How can I sell?

July 20, 2005 4:29 PM

How does an introverted, nervous, none-too-attractive register-jockey actually make sales? Any advice or books one can read?

The store I work in hasn't been doing very well lately, and the managers have decided that, in order to motivate us, they'll start posting all of our weekly sales, alongside what we "should" be making. If we make more than what we "should" be making, we'll get bonuses. But I am, at heart, a very nervous, socially inept and quiet person when around strangers. Can anyone give me any advice or recommend any books on how to be a good retail seller? There are a ton of sources for company sales, etc., but not much for Joe Counter-Biscuit like me. Thankew!

posted by 235w103 to work & money (17 answers total)

What kind of retail... is this a bookstore, Wal-Mart, Radio Shack, etc? I think knowing the nature of what is supposed to be upsold would help narrow the advice.
posted by rolypolyman at 4:34 PM on July 20, 2005

It might help to know what kind of store it is.

Generally, though, how about up-selling? It seems to work for entities as varied as fast-food restaurants (Would you like fries with that?), automotive dealerships (The Super Touring package is a $3000 value for only $2800!) and libraries (There's a sequel to that book. Would you like me to put it on hold for you?).
posted by box at 4:36 PM on July 20, 2005

I just got "up-selled" at a men's clothing store. I almost hit the guy.

Do you have any interest in what you are trying to sell? Try not to think of it as "sales". Try to think of it as hanging out with your friends and talking about things you care about.

And really, what do you do? That would help with "scripting".

This could end up being very fun for you.
posted by snsranch at 4:53 PM on July 20, 2005

what about books like "how to make friends and influence people"? i think they're full of "tips" on how to appear friendlier.

years ago a friend read that book and turned into a complete jerk, but i assume you could read it more as a manual on how to "act" rather than "live".

(you have my sympathy - i would hate to be in your position. for what it's worth, the kind of salesperson i prefer is someone who is quiet but helpful when i ask for something. so i'd say work on your nervousness rather than on trying to "sell" particularly, but while that's good advice for selling to me, it might not be so good in general. unfortunately i don't know of much of a curve for nervousness, apart from the dawning realisation as you get older, that people just aren't that scary)

you know, if i were you, i'd start looking for another job. not because i think you'll fail, but because i, at least, would be happier somewhere else.
posted by andrew cooke at 4:54 PM on July 20, 2005

I sell clothes at a major chain, here is what we do:
Get the customer talking about what they want, so you can make suggestions that are appropriate.
Don't get too pushy. Be available to help, but don't smother them. Stay where you can see them and if them seem to need help go over.
If you can get people to try things on, test them or even just touch them, they are more likely to buy them.
People never get tired of talking about themselves or their children. Use this to your advantage.
And finally, don't just think of the sale in terms of one sale. You want your customers to like the store, the environment and the help, so they will come back again.
posted by slimslowslider at 5:19 PM on July 20, 2005

To my mind, there are two different types of sales.

1) Convincing someone to buy something they didn't previously think/know they needed.

2) Helping someone who has already decided to buy something (a stereo, a computer, a house) find which one is the best for them.

These are very different tasks which require different approaches. Which one are you doing?

In my experience, even quiet introverts can excel at #2, if you are knowledgeable about the product and enjoy sharing that knowledge.

#1 seems to require a more outgoing and aggressive approach.
posted by winston at 5:41 PM on July 20, 2005

I agree with andrew cooke on both points: a) the Dale Carnegie book has become a bit of a cliche, but it is the basic text for what you're asking for, and it's good, and b) look for another job.
posted by bingo at 6:03 PM on July 20, 2005

"Sales" gets a bad wrap because it's quick and easy to associate "sales" with Glengarry Glen Ross, used cars, and pushy people trying to manipulate you into doing something you don't want to do.

A more productive way to think about it is to think about simply building human relationships. You know that fabulous server at the restaurant that you might have recently gone to that made you feel comfortable, was genuinely interested in you having a good time, steered you away from one dish ("psst, I wouldn't have the salmon, the lamb is a star") with the net result that you had a great time and maybe ordered a bottle of wine when you would have ordered a glass? That's sales. Nothing icky or nefarious about it. So--and I could be reading too much into your post--a first step is getting over feeling like you're doing something unnatural.

It's not clear what you're selling but hopefully you believe in the product. If you don't this is going to be a tough row to hoe. If you do believe/enjoy/like what you're selling then it's all about exposing your enthusiam to your potential customers and engaging them in a simple, authentic conversation. They walked into your store so obviously they think they may need what you have to sell, being a great sales person simply involves hooking them up with things that fulfill their need or want.

Let's pretend you work at a bookstore. I'm not being corny here, but it starts with a smile, eye contact, and a simple "how are you?" or "can I help you?" This should be followed by escorting the person to the section of the bookstore that has the book they're looking for, your honest enthusiasm for (or discreet wave off of) a book/author. Engage them, given them your attention, and just be yourself. If they clearly want to buy something then think of yourself as their champion and keep working on that task until you've found something they want.

This is how I'm treated at the pet store, food co-op, and bookstore I frequent--all independent business that offer great products but not the selection I'd get if I went to ginormous corporate outlets. I patronize these places because of . . . their approach to sales.

But--and sorry, this is getting long--this approach is the same one that worked for me in my two brief retail stints selling "men's accessories" at a department store and working for a chain video rental outfit. I viewed everyone I met as someone interesting who had a (retail) need I was being paid to fulfill in the best possible way. I kicked ass and had lots of repeat business. *And* was told explicity by these frequent customers that they came to me because I wasn't "selling them." I wasn't, I was just trying to figure out what they needed to be happy with their retail experience and the result was . . . sales, far more sales than my coworkers who were only focused on "making money."

Hope that helps. And another thing . . . you may just find, with your introverted nature, that by stretching a little bit and initiating honest conversations (as opposed to just manning the register and waiting) that you'll connect with a good portion of the folks who come through your store who themselves may be introverts and/or don't want to be sold.

On preview: bingo's right. The Carnegie book is easy to snark at but contains much of the advice I've laid out--snarks often overlook the fact that the advice really focuses on being interested in other people--and if you can't stand behind what you sell look for a place that sells somethign you care about and can support 100%.
posted by donovan at 6:20 PM on July 20, 2005

Hergh. The problem is that we don't really sell much of anything, in particular. We're a store attached to a restaurant (think of an independent, quirky Cracker Barrel), and we sell a very wide variety of items. We sell a fair amount of cheap, fun stuff, like Nihilist Gum (with No Flavor) and the sort of Archie McPhee stuff. But we also sell clothing and jewelry, all of which tends to be extremely expensive (we have $300 purses); I'm not saying that we're ripping customers off, but nobody in our town is going to just impulse-buy a $300 purse. And my manager said, at the meeting today, that our problem was we had too many "low-ticket" items, i.e. under ten dollars, because we sold more of those than anything else. The emperor and clothes, etc. How do you make people who just want to eat something buy a $300 purse?
But seriously, thanks for the advice, and I will pick up the Dale Carnegie!
posted by 235w103 at 6:33 PM on July 20, 2005

Just being knowledgable and competent will move you a large step up from the mindless hordes of register drones.
posted by Ken McE at 6:57 PM on July 20, 2005

Some people just aren't suited to sales. Me for example. Absolutely everything I might try to increase my chance of sales will be disliked by a manager (you know, things like being helpful or knowledgable about the product) while the jocks and cheerleaders who lie through their teeth get all the bonuses.

You might consider another line of work.
posted by krisjohn at 7:23 PM on July 20, 2005

a) Put on some special article of clothing that means you are in professional "sales-mode." In my line of work, we use a white coat. This will enable you to put on a new persona with the article of clothing. Your new persona should have traits like loud, chatty, relentlessly upbeat, quick-witting, and friendly.

b) My dad said if you feel uncomfortable about meeting or interacting with someone, imagine them naked. Then try not to laugh out loud. In my line of work we actually make them take their clothes off, but that may be overkill. You can just show them to the dressing room.

c) Dale Carnegie's "How to Win Friends and Influence People" explains how to talk - and to listen - to people and make them feel happy and at ease. Lord knows when I walk in a store and someone puts me at ease, I reward that person by buying everything I can carry out. Unfortunately that's rather rare.
posted by ikkyu2 at 7:58 PM on July 20, 2005

Ikkyu2, you're a riot. Never thought of that line of work as "sales", but you're certainly customer-facing I guess.

235w103, remember: you can do your best, but there's only so much you can do with bad management (I don't know if yours fits the bill, but it sounds like it's a possibility). If you're trying to sell something that few want or need, it's naturally going to be more difficult. You would then need to change what you're selling, or change your marketing to attract a different kind of customer that has the want/need. Either one of course, is probably not your job.

If all else fails, quit. Nobody likes working for a company that makes bad business decisions.
posted by RikiTikiTavi at 8:47 PM on July 20, 2005

I'll second the self-help books but for the most part you're asking for a personality change. As someone who grew up fairly introverted, it took me *years* to develop extravert social skills, so the idea of cramming it in and suddenly being this savvy people person overnight is a bit misleading. If you try too hard and too fast you might come off as a typical salesman, "Hello, insert_name" (make note to repeat name 2 times), (now smile - hard), upsell attempt, etc

I'm not saying its impossible or that you shouldn't try, but its more of a process than a quick fix. You'll find yourself improving in small ways and you might be surprised at the results, but this may not translate into anything you can use at your job. Although, it may make you a bit happier to be able to mix well with people.
posted by skallas at 1:10 AM on July 21, 2005

I found, "Never Eat Alone" by Keith Ferrazzi to be a fun read and a bit like a modern Carnegie.
posted by KrustyKlingon at 8:31 AM on July 21, 2005

a noval approach (by a fellow introvert): how about putting some sales on Ebay? use an online store for the more expensive items?

(the net is a wonderful place for the introverted)
posted by mirileh at 9:05 AM on July 21, 2005

Act like you're friendly, personable and are happy to help people. Keep a pleasant "look" on your face. Don't notch it up to some clown-ish level, keep it subtle. A "smile" here, a "hello" there, a "how are you doing" or a "can I help you with something" to that person will go a long way. Give the customer your name and tell him/her where to find you if help is needed. Eventually it's real.

Outwardly - I'll assume you're not wearing a uniform. Simple, yet neat, tidy and size-appropriate clothing. You're a guy - khakis, simple shirts (polos, button-downs, etc.), loafers. Shower daily, use deodorant. Make sure your shoes are clean (not necessarily polished, but no dust, mud or dog shit clinging to them). Keep your hair trimmed and tidy (comb it on breaks, not on the floor).

Why so much on the externals? Looking nice makes you approachable.

I'm an introvert yet I've taught myself to be able to conduct myself as described above. Email is in my profile.
posted by deborah at 12:05 PM on July 21, 2005