Talk About the Product – Not About the Price

As we all feel the sluggish industry growth (only about 1.8% in the first quarter when compared to 2018) I am reminded of the need to make sure each customer receives the service they need and expect. Some time ago I did some secret shopping in several top 100 furniture stores. I actually visited 3 locations for each of the companies, and in each store I had the same experience. 

I walked in and was quickly greeted by a sales associate who asked what I was looking for. Each time I responded the same way “No thanks, I’m just here to look around today.” After a few minutes of wandering I found a comfortable sofa and sat down for a brief rest.

Within just a few seconds of stopping the sales associate reappeared and stood next to the sofa I was seated in. They turned over the tag, and said something like “This sofa is actually on sale this weekend,” or “You can pick this one up right now for just $799.” Not wanting to waste their time I responded that I really was just looking around and then excused myself.

For most customers, the price is not the sole factor that’s considered when making a buying decision. This is because most customers compare lots of options before deciding which product to buy. Price is one of several variables they evaluate when assessing a product’s overall value. If this wasn’t true, the lowest priced product would be the only thing that ever sold.

So, here’s the secret to success: Talk about the product – not about the price. When your customer appears interested in a piece of furniture, reapproach and tell them something about the product. You could say “That microfibre feels very soft and is surprisingly very durable. Oh, and it resists stains too,” or “The dovetail joints in that drawer are not only very attractive, but they are the strongest of all wood joints and will last for many, many years.

The next time you approach a customer who shows interest in a product go ahead and use the product knowledge you’ve been studying. Any sales clerk can turn a tag over, but only a real sales professional can talk about product. You’ll be surprised and grateful for the changes it’ll make in your ability to sell.

The next time you approach a customer who shows interest in a product go ahead and use the product knowledge you’ve been studying. Any sales clerk can turn a tag over, but only a real sales professional can talk about product. You’ll be surprised and grateful for the changes it’ll make in your ability to sell.

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