Seminars

Using sales techniques to improve your profitability

19 May 2010

We’d like to express our enormous thanks to Greg Rigby of Pendle Consultants who gave a thought provoking presentation on how to use sales techniques to improve the profitability of your business. Greg, who spoke for over 3 hours, gave many case studies and examples, and took numerous questions for the audience. It would be impossible to summarise all that he spoke about!  But we will share one of Greg's case studies.

The key is probably that in order to create a change for the better there are 3 basic options:

1. To increase the opportunities to do business (eg the number of people into a shop)
2. To improve the conversion rate (ie complete a sale with more of the people who come into the shop)
3. To increase the profit per transaction (eg increase the selling price)

Greg suggested - very powerfully - that we all look to improve the conversion rate. And the strategy he explained was to ask questions – and thereby remain in control.

Greg explained how he helped the owner of chain of diamond jewellery retailers. Too many people were coming into the shop – but not buying. The sales assistants were either ignoring the potential customer or asking “Can I help you?” Greg suggested a different tactic. Greg’s strategy was to ask a question that would immediately open up the prospect. He suggested that the sale assistant asked “Are you looking for some jewellery for a special occasion?” and straightaway the dialogue was open. The customer could talk about himself and the reason for the purchase, and the assistant could remain in control by continuing to ask further relevant questions and take it through to a sale.

This is the tip of the iceberg in terms of Greg’s advice! He’d be happy to discuss with you how he could come into your organisation and review how to improve your sales. It would take him a day to identify the issues and put together a strategy. After that you could either implement it yourself or let Greg and his team set it all up for you. For more information please see www.pendleconsultants.com or call 05602 307285.