When Being 'Un-Natural' Can Pay Off
Dear Friend,
Last week, I received an email from
a first-time cart operator.
He had opened up a cart at the beginning
of September. And wrote me because his
sales weren't what he expected.
He explained how his cart was in a top
mall, and he was selling a proven product.
'Hope you can give me some tips.'
***
I emailed back with some questions, the
main one being...
'Are you using the SALES SCRIPT provided
by your supplier.'
I didn't really have to ask. I already knew the
answer.
'...The company did send me a 'speech',
but i rarely use it...
... i just let them come and look and let them
make up their mind. If they ask for prices or
ask for more info, then that's when I tell them
about the prices...'
***
When we spoke on the telephone, near the
end of last week, I asked when he ditched the
script.
'The first day.'
So why didn't he stick with the script?
'...it just didn't seem natural.'
***
Very RARELY does a sales script seem
'natural' at first.
I've found it generally takes at LEAST
seven to ten days of ACTUALLY selling
with a script... before it starts to feel comfortable.
That's the point when you are able to use
the script without continually thinking...
'... what do I say next?'
And your focus can shift from internally OFF
of yourself, and ONTO your customer and
THEIR needs.
***
A common mistake made by many cart or
kiosk operators is to ASSUME that because
a product is a proven seller... that they can just 'roll it out' onto the
'shelves' and let the product 'sell itself.'
Often, the biggest benefit in choosing
a proven product, is NOT so much the
product itself... but in the SYSTEMS used to sell the
product.
And a proven sales script is one of the
most POWERFUL selling systems a cart
or kiosk operator can employ!
***
Now, folks often RESIST using a script
because it's 'not natural.'
Most scripts ARE NOT natural at first.
Most of us are not natural salespeople.
However... we don't use a script because it
is natural OR because it's fun... but because
it is USEFUL.
We use a script because it leads to sales.
***
If you are lucky enough to have chosen a
product where the supplier provides a sales
script... USE it!
Stick with it! Practice it! Until it BECOMES
natural.
If you DO stick with it, and learn that script,
it WILL lead to more sales!
Brady Flower
The Kiosk Expert
P.S. For more tips on how to run a successful mall
cart or kiosk, subscribe to the Specialty Retail Report
at:
http://www.kioskexpert.com/srr.htm
