A couple of weeks ago I rented a tuxedo jacket for one of my holiday speeches. I must admit, a tailcoat paired with a Hawaiian shirt is an interesting look. But I digress.
After trying on the jacket I told the woman working at the store that it was perfect. She insisted that it wasn't and that she needed to hem the sleeves. I responded that I was in a hurry and since it was really just a costume for a speech it didn't matter. She told me that it did matter and if I didn't adjust the sleeve length it wouldn't look right when I raised my arm.
She was clearly an expert so I agreed to wait for her to hem the sleeves. I'm glad I did. I even thanked her for the great service and for being an expert.
Compare that to another recent shopping excursion. The salesperson let me into the dressing room and when I came out she was nowhere in sight. I eventually found her on the other side of the store talking to another employee.
Since I wanted an expert opinion I went up to her and asked what she thought of this shirt. She replied, "Any of our shirts will look good."
She was clearly a clerk, not an expert, so I left without making a purchase. I didn't say anything because she was too busy chatting with her colleague.
There's a huge difference in performance between an expert and a clerk.
- Experts take the time to know their customers before matching them with products. Clerks don't.
- Experts recommend products and service specifically for their customers. Clerks show products.
- Experts share opinions with their customers to help them make the best possible purchase. Clerks give their personal opinion for no reason.
- Experts help customers buy additional products that will enhance what they are buying or will enhance the customer's life. Clerks do add-ons because they're told to.
- Experts have no problem telling a customer not to buy something if it isn't the right product for them. Clerks probably wouldn't know if it isn't the right product.
- Experts proudly sell. Clerks are afraid of being a salesperson.
- Experts ask questions. Clerks only answer them.
- Experts create sales. Clerks make them.
- Experts are an asset to the company. Clerks are on the payroll.
- Experts have my admiration. Clerks have my appreciation.
So let me ask, are you an expert, clerk, or somewhere in-between? |
