It’s a Business, Not the Priesthood

How many times have your seen dive store salespeople who, like John Belushi in the movie The Blues Brothers, believe they are on a Mission From God. Customers barely have time to utter, “I’m in the market for a BC…” before some self-anointed High Priest of Scuba launches into a sermon on why the Acme Triple-X Turbo Eliminator is the “only BC any diver should own.”

• If you want to preach, try religion or politics.
• If you want to sell, shut up and listen.

Not listening to what your customers are trying to tell you can be costly.

• You can waste time trying to put together a package deal for a customer who really was “just looking” — while ignoring another customer who has two grand burning a hole in his pocket, and is growing impatient waiting for you to get done with the Looky Lou.
• You may alienate customers who feel you are not interested in selling them what they want — only what you think they should have.

Differentiating wants and needs »

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