Top Ten Sales Approaches (Sales Approach No. 6)

Sales Approach Number 6
Friendly Selling

“Hello, ma'am! That certainly is a beautiful purse. And I'm so glad that you stopped by today. I really want to save you some money. It's your lucky day!”

Everybody wants a friend. Buyers want friendly sellers who will help them make informed decisions about important purchases. However, buyers know that some salespeople will feign friendship to make a sale. Buyers realize that true friendship is built over time and shared experience, and it has no profit motive. They don't want “we're good friends” selling. What they really want is friendly selling.

To be friendly is to show kindly interest and goodwill. It certainly isn't hostile or adversarial. How can you be a friendly seller?

As appropriate, ask and use the buyer's name.

Ask the buyer relevant purchasing questions.

Listen to the buyer's responses and ask for clarifications as needed.

Help the buyer to feel important to you and worthy of your time and efforts.

Appreciate the buyer's time and efforts to purchase from you.

Be knowledgeable about the features and benefits of what you sell.

Be helpful.

In many sales situations, “friendly” is exactly how most people want to be sold. Friendship assumes a position that you may not have earned with the buyer yet. Friendly help is automatically earned by everyone you meet. Once you have established an ongoing relationship with a buyer, know their needs and wants, and are familiar with their likes and dislikes, you may be on the road to becoming a “good friend.” When this occurs, you must be even more careful in how you help make decisions. Meantime, be friendly to all buyers. That's probably how you want to be sold.

Sales Approach Number 7 [...to be continued]