Customers favor the products that they know more about and are familiar with.
As a sales associate you probably have favorite products, and for some reason they sell better than all the other products in your showroom. But are these products also the best for the customer… for the store… and your wallet?
Why do these products sell better? Is it just because you have great taste and most of the customers agree with your preference?
The reason you’re selling more of your favorite products is not that you and the customers have the same taste.
Perception Causes Action
Since we’re already talking about taste: McDonalds won recently a surprising title. Consumer Reports reported that, in blind tests, McDonalds coffee tasted better than Starbucks.
I don’t think we have to argue about the result if the test had not been blind.
Imagine: there are two bottles of wine in front of you. You pour a glass from each bottle. Now which will taste better? You probably think you can’t tell until you actually tasted them… and you would be wrong. The fact is, on average, the wine will taste good or bad based upon your perception of the label of the wine. The label, the words, the appearance of the label determine how much you will like the wine.
Another study: people didn’t think North Dakota wine would taste good. And not only that, people thought it would hurt the entire dining experience. So, a study with 49 MBA students was conducted at a wine-and-cheese reception. The result: those given wine labeled from California (what a coincidence!) rated the wine 85 percent higher and the cheese 50 percent higher.
The more we know about a product, and the more positive thoughts we can associate with it, the more likely we will buy.
So, it is actually not that everyone likes your favorite products because everyone has your taste.
The reason your customers prefers your favorite product is…you give them more (positive) information about it than any other product.
If the customer feels that the presented product would be the product of your choice, she will also have “social proof” that she is making the right choice.
Engage Your Customer
The next step is to engage your customer and be interactive.
Often we see sales people in flooring stores (literally) throw a sample on the floor in front of the customer. Then the customer looks at it, says “Yes” or “No”, and the sales associate moves on to the next sample.
What if you could tell a story about the product. Something memorable, something like: “These products are designed and made in California. The designers from Tuftex design and color their carpet always with hard surface in mind. That’s why it matches so well with the hardwood /stone in your house.”
What if you now go with the customer to your hard surface section of the store and look for the material she is already using in her house?
What if you have color guides in different materials (fabric, textiles, leather, etc.) and you were able to show her a visual story board on how well the carpet coordinates with other hard surfaces?
Go The Extra Mile
Almost everyone knows the saying “there are no traffic jams on the extra mile.” This is especially true in our industry. If you go the extra mile, if you put in extra work, and if you talk and interact better with your customer, you will sell mor.
The more interaction you have with the customer, and the more you can tell her about your products, the more she will trust you and the more likely you will sell. There is no shortcut.
Story boards are a great tool for customers because they probably watch HGTV, DIY and other home improvement programs.
When you take the time to show her story boards… her perception of you is profession and that you are truly interest in her project.
When all the work is done, you will be the beneficiary of one of our social rules: “reciprocation”.