Personal Interaction with Sales Executives

Mostly we are talking about the training of sales executives to help our customers. There are so many cases in which customers didn’t get proper assistance from them, even though we as shoppers or company claimed that we are customer oriented. Few days back I have seen two incidents, one with my friend and other with myself.

I accepted that we are in progressing stage but we do not expect such mistakes from tycoons like biyani group or Sony stores. In metros, customers are more conscious about the services because they prefer branded things and best services.

In one big mall at Hyderabad, I and my friend visited for buying a camera but didn’t found any quality brands and models. In the meantime he saw an electronic microwave oven; we called sales executive for assistance about the product. Let me tell you that buddy (sales executive) was not well trained technically. Especially in case of electronic goods, gadgets we required technically sound executives but here the scene was completely opposite. He was simply trying to convince us for the product but unable to differentiate the product on the basis of features.

But there the scene was bit different, my friend was very much interested in the product so finally bought that oven but I am talking about a customer who is not in mood of buying that product but simply visited the mall and watching the product for time pass or he is dilemma. In that situation I can firmly tell you that company surely looses the customer.

On the same day when I visited Sony franchisee showroom, I was shocked when I was talking to sales executive about the digital camera (Sony cyber shot) features. Literally he was shocked and stucked while explaining the features and went to his incharge (seniors) to know about the particular feature and difference between two models.

Here the situation was same that I was predecided about the product so I bought it but if I was not very much sure then I will stuck into dilemma because of sales executive’s product knowledge .

Normally in techie goods, shoppers are required a very skilled and product knowledgeable sales executives. Here customers are much more knowledgeable than sales executives. Sometimes they are predecided about the product but simply want to check the SE’s knowledge. Here company will suffer and lose its customer.

TRADITIONAL SALES FUNDAMENTALS

Today when we talk about sales, a very first idea come into the mind of individuals is “ITS BAD”, “NOT MY CUP OF TEA & “MONOTONOUS”. Let me ask you all a question- when you go buying something, what comes into your mind first?

Ans: Why should I buy this stuff, while in impulsive buying period too.

Let’s think this issue other way around.

A salesman or executive who is there in malls, shops, door-to-door sales for selling his/her product to you, feels difficult, tricky for him to identify a prospective customer, his/her requirement and tactics to convince him for his product?

I accept that in most of cases we find that sales people didn’t went for deep analysis of customer’s demand discrepancy (gap between his present state of mind and willingness to buy) and they simply believe in traditional sales fundamentals- pushing pushing & pushing their product.

If we look at traditional sales model, firstly sales executives give full presentation about the features and functions of product, service & solution then hoping the buying influence sees a fit.

In graphical form traditional sales model process looks like this.

Most common mistake committed by sales executives according to traditional sales models:

• Sales executives treat their customers as target.
• Follow unilateral selling concept means they do not try to understand customer’s need.

• Poor listening skills

• Sales executives believe that all potential buyers can use their product

• Showing and telling about product is always appreciated by customers and they rush to buy from us (sales executives).

Now the pattern of selling is slowing changing from our traditional mindset of sales fundamental to No-sell selling concept. It’s an innovative way or methodology to push your product and make your customers happy.

People love to buy, but they hate to feel that they’ve been ‘sold’.