"Just Looking" Prospect

Продажи
	Sales.com
		Premium...

by Zig Ziglar

If you work in a retail outlet, chances are good you've had a prospect come in, slowly look around, and as you approach him he says, "I'm just looking." The question is, did you believe him when he said he was "just looking"? I hope you did because that's exactly what he was doing! Just looking.

I didn't realize that fact for a long, long time, but in 1973, Julie, our youngest daughter, graduated from high school. For graduation we had promised her a new automobile and buying that car was an exciting event.

Now let me confess that I've never sold automobiles, but if you were to ask me to write a description of a super-good automobile prospect, here's the way I would describe that prospect: "A daddy with a daughter who had just graduated from high school. He publicly announces he's going to buy her a car and gives some indication he has the money to do it." From where I sit, I'd say that's a pretty good prospect!

I had been at work when we went down to look at cars, so I was dressed in a business suit. My daughter hadn't been to bed the night before because she had been getting dressed for the big event.

This was to be her first car and she was all dolled up in her "Sunday go to meetin'" best. I was driving a fairly new "Ninety-eight" Oldsmobile, so between the two of us we gave some indication of being at least mildly prosperous. When she got out of the car, Julie wasn't walking—she was floating—into that dealership. Despite that fact, the young salesman came to us and offered charity. He asked, "Can I help you?"

Despite his charitable offer, we were in a hurry so I did not beat round the bush. I responded, "My daughter just graduated from high school and we're looking for a car for her as a graduation gift." Word of honor, he looked at us and said, "Well, if you see anything you like, let me know," and he turned around and walked away.

I have no idea if the young salesman stayed in the business another day. I do know that regardless of how long he stayed in the business, he never had a better prospect. Like most prospects, we had started with the dealership which sold the cars my daughter was interested in.

The young salesman "blew it." I thought he was pretty bad until we got to the next dealership. This salesman said exactly the same words, and in addition he had B.O. The third dealership was almost as bad, but when we went to the fourth dealership we got lucky.

What do I mean, "We got lucky"? Very simple. My daughter had dated the salesman so we had a connection with the dealership and were able to buy a car. This helped me to understand two things … First, I understood why we were having a recession. We couldn't get waited on! The second thing I understood was that when a prospect comes in and says, "We are just looking," or I'm just looking," you can bet your last nickel they are "just looking"—but it's desperately looking! For a salesperson! To sell them something—so they don't have to keep on looking!

You want to hear what the prospect says and what he is saying. I want you to think as a seller and as a buyer. When you go shopping, would you rather find what you want in the first store or the 10th store? Odds are about 43-to-one you would much prefer to find what you want in the first store, wouldn't you? As a seller, the next time somebody comes in to see you and says he's "just looking," it should bring a smile instead of a frown. Careful—don't overact. Don't grab and hug—just smile.

If the shopper seems to be shy and introverted, as you smile take a step backwards (you must come across as non-threatening and non-pushy) and say, "We're delighted to have you with us. Look as long as you like. My name is ________ and if you would like some help it will be a pleasure for me. [And as an afterthought] Oh, and incidentally, if we don't have exactly what you want, I could probably tell you where to find it. Is that fair enough?"

If the customer is obviously an outgoing, extroverted, hail-fellow-well-met kind of person you should smile broadly and say, "Congratulations! You have just found someone who is interested in helping you find exactly what you want. If we don't have it, I'll suggest the place or person who can solve the problem. Is that fair enough?"

"Is that fair enough? " is a very vital question to ask. Our nature is such that we have a wish, even a need, to be fair. The "is that fair enough?" question will almost always bring a yes answer, which means you have scored your first points in a sales game designed to produce two winners: You and the prospect. To repeat myself, when the prospect says he's "just looking," you really ought to be grinning all over.