Top 10 Ways -Turning a Shopper Into A Buyer

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How many times have you gone into a store looking for help? I think one of the most annoying things today is walking into a place of business and the staff is on their cell phone, talking to each other, eating or just plain ignoring you. Personally speaking, when that happens I walk out. If I am not the most important thing that has happened to them that day, I don’t want to shop there. Call me an egoist, but I want service. In these days when it is so easy to order online and in this economy, you have to do everything possible to Keep the customer. That customer should be made to feel they are the most important thing in your life. 

That said, it’s not easy- they don’t appreciate you- they also don’t know the difference between you and the guy down the street. Your Success as an optical professional depends entirely on your ability to open up customers, to communicate with them and satisfy their needs. 

The consumer today tends to be cautious about where they spend their money, wanting the best quality and the best deal. At the same time there are more optical places, more products and more choices for them to spend. Your competition!

In order for you the dispenser to be successful you must be prepared. A true professional in any field starts with preparation and knowledge. These in turn will give you self confidence, control and most of all the best customer service.

10 Keys to Turning Shoppers into Buyers 

1. Satisfy every single customers/ THEY ARE YOUR WORK

  • Go the extra mile

2. Keep personal problems off the Floor- Get rid of the attitude 

3. Don’t Congregate on the Floor and don’t be on your cell phone 

4. Acknowledge every single Customer/ GIVE PROMPT SERVICE

  • Smile

5. NEVER PREJUDGE CUSTOMERS

  • Always assume the customer is worth $1 Million Dollars 

6. Sense every customer’s personal space.

  • Earn their trust

7. Assume they are going to buy.

  • People that chose to shop with you have a conscious or subconscious desire to own what you are selling

8. Sell with Enthusiasm/ Your excitement about your products and services can be transmitted to the customer. 

9. Ask Questions- engage the customer 

10. Have Fun- 

To better aid in the process of turning a shopper into a buyer, it is very important for you to know and share your knowledge about the products and services you offer.  

1. Knowing Your Prices will aid you by: 
•    It saves time and will make you look like a professional 
•    Increase personal confidence thus increasing your creditability  thus customer confidence in you 
•    Can give quicker and more accurate phone quotes
•    Can write up the sale saving you and the customer time!
•    Increase security against switched tags
•    Enhance customer service
•    Lets you know if in line with the competition

2. Knowing Your Competition will aid you by:
•    Able to deal with customer question and objections.
•    How you compete in sales policies, warranty, services and prices
•    Know how you stack up with promotions
•    Information on future trends
•    Increase chance of customers buying now instead of shopping

3. Knowing Your Products will aid you by: 
•    Makes you the professional your customers expect
•    Gives you confidence and able to handle objections effectively 
•    Able to show pride in your product
•    Will Save time
•    Will aid in determining lifestyle needs more efficiently
•    Able to Offer maintenance suggestions
•    Inform customers of new products or innovations
•    Allows you to answer technological questions
•    Better satisfy patient needs, garner trust and creditability 

4. Walking the store will aid you by: 
•    Put misplaced merchandise back in place and restocking. 
•    Aware of new product arrivals
•    Can quickly find appropriate merchandise for customers
•    Spot housekeeping or maintenance problem
•    Take care of good lighting and signage
•    Know promotions available
•    Prioritize things that need to be done that day- Get ready to do business. 

The next step is the Sales Process. Believe it or not, Sales People are not born. Sales is a process and anyone can learn it. If you follow the following easy steps, you can assist not only the customer and your place of business 

Step 1- Open The Sale: 

  • Opening the sale may be the most important part of the selling process. An effective opening reduces resistance and enhances your ability to ask probing questions. The Key is to engage the customer. 
  • Start with a great opening line. (Avoid ‘May I help you?’) Effective opening lines may not have anything to do with business. 
  • Ask a question to encourage conversation.’ Where did you get that dress?’ How about this weather?’
  • Build a rapport Approach in a friendly, welcoming way- get the customer to talk to you 
  • Break down resistance to salesperson- customer- ask their name, where they live? 

Step 2-The Probing Process

  • Most salespeople can find out what the customer wants. It takes a professional to find out the personal motivation the customer has for wanting it in the first place. It is your job as a customer oriented dispenser to detect the differences among the patients you service and to suggest the proper items or alternatives that suit each individual customer. A good prober is curious about why the customer came into the office and why they want an item.
  • Your job is to create a desire to your patients and sell them what they really want. It is not to ask them how much they want to spend.
  • Probing is more than finding out why:-Develops an understanding of wants and needs and desires
  • Develops the patient trust in you.
  • Probing questions: Who What, When, Why, Where, How, Tell Me. Engages the customer 

Closed Ended Questions                    Open Ended Questions

  • Do you want metal or plastic?        What type of frames do you prefer?
  • Do you wear brown?            What colors do you wear?
  • Do you want the same frame?    Tell me about your occupation?
  • Do you want a new Frame?        When do you wear your glasses?
  • Do you want sunglasses?          How often do you wear glasses outdoors?
  • Do you want colored contacts?      What do you think about the new colored CL?

Helpful Hints on Probing Questions

•    What are you shopping for?
•    Why did you come in today?
•    When will you be using them?
•    Why do you need them?
•    What type of look are you looking for?
•    What colors do you wear?
•    What would you like to do at this time?
•    What features are important to you?
•    What have you seen before that you really liked?
•    What type of styles have you seen?
•    What do you do for a living?
•    What type of recreational needs do you have?
•    How did you happen to come in today?
•    How often do you see an eye Doctor?
•    When did you decide you needed new glasses?
•    When do you want (need) them?
•    How did you hear about us?
•    How often do you update your eyewear?
•    What is important to you, Comfort? Durability? Style? Price?

Step Three- The Presentation

The probing process and the information gathered are linked to the presentation. Once you have discovered the need, the presentation is very easy.

Customers buy for two reasons:
•    Trust ( which you established in the probing process)
•    Value (Research says that price is the 4th reason why people buy)

Selecting the right feature along with the right benefit and advantage is the ultimate customization of a sales presentation. When this is done, you will be giving the merchandise a reason to being, therefore giving the customer a reason for buying.

The key is getting the patient involved. Tailor the merchandise features, advantage and benefits to the needs, wants and desires of your customers.

Features and Benefits 

 

  • Features- A part of the item or service.
  • Benefits+ Tied directly to the feature.. Say the feature and then ‘which means’- You can benefit from this item by……

 

Step 4  Closing

Asking the patient to make a decision is one of the hardest parts from many dispensers. They do not want to be thought of as ‘pushy’ or aggressive. There are many ways to ask the patient to make a decision.
•    Close the sale by assuming they are going to buy.
•    Close the sale by adding on lenses, tints etc..
•    How about ….
•    This will go with…..
•    This is a must look for….
•    Which two colors did you like the best?

Step 5- Objections as Opportunities

Objections are part of any sale.  What they actually mean- the customers has questions that you need to clarify or respond to. They are opportunities for you to build your trust, relationship, credibility and expertise with the customer.

Objections are commonly called stalls. Customers use them when the feel uncomfortable or embarrassed about telling you the real reason.

Common Stalls:
•    I’ll be back
•    I just want to see what the competition has.
•    I want to shop around.
•    Can you hold this for me?
•    I should bring my spouse in to look
•    What does my insurance cover?

Helpful Hints on Handling Objections:
•    Listen to the entire objections.
•    Acknowledge the objections
•    Get permission to continue

May I ask you a question? Do you like it?
•    Smoke out the real reason
•    Confirm your selling points. (Features, Benefits, Advantages)
•    Ask customer about price.

Step 6- Closing the Sale (Again) 

Each closing depends on individual patients. You must ask for the sale, no matter what. Each person exhibits different buying signals. The successful closer recognizes buying signals.

Buying signals:

  • Does this come with a case?
  • How soon before I get my new glasses?
  • What other colors does it come in?
  • What does my insurance cover?
  • My wife would kill me!
  • What type of warrantee?
  • This is best pair of glasses I’ve ever had on.

Closing statements:

  • Would you like to pay for this with Visa/ MasterCard
  • Would Sat. be convenient for you to pick this up.
  • I like the Pewter best, which is your favorite?  
  • Why don’t you buy it now and save you agony of indecision!
  • This is our most popular style, would you like a pair for home and office.

Step 7 Affirmation of Sale

Everybody wants to be affirmed that they made the right choice in what they purchased. It is important for your to validate those choices.

Affirmation:

  • Use patient name, we, our, you, I 
  • Re-Confirm why the purchase is a wise one.
  • Tell them to enjoy their purchase
  • Invite the patient to call with all the compliments
  • Invite patient to come back
  • Thank patient for coming in
  • Thank patient for their referral business
  • Give patient business cards.

Follow- up

  • Send personal thank you letters
  • Call patient back within a week to ask how they love their glasses
  • Send your own personal newsletter
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