Seven Tips to be a Better Salesperson

Here are seven tips to be a better sales person from Randy Lispon’s seminar at SSIA’s 101^st Annual Convention. Lipson owns Cobblestone Shoe Repair in St. Louis.

1. People love to buy, but hate to be sold. So sell what people want to buy, not what you want to sell. One road leads to riches, the other to poverty.

2. Believe in your products. Know the features and benefits of each. But also know when each is not right for a situation. Get rid of hype. It doesn’t work anymore, especially on younger customers.

3. Say the right things. Stick to the truth.

4. Don’t train your customers to wait for a sale. Offer good value at a fair price at all times. Above all, offer exemplary customer service. People will always return to a place that treated them well.

5. Think service, not sales. Ask what you can give in any situation, not what you can get. Start by being compassionate towards your customers.

6. People buy on emotion and later use logic to justify a purchase decision. If you appeal to the emotion, the end result, how something will make someone feel, focusing on benefits, or feelings, as opposed to features, your conversion rates will be much higher.

7. Sell what you know. Knowledge is certain, not a perception. Help customers make a wise decision. Make them feel good about their decision by transferring your confidence to them.

© 2005 Shoe Service Institute of America.

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