10 Tips For Building Customer Confidence
How To Get The Customer To Buy From You.
A customer is about to make a buying decision regarding a home repair project or a tool (or a riding
mower…or a litre of paint). For our purpose here the product is irrelevant. You and your
competition down the street are pretty much in line, pricewise. So who gets the sale? All things
being equal, it’s the store in which the customer has the greatest confidence.
The lesson is obvious; everything you do toward building and maintaining trust in your store will help
make day-to-day selling easier and your efforts more productive. The following ten suggestions
regarding selling techniques will help increase customer confidence.
1. Know your product thoroughly. Be ready to answer customers’ questions and provide them
with the authoritative information they need. Keep up with trends in the industry. Don’t let
a customer catch you with outdated information.
2. Be sure of what you’re saying. If you’re not, the doubts will show up in your tone of voice.
Result: the customer’s own doubts will begin to grow.
3. Never exaggerate in order to make a sale. Tempting as it is at times, a harmless
exaggeration often becomes a habit. Customers will come to question your truthfulness.
4. Investigate sources of information carefully. Do it before you use that information.
Customers rarely give you an opportunity to correct an error once discovered.
5. Use descriptive words and phrases with caution. “Unbreakable”, “maintenance-free”,
“lifetime guarantee”, and other such terms, when improperly applied, can cause
misunderstandings even though no deception was intended.
6. Beware of overkill. Sometimes your own enthusiasm for a product is taken by the customer
as exaggeration. Then your selling effort will go down in defeat.
7. Be frank and honest. Avoid the temptation of telling the customer what you think the
individual wants to hear. Admit the limitations of the item in question -- the customer will
probably admire your honesty. (Often, this can be an opportunity to sell up).
8. Simplify your sales language. A lot of technical gibberish that they don’t understand will
turn customers off -- rather than impress them.
9. Maintain your cool. A short temper is fatal. Even a moment’s show of annoyance or
impatience with a customer can destroy that customer’s faith in your store’s integrity.
10. Don’t make promises you can’t keep. “I’ll have it for you by Tuesday” or “we’ll have it
installed by noon Saturday” does not allow for a blizzard on the truck run or a problem with
the plumbing in the customer’s home. Be conservative with your commitments!
Courtesy of Jimmie Martin