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Small Mistakes That
Cost You Big Money
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My wife and I were
shopping for a new
lighting fixture to
hang above our
dining room table.
We wanted something
relatively
contemporary, and in
our quest, we
visited over a dozen
stores in search of
the perfect light.
This experience
uncovered a wide
variety of mistakes
that are costing
retailers big money
in the form of lost
sales. Here's an
example of some of
the situations we
have encountered.
1. We walked into
one store early in
the evening and were
greeted with a heavy
rock station
blasting over the
speakers. Although I
like rock music, it
is definitely NOT
appropriate for a
retail environment
unless you are
selling music,
extreme sporting
goods, or cater
directly to a
demographic that
appreciates this
type of music. Based
on the selection of
product on display,
I suspect this
lighting store's
target market is
someone between the
ages of 35-70. This
means their music
choice was a huge
blunder, one that
could easily have
been avoided.
2. Another store
promised the
region's largest
selection of
lighting fixtures
which definitely
intrigued us. We
dropped by the
store, and indeed,
they did have a
fantastic selection
of lights, including
several that
appealed to our
individual taste.
However, very few of
the lights were
operable which meant
we couldn't see what
they looked like
when lit. Call me
silly but when I buy
a lighting fixture I
expect to be able to
turn it on so I can
see exactly how it
looks when it is
lit. Plus, the
apparent owner of
the store didn’t
bother to leave the
comfort of the
counter and make any
attempt to help us.
3. We ventured into
another store that
had a very good
selection of
lighting fixtures.
We were looking at
one in particular
and there was an
employee standing
nearby as we
considered it. She
mumbled something to
us about the light—I
guess to help us—but
what she said was
incomprehensible and
she didn’t stick
around long enough
for us to clarify
what she had said.
Instead, after
making her comment
she left us to
retreat behind the
sales counter.
In the same store,
they had a
designated sales
person roaming the
floor but at no time
did he approach us
even though he had
overheard us tell
another employee
what we were looking
for.
4. The website of
store number four
appealed to my wife
for a variety of
reasons and it
sounded like this
might be the place
we might find our
ideal fixture.
However, as soon as
we opened the door
we we were assulted
by the smell of
stale cigarette
smoke. In fact, the
store smelled like
an old gentlemen’s
club, and as
non-smokers, this
definitely turned us
off.
This store had also
given us the
impression on their
website that they
had an extremely
large selection of
contemporary
fixtures but their
actual selection did
not match their
advertising.
Although there were
a few wall hangings
and paintings that
were attractive, we
did not want to
bring home the smell
of stale smoke, so
we left. Oh, did I
mention that we were
greeted by a small
dog who barked at us
the entire time we
were in the store.
5. We went into
another store and
noticed several
employees standing
behind the sales
counter, chatting
with each other. We
wandered around the
store and looked at
lighting fixtures
for approximately
seven to ten minutes
but at no time did
any of these
employees make an
attempt to assist
us. I guess they
figured that if we
needed help we would
ask for it. I can
picture their boss
questioning them the
next day about the
lack of sales and
can hear them
saying, “Oh, it was
really quiet last
night, we didn’t
have anyone in the
store.”
I could keep going
but I think you get
the picture. Each of
these retailers made
some type of blunder
that cost them
potential sales and
profits. What is
extremely
unfortunate, is the
fact that they
probably don't even
realize they made
these mistakes or
how money it cost
them.
Many of these
mistakes also apply
to people who sell
products and
services to
businesses. What
impression are you
making with your
customers? Are you
fully prepared for
your sales calls and
presentations? Are
other people on your
team costing you
sales? Are you being
proactive in helping
your customers make
an educated buying
decision? Are you
using terminology
that your customer
understands?
Remember, everything
you say and do
influences your
customer’s decision
to buy from you or
one of your
competitors. Small
mistakes can cost
you big money.
© 2007 Kelley
Robertson, All
rights reserved.
Kelley Robertson is
a professional
speaker and trainer
on sales,
negotiating,
customer service,
and employee
motivation. Visit
www.kelleyrobertson.com.
He is also the
author of “The
Secrets of Power
Selling” and “Stop,
Ask & Listen—Proven
Sales Techniques to
turn Browsers into
Buyers.” Receive a
FREE copy of “100
Ways to Increase
Your Sales” by
subscribing to his
free newsletter
available at his
website. For
information on his
programs contact him
at 905-633- 7750 or
Kelley@RobertsonTrainingGroup.com.
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