whatever the reason, any merchant practicing this foolhardy approach is losing business.

Does this sound familiar? A customer walks into your store, craft booth, or gallery. They browse around. You are hiding behind the counter waiting for them to make up their mind and buy something, or you are hiding behind the counter reading a book/magazine, or you are busy talking on the phone to one of your friends. People want to be left alone to shop. Right? Wrong. Everyone will tell you that they want to be left alone when they are shopping, but what they really mean is that they don't want some pushy salesperson trying to shove something they don't want down their throat. However, they do not want to be ignored.

When you ignore a customer they are much, much more likely to walk out the door without purchasing something. So how do you find the appropriate balance? The answer is simple, and it will improve your sales and bring returning, loyal customers back to your shop again and again. It's called the merchandise approach, although it probably goes by many names.

Step 1

Greet the customer as soon as they walk through the door or enter your booth. A simple, "Hi," is sufficient. Don't forget to smile when you do this. Greeting the customer will do two things. For the legitimate customer it acknowledges their presence and therefore established their importance to you. If your customer feels that you value them, good things start to happen. And for the thief you have just deterred them because they know you are aware of them and they will be more likely to go find a less attentive merchant.

Step 2

Back off after greeting the customer, let them browse, but stay aware of them in case they have a question. It is at this point that the inexperienced, but well-meaning salesperson will usually ask, "Can I help you?" Don't do this. The answer is invariably, "No. I'm just looking." And now you've blown your chance to do something worthwhile with those first precious words.

Step 3

By now you've established that you are aware of the customer and are available to them. It's amazing what a simple greeting can do! Perhaps they will ask you a question, which is your chance to get in there and help them out, and potentially make a sale. But if they don't have a question, you may need to nudge things along a little with the merchandise approach. This is a simple sales technique that is very effective. Once they have zeroed in on an item (picked up, touched, or pressed their nose to the glass to get a better look) say something positive about the item they are looking at. "Isn't that a lovely color of pink?" or "This is great for your skin." Since they are already showing an interest in the item, this will usually engage the customer and your conversation will flow from there. It may lead you to discover what they are really after and you can steer them in the right direction, or maybe you will sell that first item. Whatever the case, you have just worked a little magic. You have been helpful without being pushy.

Step 4

Once you have a customer with some merchandise in hand you can try to up-sell. This may not work with every item, but if there is a logical matching and/or enhancing item in your store you should suggest it. For example: your customer is buying a dress, you might suggest some matching jewelry or other accessory. Still, you are being helpful. If they decline, don't worry, ring them up with a smile. If they agree, you're still being helpful and improving your bottom line. Do this frequently enough and you will start to see a huge difference.

Step 5

Thank them for their purchase. This is a good time to try to establish a long-term relationship with your customer. At this point you may ask them to join your mailing list to be notified of upcoming sales or discounts. Or you can go one step further. Let's go back to the dress example. In the course of trying to help your customer you discovered that she loves a particular item, but you don't have anything in her size at the present time. You can ask her if she wants to be notified when you get more of that item. And then, if she agrees, put her name and information on a note card. If you get more in, give her a call. This will build a strong and loyal customer base.

That's all it takes. Simple, effective, easy.

More tips:

1. If you are engaged with another customer, still acknowledge a new person.

2. If you are engaged with another customer and someone wants to check out, don't leave them standing there waiting, let them know you'll be right with them as soon as you are finished.

3. If something looks terrible on a customer, tell them. Do it kindly, "I don't think that's really you, let's try this." They will appreciate your honesty.

4. Don't try to sell them something they don't want. One, "No," is all it should take for you to drop it.

5. Don't chew gum. Nothing looks less professional.

6. Don't wear a hat. Hats cover up part of the face and make you seem untrustworthy.

7. Don't talk on the phone to your friends. Ever. This is the height of poor customer service. The customer should never wait for assistance while you arrange dinner plans.

8. If you are on the phone with a customer, still acknowledge the customer in front of you. Make a judgement call and perhaps put the caller on hold or ask them if you can call them back.

9. Stand, don't sit. If you must sit, be sure you're on a tall stool that places you at nearly the same height as a customer. Standing up from a sitting position seems aggressive.

10. Don't be seen reading a book or magazine.

11. Don't hide behind the counter. Come out onto the floor.

12. Have a clean and neat appearance. How you dress should be in accord with what you are selling, but the big thing is to not smell bad.

13. Take it easy on the perfume. Many people are allergic to perfumes.

Now get out there and start making your customers happy.

About the author: Josephine Brooks has been an artist and crafter for many years and runs her own lampwork bead business at www.lampworkart.com.