Garage door industry magazine for garage door dealers, garage door manufacturers, garage door distributors, garage door installers, loading docks, garage door operators and openers, gates, and tools for the door industry.
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SALES&MARKETING; (continued from page 32) She's going to remember that exceptional salesperson and come back again, and tell her friends to go to you as well. correctly. You said…" afterward, ask if you missed anything important. She'll be impressed that you were indeed paying attention. Listen to her not just to fi nd out what she wants, but listen to her for the sake of showing her that you are willing to give her your time and attention, that she is important. Don't interrupt her. Interrupting one another's conversations is a pretty routine thing for most men, but women can get annoyed when you interrupt. Women defi ne interruption a little differently. Just because she's not talking for a moment doesn't necessarily mean she's ready for you to jump in. She may be taking a moment to collect her thoughts before resuming. I recommend that when selling to a woman, or when communicating with women in just about any situation, you adopt a simple procedure. When you think she's stopped talking, silently count down from four, to give her a chance to resume. Listening isn't a passive activity. Women show empathy when communicating with head nods and shakes, with the occasional "Really?" or "Hmmm" or "I know, I know." It shows that they are listening, paying attention and being empathetic. Sales and service people need to adopt these behaviors to show empathy with customers, especially when that customer is expressing need for features, benefi ts, and services. Nod occasionally and interject a little verbal interest (without interrupting) and she will feel better about you and may be more willing to buy from you. I also recommend that you rephrase what she's said to you about her needs and objectives. Summarize some of the important points she communicated as in "Let me make sure I heard you Your effort to paraphrase her statements will show respect, courtesy and attention to her needs. She's going to remember that exceptional salesperson and come back again, and tell her friends to go to you as well. With women if we have a positive experience we tell our friends and family about it. If we have a negative experience, we tell everyone. Selling to women properly takes an adjustment for many men and even some women. You must be conscious that when a woman enters your establishment or you enter her home that you have to make an effort to give her the customer experience that will make her comfortable making a purchase from you. It's not just so you can sell more to women. When you meet the needs of women, you exceed the expectations of men and you'll sell more to them as well. VOLUME 45 ISSUE 4 2012 35