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Dealing With The Difficult Buyer
By Jeff Slutskyand Marc Slutsky
Sales people have many different kinds of customers to sell. It is important to establish what kind of customers they are, so you know how to sell to them. Harry J. Friedman of the Friedman Group in Culver City, California and the author of "No Thanks, I Just Looking” classifies the customers into several categories. Here are just a few.
Marcel Marceu Type - This customer has a quiet personality and is shy to talk. As a sales person you have done everything properly, from opening the sale to probing, but little response from the customer. You ask questions about what the customer wants, and received little or no information. What's a salesperson to do?
SOLUTION - One way to handle this type of customer is to go for the close. Trying to close the sale will initiate the customer to either buy or not buy. If the customer isn't ready to buy, then focus on asking open-ended questions to get some additional concrete information. With this additional information, then go for the close.
Monty Hall Type - This customer wants "to make a deal" on everything. He wants to buy the finest merchandise for less than your cost and is very relentless in his pursuit to get what he wants. He agrees on a price, only after you give him 50% off another item. When you stand firm on your offer, he insists on free delivery. What's a salesperson to do?
SOLUTION - Let this customer know, you have gone as low as you have the authority to go. However, you're willing to make a call, if he doesn't mind waiting, to the "boss" (even if you are the boss) who can approve a larger discount. Go in the back room and make the call. Go back to the customer and say, "I told the boss you were a good customer and I would like to do better for you, but after looking up the pricing I was told I can't go less. I tried!" This customer now knows his bargaining days are over and it is time for you to close the sale.
Wishy Washy Customer - This one likes the product, can afford it, but just can't seem to say yes. Making decisions is very difficult for this customer. Every time you spend time with this customer, they leave without buying. What's a salesperson to do?
SOLUTION - This customer can't make up their mind by themselves, so it is up to you to help. Confirm the choice by commenting on what a wise selection they have made. Mention other satisfied customers who have made a similar purchase. To help with the buying decision, write up a sales slip or delivery order. The goal is to build up the Sales.
Street Fighter Action Plan
- Learn the solutions to each category so you know it well.
- Role-play the solutions with other employees until you feel comfortable.
- Identify those customers who fall into the difficult category
- Try the solutions out on customers.
- Modify the solutions if need be.
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