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Assumptions The Hidden Sales Killer

 by: Kelley Robertson

Assumptions can kill a sale. In my sales training workshops, I frequently discuss the importance of not making assumptions about a person before, during, or after the sales process. Participants frequently nod and tell me that they NEVER make assumptions. One person (Doug Maquire, www.MaquireMarketing.com) sent me this story of a situation that occurred in a department store he worked in many years ago.

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I was the ‘young kid’ who had signed on to take the 9 month Management Training course for a department store chain. Sales people were generally assigned specific areas to cover within the store but being a ‘management trainee’ I had to learn all departments.

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One day, a rough looking middle aged fellow entered the store. He was dressed in well-worn workpants, work boots, and a soiled red and black plaid shirt just like you’d expect a lumberjack to wear. No one approached him (I guess he didn’t look like a good sales prospect) and he didn’t move from the front entrance; he just stood there surveying the store from left to right. I walked up to him and asked if I could help. He said, I need a pair of wool socks. No nylon, no cotton, just wool socks. We went to the Menswear Department and both watched as the sales person assigned to that department walked away from us so he wouldn’t have to waste his time going through the full selection of hosiery just to find a single pair of wool socks.

I then started asking questions about style, colour, size, price range, etc., to help narrow down exactly what the customer needed. It don’t matter. he replied, Just wool socks. I work back in the bush and we only come to town every three weeks. Nylon makes my feet sweat. Cotton’s okay but it don’t last long. I need socks I can wear at work everyday and that’s wool.

So, I checked the content label of every style and colour of sock that we had in stock and eventually found a pair of 100% wool socks. Good , he said, and we walked up the checkout counter to ring in the $3.95 pair of wool socks. The man left and I got a bit of ribbing from the sales person in the Menswear Department about my ‘big sale of the day’ and how not to spend my commission all in one place!

Three weeks later the customer returned. He then walked over to me and said, I need more wool socks like that last pair . This time he decided that he’d take 6 pair. We took the socks up to the checkout counter and rang in the six pair of $3.95 socks. The customer paid cash, said thanks, and walked away with his purchase. This time I didn’t get quite as much ribbing from the sales person in the Menswear Department.

Exactly three weeks later the customer came back. He walked through the front door and made a beeline for me. I need more of them wool socks , he said. The boys at camp want to know where I got them and want some too. How many have you got? I checked the display area, the stockroom, and our new stock shipment and told him I had 58 pair. He paid cash and bought them all.

I never found out exactly how many people he worked with, but every three weeks he’d show up at the store and ask what I had in the way of tee-shirts, long johns, plaid wool shirts, work boots, gloves, caps, toques, coveralls, work jackets, etc., and each time he arrived, he’d walk right up to me for service and we’d both go to the proper department and select what he needed for himself and for the guys he worked with. He always paid cash and always thanked me for my help.

If Doug had made the mistake of following his coworker s footsteps and made the same assumptions about the customer, he would have lost thousands of dollars in sales. It is easy to make assumptions about our customers and prospects. A person s appearance, age, gender, nationality, or role within the company, often influences us. I have made this mistake when speaking to companies in the past. Upon learning that they only had a few salespeople, I made the assumptions they would not be willing to pay my standard fee. I later learned that this assumption was completely inaccurate and that they were fully prepared to invest in their teams development.

As a consumer, I have often noticed that most sales people will approach well-dressed customers before they talk to people who are attired in jeans or casual clothing. Avoid this fatal mistake and go into every sales interaction with an open and clear mind. This will definitely have a positive impact on your sales.

Copyright 2004 Kelley Robertson, all rights reserved.

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Copyright 2005 Richard Grady

For many people, their first experience of working online involves selling products on eBay. This was how I got started back in 1998 and I know countless other people that have done the same.

However, it is important to remember that eBay is not the ‘be all and end all’ - there is a much bigger online world out there. My reason for mentioning this is that I have spoken to three people this week who each make a decent full or part-time income on eBay but who are fed up with it and looking to move in other directions.

Having sold on eBay myself, I can understand why sellers do get tired/bored/frustrated with the auction site - it is highly competitive and it takes an incredible amount of hard work to succeed. In addition, it is normally the case that the more successful you become, the harder you have to work. Listing auctions, handling customer enquiries, packing, shipping, sourcing/buying stock, keeping up with feedback, monitoring the competition - selling on eBay is a tough job and it is no wonder that after working in this way for a few years, many people wish they were back in the land of the employed!!

Don’t get me wrong, there is good money to be made on eBay for anyone willing to put the effort in and many people enjoy trading on this huge auction site. But it isn’t for everyone.

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Having spoken to numerous eBay sellers in the past, it seems to me that of the ones that don’t enjoy working on eBay, the particular task that they enjoy the least is the packing and shipping of products. Funnily enough, this is exactly the bit of trading that I grew to dislike too.

I (and the sellers I have spoken to) didn’t have a problem with creating sales descriptions, dealing with emails, collecting payment (naturally!) and the other administrative tasks involved in running an online business. But wrapping things up and taking them to the post office is something completely different and for me and many others that’s where it all started to fall apart

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As I said at the beginning of this article, if you are getting fed up of doing the eBay ‘thing’ or if you just don’t fancy the idea to start with, there is a wealth of alternative opportunities available online. My own solution was to get rid of the one aspect of eBay trading that I didn’t enjoy - the packing and shipping - and start to produce and sell digital products which could be delivered to the customer automatically. I still have to write sales pages and build websites, I still have to deal with emails etc but I don’t have to handle any physical products (neither do I have to deal with payment collection because that too can be handled automatically by software).

Of course my products are very relevant to eBay sellers and indeed, there are numerous individuals and companies out there that have made a fortune off the back of eBay without ever having sold a single product on the auction site. I am sure that there are numerous other problems that eBay users have that could be solved with a new piece of software or a particular service and if the idea takes off, there are 135 million registered users on eBay to market to!

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eBay provides a wonderful opportunity for hundreds of thousands of people but it isn’t for everyone and if you find yourself frustrated/bored with the same old routine everyday, start to look for something outside of the eBay world.

About the Author

Richard Grady has been helping ordinary people earn online since 1998. He writes a free newsletter which is published every two weeks. To subscribe (and claim your free gifts), visit: http://www.thetraderonline.com/newsletter.html

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