Sales training is necessary for the business

Sales training: 10 rules for success in positive manners in sales

Positive manners in sales: 10 rules for success

Do you know the situation?

You are entering a shop. The salesman is talking animatedly with his colleague. You are not looked at and have the feeling that you are being deliberately ignored. Only at the second "excuse me" does the seller give you a disinterested look. “I'm looking for a men's jogging suit,” you say. “Over there in the corner,” replies the saleswoman and points with her hand in the left corner to a stand that cannot be seen from afar. After a thorough look, contact the saleswoman again. "I'm looking for a size 48 jogging suit". "They're hanging there too, you just have to take a good look ..." is the answer. Do you still want to buy something?

Good manners in sales are the guide to your success. The first impression the customer has of you can be decisive (even if the first impression does not always have to be the right one).

It is the first 1 - 3 seconds in which the customer makes a purely emotional judgment about whether he likes you and whether he can trust you. And trust is the basis for the fact that he will even listen to you and then buy from you.


How do you win over customers in the first few seconds?

Make eye contact when the customer walks into your store and smile as you do so. Signal him - even if you are currently serving another customer - that you have seen him and will serve him shortly.

Danger: Eye contact means looking at the customer for 2-5 seconds.

It is impolite and even outrageous to look the customer up and down.

Greet your customer with a friendly smile. The customer can feel whether you show him sympathy or dislike. Nobody likes to buy where they are rejected. Nobody likes to turn to a salesperson who expresses disinterest through his gestures and facial expressions.

The first rule is therefore:

Bring your benevolence and positive attitude through

  • Eye contact
  • smile
  • an open posture
  • about expression.

Often the customer will tell you that they only want to have a look around.

This is often a pretext with which the customer expresses that he does not want to be harassed by you. Remain polite, show him with an open gesture that he is warmly welcome to look at everything in peace. If you then stay close on his heels, he will feel harassed by you as you break the distance zone. Maybe he'll even flee your business again.

On the other hand, it seems friendly and courteous when you offer your help.

With an open question “Which products are you most interested in?” You can get one step closer to what you want.

Open questions are experienced by the customer as having little influence. They motivate him to express his ideas and wishes. In addition, most people like to be interested in what they want.

As a seller, this gives you the advantage of precisely determining the customer's needs. You can only advise them competently and convince them of a purchase with a needs-based presentation of advantages and benefits if you know their needs exactly. As can be seen in almost every sales training from EMS Seminars, this is where the greatest potential for optimization lies with the salespeople.

It is of course important that you actively listen to the customer and show empathy. You can check whether you have understood it correctly by asking feedback questions such as, "If I understood you correctly, do you value comfort very much?"

Feedback questions have two advantages: You find out whether you have really understood everything correctly and convey to the customer that you are interested in their wishes.

Open-ended questions also have the advantage that you get more information about the customer. These give you the chance to express your appreciation to your customer. Compliment your customer. Statements such as "You really have good taste" or "You have to have a lot of strength and endurance if you ..." strengthen your customer's self-esteem.

Courtesy and friendliness, these are the factors that should be a matter of course for every seller. This also means that you offer your customers help wherever possible. Be it looking for the right size, checking in the warehouse or re-ordering from the producer. If you can give the customer helpful tips that do not concern your business, he will keep your good service in mind for a long time.

Not only does it contradict good manners, it also prevents sales success if you contradict objections. Take a positive view of every objection. Objections are guides to closing the sale. Objections mean that the customer will want more information in order to make a purchase. He is still unsure and would like to hear more arguments about advantages and benefits from you in order to know for sure that you are buying the right product. Therefore: Question objections, analyze them and dispel objections with further arguments. (The subject of objection handling is one of the main topics in sales training.)

Every customer deserves you to thank them. Also, say thank you if he has not bought anything from you. Because: Your good manners, your friendliness and your service awareness are the prerequisites for future business deals.