By Harry J. Friedman Founder/CEO, The Friedman Group

How many times has a customer walked into your store and asked to see a brand or line that you do not carry? As hard as you may try to carry the best selection of merchandise to appeal to your potential customers, someone will always want something you don't have. Maybe it's a brand you don't carry, an item that has been on back order for three months, or a different size, color, etc.

In retail, this is a common occurrence. No retail company can maintain stock levels with every item available, in every size, shape and color the customer may want. So what can you do when a customer comes in looking for Brand X and you only carry Brand Y?

With the competition as tough as it is, you need to make the most of every selling opportunity. If you simply inform the customer that "you're sorry but you don't carry Brand X" you are allowing a potential sale to walk right out the door and into the door of your competition. This is a prime opportunity for you to use your ability and skills as a true salesperson, rather than just a clerk. The ability to convert a customer from a brand that you don't carry to one that you do is one of the most powerful sales tools you can develop.

There are a few simple steps to follow that will provide you with the best opportunity to sell the customer the brand you carry in a professional manner. After finding out what the customer wants using a step in the selling process we call probing, you will need to find out why they like Brand X. It could be the style, the fit, the features, the reputation of the manufacturer or any number of reasons. Once you know why they want that brand, you can switch them to a brand that you have in stock that can deliver the same benefits.

After the customer answers, you must give them a supportive response to let them know that you were listening and truly care about what they said. Whether you agree with it or not is irrelevant. The point is that you must at least acknowledge the reason they have asked for this particular brand. For example, your customer tells you he has heard Brand X requires very little maintenance. Even if you don't agree, don't put Brand X down. Instead you could reply, "Yes, low maintenance is a very important issue for most people."

At this point, it's time for you to attempt to switch. First, you should let the customer know why you don't have the item they asked for. The best thing to do is to take the responsibility off your shoulders and put it on someone else's. The most logical person is the buyer; the person who actually selected the merchandise. Here's a great example of how to do this:

Salesperson: Each year, our buyers shop the world for the best possible values to offer our customers. Unfortunately, this year, they have not selected that particular brand or model.

So, now the customer knows why you do not carry the item. Your next step is to ask them for permission to switch. By asking permission, you are eliminating the risk of being regarded as a pushy salesperson who just wants to sell them anything. Let them know that although you do not carry Brand X, the features of Brand Y are similar to what they liked about Brand X, and could you show it to them?

If the customer says yes, then you have just taken away their objection and have a good chance at making the sale. They are in effect telling you that their mind may not be completely set on that specific brand and are willing to look at a comparable item. During your demonstration of the alternate item, remember to point out how this item will benefit them in the same way as the one they originally requested. In other words, tie your demonstration points to why the customer wanted the requested item.

If they say no, whatever their reasons are for wanting Brand X, they want it and will not accept a substitute. As an example, let's say you have just found out that your customer is looking for a pair of Brand X tennis shoes for her teenage daughter. Her daughter is absolutely dying for a pair of these because every other kid in her class is wearing them. Well, even though Brand Y may be comparable, if not better, the odds are very slim that you will be able to switch this customer. Her daughter wants Brand X and would not be satisfied with anything else. There will be times when you'll have to accept the fact that the customer is absolutely stuck on that particular line or brand, and there is nothing you can do to sell them an alternative.

If the customer does decline your offer to look at a similar item, do not push them any further. Why risk the chance of irritating them and losing a potential customer forever? Chances are you wouldn't have sold them the alternate item anyway. If they are not interested in anything else, thank them for stopping by the store and invite them to come back when they have other shopping needs you could assist them with.

Let's look at a few scenarios to illustrate how the transition could go:

SCENARIO 1: A customer walks right up to a salesperson immediately upon entering the store. He asks for a brand of jeans the store does not carry.

Salesperson: Why have you chosen that particular brand of jeans?

Customer: My wife really likes the way they fit.

Salesperson: Yes, they are a terrific fit. You know, our buyers have the opportunity to choose any brand of jeans available and have not selected that particular brand this year. Based on the fact that your wife likes the fit, we do have another brand that's very similar. May I show it to you?

This scenario follows all the steps in a very professional manner. The salesperson finds out why the customer requested the brand with a straightforward question. Then, taking the customer's response, gives back a supportive response to the reason why the customer requested this brand. The salesperson then goes on to tell the customer why they do not carry this brand and proceeds to offer a comparable alternative. Had the customer said no when you asked for permission, what they are telling you is that they are not willing to accept an alternate to the brand. If they say yes, you're on your way to making a sale.

The switch can be applied to virtually any industry. Take a look at another scenario at a jewelry store:

SCENARIO 2: A customer returns to see a ring she has seen at your store in the past and liked. It is currently out of stock. You have a possible alternative that you would rather sell instead of placing a special order or having it transferred from another store.

Salesperson: It is a great ring, isn't it? Unfortunately, we don't have that style in stock. May I ask you a question?

Customer: Sure.

Salesperson: What was it about that ring that attracted your attention?

Customer: I really liked the way the diamond was set. It didn't seem to stick up high and as hard as I am on jewelry, I thought it would be smart so I don't ruin it.

Salesperson: It really is a safe setting. I have two other rings that are very similar in style and in the way the diamonds are set. May I show them to you?

As you can see from these two scenarios, your questions and responses will vary depending on the situation and customer's reason(s) for wanting a specific item. Regardless of the situation, the key to applying the switching technique successfully depends on finding out why the customer requested the particular item.

Remember, this entire process can be used effectively whether you learn the customer's interest in a particular item right off the bat or during the probing process. Try it, and see how many sales you can make that you would have previously allowed to go to your competition.