CANDID CONSUMER: The suggestive salesman

When the customer is in a buying mood, it's a good idea to keep the additional sales suggestions flowing. 

Doom and gloom; petrol prices, the economy, the recession – what bloody recession! The CC was having no part of it, even though money was leaving his wallet faster than it was coming in. It was Christmas time. An impulsive “speed shopper”, especially at this time of year, the CC during his day off embarked upon his annual splurge to fill his family’s Christmas stockings and the vacant space beneath the tree. Mid-morning and all was progressing well, with numerous names ticked off the list, shopping bags aplenty, but alas still more to do. His sister, what the hell could he get her – traditionally always a difficult one! The mind ticked over as he strolled through the shopping centre seeing nothing that took his fancy despite the cheerful and colourful displays. But then, there it was, a clever and well-designed store window displaying “Gift Ideas for Everyone”.

Beneath the window sign the display was segmented into numerous boxes, each with its own suggestive sign: “Under $100”; “Dad will love these”; “Don’t forget Mum”. What specifically caught his eye was under the category “Stocking Fillers.” Now, while the CC was a speed shopper he was also one watchful of the dollars.

“Stocking Fillers - they ought to be cheap,” he thought. What specifically caught his eye was a funky and brightly coloured photo album. “That will do,” he thought to himself, ”Sister’s present solved!” After all, she was the godmother of his first born, a baby daughter, born 11 months ago; what an ideal present for her to store all those precious photos she had taken.

The CC entered the busy store, which was full of activity; Staff were demonstrating cameras, others were tending customers at the counter and one was assisting a client at a printing kiosk. The CC took time to look around the store while waiting for assistance. The funky album he had seen in the window could not be located on any of the shelves in-store, and he particularly wanted the same one he had seen on display.

He waited, then waited some more, waiting, waiting…..Frustration was beginning to set in, but the CC remembered the saying, “‘Tis the season to be jolly,” so he took a few deep breaths and patiently continued to wait, while continuing to meander around the store until a salesperson was free to attend to him.

Finally a young salesman approached.

“Sorry to keep you waiting, how can I help you?” were his first words. The CC responded by telling him he would like the photo album that was displayed in the front window, but he had looked around the store and could not find another the same. The salesperson knew immediately which one he was talking about and advised, “Yes they’ve been really popular and great value. We’ve just had a new shipment come in. It’s out the back, can you give me two minutes to go and have a look for you and get you one?” “No problems,” was the CC's response. Before the salesperson left the CC, he asked if there was anything else he was looking at. The CC replied there wasn’t. Two minutes passed and the salesperson returned with two albums under his arms, one being a “Mini-me” – a replica of the larger album he was looking at.

“Here we go, this is the album in the front window and I thought I’d show you this little brag book version which has also been very popular. Great if you just want to carry around a few pics; nice and convenient.” The CC immediately asked, “How much?” “It's $29.95 for the big album and $12.95 for the smaller one,” was the reply.

The CC thought for a second, “What the heck, could be handy.” Before the CC could respond, the salesman added, “We also have frames to match in various sizes. Is this for a present or for a special photograph?”

The CC replied, “A present for my sister, she’s the godmother of my daughter.” The salesman responded with an enthusiastic, “Great, very nice. Why not give her a matching framed photograph too.”

Once again the CC thought about this. Nice idea; after all, his sister had been great with his daughter from the day she had been born.

“Can you do enlargements here?” the CC asked. He carried with him on his key ring a USB stick, filled with a few photos and a couple of work documents. “Sure, we can do up to 10x8 inches for you pretty well straight away, and we have a special offer on for just $2.95 if you’re buying a frame...Which you are, right?”

The CC nodded positively.

“OK, let’s do it,” the CC said, handing the salesperson the USB stick, as he led him to one of the kiosks and explained which image he wanted printed.

The salesperson, to expedite matters, selected the image, adjusted it accordingly, and had the process quickly completed at the kiosk for the CC. “Just give me a few minutes to have it printed and I will also get you the matching frame while you wait.” The salesperson then suggested that the CC take a look on the kiosk menu at some of the customisable gift products they had on offer, in case he was interested. He also pointed to some printed examples on the shelf behind the counter. While the CC waited he perused the stubby holders, the key rings, the mini photo books, calendars, mugs and more. “Wow,” he thought. This was all new to him and it conjured up a few more gift ideas in his head.

After a few minutes the salesperson re-appeared with the enlargement, and the matching frame, and guided the CC back to the counter to ring up the sale. Before he did so, he again asked yet another question: “Now, how are you off for memory cards and batteries for your camera, do you have sufficient supplies to cover Christmas?”

The CC once again had to delve deep into his own memory bank to consider this question. “All OK I think, but I might need some batteries for this,” the CC responded as he checked one of his bags for a present he had purchased for his daughter.

“Yes, I need four AA’s.” The salesperson nodded and responded with a further suggestion. “Now I can sell you four AA’s but can I suggest something that will save you money over time, especially with kids and their toys.

“The normal batteries, once they are flat, they’re flat, you chuck them out and buy some more, but what we have here is a catalogue item on special. It’s four rechargeable AA batteries and a charger, so when they are flat, you don’t have to buy any more, you just recharge them.” He went on to advise the approximate re-charging time, and highlighted the fact that the charger also had the capability to re-charge numerous other sized batteries while pointing out its long-term value. The CC said, “All right I’ll grab one of those as well.” And now the CC was about done!

The CC left the store, happy with the service of this very suggestive salesperson, his wallet lighter, an extra carry bag on his arm filled with goodies, another name ticked off the list, and a head full of other great gift ideas. All good, he thought!  

CC Advice box 

Suggest and Present Complementary Goods 

It is important to suggest and present complementary and compatible products to the main purchase. Not only can it enhance and add value to the original purchase, but it can add valuable additional profit for the day’s sales.

Verbal Signs

Obviously a customer continually saying “Yes” or “OK” can give you an indication as to their preparedness and readiness to buy. Once they start saying “Yes” or “OK”, keep the suggestions coming.  

Shooters become snapshooters 

“Pixels for Pistols”, a month-long gun amnesty program launched by Henry's, a 27-store retail chain headquartered in Toronto, Ontario, in cooperation with the Toronto Police Service, and Nikon Canada – was far more successful than anyone hoped. In fact, the program was extended due to its success.

According to Andrew Stein, Henry's chairman, the most successful gun amnesty program the city had conducted previously netted a total of 261 weapons. The Henry's program, launched in October, brought in more than 1400. Stein said they had dreamed of perhaps 500.

During the program, anyone who arranged with the police department to turn in a firearm received a gift card for a Nikon Coolpix digital camera from Henry's, as well as photography lessons.

“Pixels for Pistols” also garnered considerable media attention for Henry's during the course of the program, which ended in late November. – from PMA Newsline Canada.