Prospects and shoppers are busy and distracted and sometimes even confused. They might research companies or purchases online before they go shopping or make a call to a potential source for a good or service, but when they finally meet with a salesperson, whether in a retail store, on the phone, or in the consumer's home, they want to deal with an expert.
What is an expert?
- An individual with knowledge about how to sell the product or service;
- A person with Knowledge about the product or service itself;
- A salesperson with connections with others within the company or externally to make the transaction and any post-purchase issues get resolved smoothly and painlessly.
- An individual who has received recognition from peers (a top producer for the real estate company, President's circle member at the car dealership, senior-level sales associate at the retail company, etc.).
- A person who has received market recognition of experience, knowledge, and excellence (writes an article in the community paper every week, speaks at civic functions, received awards, volunteers expertise at non-profit organizations, is visible in the community, etc.).
- A salesperson who is easy to work with, accessible, and low-risk, with a reputation to match.
These things might not matter if you sell underwear at the mall, but if you sell a kitchen full of appliances at retail, it could matter. If you're investing in a college fund for your toddler or adding a room onto your home, it most certainly matters.
Shopping for big ticket items causes the prospect to perceive an increase in the level of risk that is present. He can seek to reduce this perceived or real risk by dealing with an expert. Anybody who has selected the wrong real estate agent to sell their home knows what risk is all about in the B2C sphere.
If you want to sell more, increase the perception and reality of you as the expert. It's not enough just to be an employee of a company anymore. Become an expert. If you already are one, become a better one.
If you like this post (or don't) please leave a comment. Skip Anderson is the Founder and President of Selling to Consumers Sales Training. He works with companies and individuals who sell to consumers in B2C, retail, in-home selling, and the financial, real estate, and insurance markets.
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