The Surest Way to Lose a Sale
It’s one thing if a customer walks into your store and asks for a product you don’t carry and can’t get.
You’d be surprised, however, the number of times customers walk into dive stores, asking for products that are sitting right on the shelf (can you say “Guaranteed Sale” here?) — only to be told, “No, you don’t want that.”
We’re not talking about situations in which newly-certified divers come in asking for double tanks or rebreathers here. No, we’re talking about situations in which a customer comes in asking for a perfectly good BC, regulator, computer or other piece of equipment, only to be told that “It’s not what you want…” simply because that’s not what the salesperson prefers.
The surest way to lose a sale is to try to convince a customer he’s wrong.
Every year, the dive industry loses hundreds of thousands of dollars in sales because, rather than give customers what they ask for, misguided dive store salespeople insist that everyone should be a clone of themselves. Yes, we all have our personal preferences when it comes to equipment; however, the satisfaction of being “right” all the time won’t put food on the table or send your kids to college.
So what if the occasional customer purchases a product that is not 100 percent right for them? The worst that is likely to happen is that they learn to ask for your advice next time.
It beats losing sales due to stubbornness.
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