Category Archives: ABCs of SALES AND SERVICE

YESTERDAY BITES THE DUST

Lee_Broom

Of all the well established, larger-than-most retail, mega-stores,  Safeway, having begun 2016 in search of a bailout, and finally Albertson stores,  eventually succumbed to new management and to new merchandising ideas.

For those shoppers who view price as no object, the trip is short, in spite of the obstacle course that the grocery aisles have become; for those however who see to it that every penny is accounted for, low prices are one of life’s requirements; their shopping trip may take hours.

There is a Safeway in the Beverly Hills-esque neighborhood in which I live and work. Starting my workday in the Safeway environs I check the aisles for newly reduced items and then settle down in the restaurant area with a tall dark roast and discounted doughnut from the bakery; I pull out my pad and begin to take notes.

The coffee line is filled with customers with thin  young bodies who order expensive, and yes, fattening beverages. Most return to the parking lot.

Returning to ones transportation however, is quite a different thing for those choosing grocery items; the aisles are no longer  easily traversed. They are in fact, more like a maze.  The reason apparently is to slow the shoppers progress which has two obvious benefits to the store; The slower the shopping, the more crowded the cashier lines and a packed parking lot. And of course all of that results in a huge increase in impulse purchases.

A hidden benefit for Safeway is the intense effort to gather information with the purpose of efficiency as opposed to yesteryear’s method of motivating consumers to spend more. Offer your store card and get a discount. Those personalized cards are slowly being replaced with anonymous cards; efficiency being the ultimate goal.

This kind of merchandising is influencing retailing in every venue.

Notice the difference in airtime advertising and the changed appearance of internet home pages. The new Year hasn’t even begun and we are heady with the newness of life.

Accept the newness and pass it on.

 

YESTERDAY BITES THE DUST

Lee_Broom

Of all the well established, larger-than-most retail, mega-stores,  Safeway, having begun 2016 in search of a bailout, and finally Albertson stores,  eventually succumbed to new management and to new merchandising ideas.

For those shoppers who view price as no object, the trip is short, in spite of the obstacle course that the grocery aisles have become; for those however who see to it that every penny is accounted for, low prices are one of life’s requirements; their shopping trip may take hours.

There is a Safeway in the Beverly Hills-esque neighborhood in which I live and work. Starting my workday in the Safeway environs I check the aisles for newly reduced items and then settle down in the restaurant area with a tall dark roast and discounted doughnut from the bakery; I pull out my pad and begin to take notes.

The coffee line is filled with customers with thin  young bodies who order expensive, and yes, fattening beverages. Most return to the parking lot.

Returning to ones transportation however, is quite a different thing for those choosing grocery items; the aisles are no longer  easily traversed. They are in fact, more like a maze.  The reason apparently is to slow the shoppers progress which has two obvious benefits to the store; The slower the shopping, the more crowded the cashier lines and a packed parking lot. And of course all of that results in a huge increase in impulse purchases.

A hidden benefit for Safeway is the intense effort to gather information with the purpose of efficiency as opposed to yesteryear’s method of motivating consumers to spend more. Offer your store card and get a discount. Those personalized cards are slowly being replaced with anonymous cards; efficiency being the ultimate goal.

This kind of merchandising is influencing retailing in every venue.

Notice the difference in airtime advertising and the changed appearance of internet home pages. The new Year hasn’t even begun and we are heady with the newness of life.

Accept the newness and pass it on.

 

GOODS AND SERVICES

Lee_Broom

GOODS AND SERVICES

We shop for Goods.

We compare one with another.

We read the literature.

We listen to the pitch.

We compare benefits.

We prioritize.

We experiment.

And if we buy, we “buy” THE SERVICE.

We shop for Goods; we “buy” THE SERVICE

Even if only for beauty…

Even if only for fame…

We buy the SERVICE.

Or we DO NOT

Yesterday you were the prospect.

Today you are the CSR, the TSR, the Clerk, the Account Manager.

Present the SERVICE.

This is what we BUY.

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Lee Broom

THE ABCs OF CLOSING

Lee_Broom

Usually, the first roadblock on the Always Be Closing path is a small revelation of the prospective buyer’s mind set, a bias of generality that is a meant to send us to the bleachers.

Our job is to make a few more preliminary closes in an attempt to discover more refined mindsets. WE NEED TO KNOW HOW the prospect gathers information. We need to know WHAT if anything, the prospect knows or has heard about our product. If the prospect seems to be knowledgeable about our offering, we can listen to a couple of complaints, compliment the prospect on their knowledge and ask what they thought the benefits were, if any. We are now having a conversation.

Listen well, gather information and Always Be Closing.