From ordinary customer to special GUEST
CHANGING YOUR perception of the people
who approach your business can lead to more
sales. This is the recommendation of Costco
member Kelley Robertson, a sales expert based
in Burlington, Ontario.
“A simple word such as ‘guest’ versus
‘customer’ can make a dramatic difference in
the way we perceive the people who pay our
salaries,” advises Robertson. “A customer is
someone who makes a purchase. A guest, on
the other hand, is someone we welcome with
open arms and look forward to interacting
with. A guest is more of a friend, someone we
will treat with dignity and respect.”
Robertson suggests incorporating the
acronym GUEST into a company’s sales
method, creating a five-step process.
1. Greet your “guest.”
2. Uncover his or her needs and wants.
3. Explain the product or service.
4. Solve objections.
5. Tell the guest to buy.
The GUEST method replaces the nonactive, passive role or aggressive sales tactics
utilized by most salespeople. Rather than
waiting for guests to ask all the questions and
respond to objections, salespeople should
be proactive and raise questions to discern
actual needs. This will allow them to adapt
their presentation, mitigating objections and
showing they’re prepared to solve the problem
rather than simply make a sale. The key is not
action but interaction.
Robertson stresses, “Stop treating your
customers like a paycheck and view them
as guests to your business. This may sound
awkward and initially difficult to comprehend,
particularly if you have been accustomed
to using aggressive selling tactics in order to
close a sale. However, you will soon notice a
difference in the way your customers respond
to you. In return, they will be more willing to
part with their hard-earned money.”
For more information from Robertson,
Creocsetcivoe m e
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