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This month, I want to discuss the distinct difference between a good salesperson and a GREAT salesperson. In my opinion, there is one key element that comes into play and defines you as a leader or a follower in the sales world – and that element is confidence.
During my in-salon sales training sessions, we do a lot of role-playing, which I believe is a key tool for testing and training your staff. We will play the roles of different customer types who walk into the salon and try to catch the salesperson off guard, and we examine the way the staff reacts in these random situations. We may pretend to be a first-time customer, a regular tanner who just refuses to buy lotion, or maybe a die-hard tingle product user. Usually, it goes one of two ways: the team members stand out as leaders who rise to the occasion, or they fall back as followers, getting very nervous and shy and forgetting all of their training.
The leaders are the salespeople who exude the most confidence. They have an aura about them that allows them to adapt and feel comfortable in any situation. This might come from an abundance of knowledge, a lot of experience in their field, or, can just be defined as a personality trait.
The followers are the staff members who, when thrown in front of the group to sell, get very shy. They tend to forget the knowledge and sales tips that they were given and lack the confidence they need to just go off-the-cuff. This can be because they were never given the proper tools and education to confidently talk about the products and services sold at the salon, or they are just shy people who need a little more education and encouragement to really show their confidence.
When hiring and training our staff, it is vital to the success of our salons that our salespeople have confidence in what they are selling, confidence in the equipment, and that they believe in the products and, most importantly, in themselves. Sometimes, this comes from extra training and knowledge or just general encouragement from management. Pretty much every salon has that one rock star salesperson who we say “can sell ice cubes to Eskimos.” These leaders tend to be very outgoing, knowledgeable and most importantly – confident.
So, I ask you to focus on building up your staff – make sure every member of your team has the proper tools in order to efficiently and confidently do their jobs. If some lack this key confidence, find out what they need in order to be stronger salespeople and help mold them into those confident rock stars who win every sales contest and contribute to your bottom line!
Confidence is key. If you believe in yourself – others will believe, too.
As Director of Brand Development for Devoted Creations’ family of brands, Lisa brings 17 years of industry experience, knowledge and enthusiasm to all aspects of the business, including social media, product development, training, customer relations, public speaking and marketing strategies. Lisa worked at the salon level managing a large chain of salons, which infuses her sales training and brand concepts with real world experience. Lisa has been chosen IST Magazine’s “Person of the Year” four times.
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