tug-of-war

Smart consumers today aren’t making snap decisions. They’re weighing quality, price, and their actual need for a product or service before they part with their money, especially when the price is high.

That’s a good thing for personal finance, but frustrating for sales people whose earnings depend upon commissions from sales.

Real estate people come to mind, as do car salesmen, party plan hostesses, and those who sell furniture. I didn’t know they were on a commission until my son spent a little time working in a store that sold bedroom furniture.

So what can you do with someone who could be a good prospect, but hasn’t quite decided to buy?

First of all, be pleasant! Then follow up.

Your attitude will be a deciding factor in whether that person returns to you once the decision is made.

I remember when a certain brand of mattress was being heavily advertised and sounded good. We were shopping one day and saw a huge banner promoting that mattress, so decided to go in and check it out.

When we said why we’d come the salesman said “Yeah, everyone wants to come and look at it. Nobody buys it.” Then he proceeded to follow us around the store, and while I attempted to try out the mattress, told us all about the mechanical problems with his car.

I could hardly wait to get out of there!

But what if he had instead offered to answer questions? What if he had taken my card and offered to send me a report telling why that mattress was superior – and then done it? What if he had let me know when there was a sale?

He might have made a sale.

Then there was the vacuum cleaner salesman who came to the house last year and left angry because I didn’t purchase. I had told him ahead of time that I was not in the market for a new vacuum cleaner right then, but he pleaded with me to allow him to show it – saying that he’d be paid for coming out.

While he was slamming the parts back into the box before he left I asked him about his marketing and whether he had a system for following up with people who didn’t buy on the first visit.

He told me no. He said that it was a waste of time.

He then went on to tell me that if people don’t buy when the machine is there in their home, they never will. I beg to differ, since I’ve been pondering the purchase of that machine for the last couple of months – and wondering where I can buy it without dealing with that particular sales person.

His attitude was such that I would never buy from him – even now, when I’m seriously thinking about a new vacuum cleaner.

What if he’d been gracious instead? What if he had followed up with a thank you note for allowing him to demonstrate that vacuum cleaner? What if he had sent me a note when a new model came on the market, or sent a flyer offering replacement parts for my old one?

Had he done any of that, his card would be stuck in my address book and I’d call him when I was ready to buy.

Marte Cliff is a Freelance Copywriter who specializes in making people feel good about buying products or services, or donating to worthy causes.

She has extensive experience in writing search engine optimized web copy, direct sales letters, postcards, space ad copy, press releases, and more. She is also available for marketing plan creation and editing services.

You can visit her at http://www.marte-cliff.com. While you’re there, sign up for one of her marketing ezines. She promises to gently nag you about ways to make your own marketing efforts more productive – whether you’re selling a product or service, or promoting a non-profit organization.

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