2. To take the time to listen and learn as much as possible about the customer and their lifestyle. For virtually everyone, buying consumer electronics is not about hardware and price. It is about a Friday night movie with friends by the fireplace, a romantic dinner with a significant other, memories of youth and children, a motivating workout, and all of the other life experiences that we associate with entertainment. By connecting with customers at this level, the purchase transcends the boundaries of price and product, and becomes an enhancement to the customer's lifestyle.
3. Show solutions, don't talk about them. Pointing to merchandise and telling a customer why it will fulfill his or her needs, is not even half the job. What the specialist is selling can only be truly appreciated when they give their customers the experience through demonstration.
4. Inspire the imagination. Customers frequently either don't understand or have never been exposed to the potential of what new products and technologies can deliver. Don't short-change them. Show them the possibilities in terms how those technologies can fit into their lives and their aspirations.
5. Never talk jargon! Features must always have a direct real-world benefit to the customer. Rattling off specs and technical terms to sound like an "expert" might titillate some customers, but will likely alienate many others. Let the product's ability to fulfill the customer's lifestyle needs be the key driver in the sales dialogue. Once these essentials are adopted they need to be reinforced with the ARC support program — Access, Respect and Communication.
Training is not just a matter of product information, but actual sales training. Its the skill of teaching your team how to open, qualify and ask the right questions to make the customer happy and make the sale. Role-playing, as well as sharing techniques and best practices, are all fundamental tools that sales people should be able to access. There has to be easy access to infor-mation, both for what the store is selling, as well as what the competition sells and what neither sells. Put processes in place for easily retrievable, updated product and technology information.