Last month you were given the chance to play my new selling game. I gave you an assortment of scenarios, not unlike those you experience in your stores every day. You were asked to make the call, giving your best judgment on how to handle the customer situation.

Here's another chance to play the expert. Read the following situations, and determine how you would handle the sale based on what you know. When you have finished, read on to see how I would have handled the sale. Have fun.

1. A personal customer of yours comes in to buy again. He is one of your best customers, but he has a difficult time making a decision, thus taking a great deal of your time each time he comes into the store. The store is really busy right now and you just don't have as much time to help him decide on a new wardrobe. How could you speed up the process?

2. A customer is trying to make a decision between two bedroom sets. One retails for $4,500 and the other for $3000. He originally wanted to spend no more than $3,000, but seems really interested in the more expensive set. He keeps pressing you to tell him which one is the better buy. What is your goal, and how do you accomplish it?

3. A customer is putting you through the ringer to get the best price possible on a particular piece. You cannot possibly go any lower on this particular one. What is the best way to convince the customer and close the sale?

4. A customer asks you to show her a particular item that you have in stock. You haven't seen her in your store before, but she has obviously looked at the item before. How would you take her into a demonstration?

Once you feel confident that you've made the best judgment on handling these situations, read on. Let's see how close your answers are to the ones we have.

Scenario #1

Some customers have a hard time making up their minds. That's okay, I'm sure you remember a time when you couldn't make up your mind and you wished someone would just make the decision for you.

Since he can't make up his mind by himself, the time has come for you to help. Confirm his choice by commenting on what a wise selection he has made and re-emphasize the benefits that you know he is looking for. The fastest way to handle the problem is to close the sale.

When you close the sale, you are taking all of the pressure off of him to say he's going to buy the item. In essence, you are assuming that he is going to buy. At this point, he will either buy the item and probably be very relieved, or you will have to handle an objection. At least you will no longer be static in the presentation.

S: "Hi Jeff, good to see you again. Are you ready to buy the wardrobe today?" C: "Well, I just can't make up my mind. Can you show me the choices of finishes I have again?" S: "Sure. You know, I've thought about what you told me and I really feel the pine will best suit your needs. I think it is the perfect choice, giving you a beautiful design and sturdy construction. How did you want to pay for it?"

Scenario #2

Your goal is to sell the bedroom set he is really interested in, without adding any of your own considerations about the fact that it is $1,500 more than he stated he wanted to spend. You accomplish this by creating value in that set.

Pointing out the special or unique features and benefits he will receive with the more expensive set will do the trick. Remember to never compare sets by pointing out that one is a better buy than the other. After all, he may be interested in the $4,500 set, but after investigating he may discover that he really can't afford it and may settle for the original set. If you had tried to sell the more expensive set by knocking the other set, chances are you would miss the chance of making any sale at all.

Each item should be sold on its own merit. You can, however, point out which special features and benefits of each set will meet his needs. If your goal is to sell the $4,500 set, demonstrate the benefits of that one.

S: "Actually, both bedroom sets are great. It really depends on which one will better suit your needs. One of the nice things about this ($4,500) set is. . ." (Give a feature, advantage, benefit and grabber for that set.) C: "Why is it so much more expensive?" S: "Those special features I showed you require special workmanship and material, so it's more costly to produce and is reflected in the price. Certainly you can appreciate the fine quality, right?"

Scenario #3

Let him know that you are willing to go the extra mile for him. Tell him you're willing to make a call to your boss to find out about a lower price. Go to the back room (even if just to comb your hair) and come back with the explanation above. While you are gone, he is hoping so hard to get the price that he is further committing to buy the set. When you show that you have tried, he will, most likely, close the sale himself.

S: "I've told the owner that you are a good customer and that I'd really like to do better for you, but he looked up the pricing on this particular set and it really can't go for less. I am already to the bone on the price. It really is a great one. What do you say, do you want to go for it?"

Scenario #4

The goal here is to find out how much she knows about the set already. If she has been shopping for some time, she may now be ready for an easy close. If this is the case, it's your opportunity to give her the presentation that will put her over the edge to close the sale. Once you find out what features are important to her (this may require more probing than in the example), begin your demonstration on those related features.

S: "That is a great looking set. Tell me, how long have you been looking at it?" C: "I've been looking at it in a few stores for a month or so." S: "Great. What special features about it do you like the most?" C: "I really like the size of the dresser drawers. They're deep enough that I wouldn't have to stuff everything in." S: "Yes, the oversized drawers really do make it easy to keep your things. Did you know that another nice thing about it is. . ." (Explain another feature, advantage and benefit relating to its look.)

So how'd you do? I hope that these examples have provided you with additional techniques for selling on the floor. Remember, the more techniques you learn, the better chance you'll have at winning the game, or in retail terms, closing more sales.