March 2020 - 42

DIRTY SECRETS
Sensory Selling
These simple strategies can help you sell more plants in the garden center.
By Christina Salwitz
I
t feels like 100 years ago now, but in another lifetime,
I thought for sure I was going to go into a career
in fashion. I was studying design, fashion history,
merchandising and marketing so that I could someday
go to New York and make my mark. I began working my
first job in a men's clothing store with a small staff and a
manager whom I admired for his sales skills. I wanted to
learn everything I could from him because he made it seem
incredibly effortless.
So, I studied his deceptively simple sales style, listened
carefully, and learned his tips and tricks. But the most
interesting part about what I now understand so much
more in depth is that what he taught me had nothing to
do with selling clothing, to men or anyone else. He taught
me how to make things irresistible to our senses, setting
things up so that sales resistance just isn't a factor.
42 | LAWN & GARDEN RETAILER | MARCH 2020
Keep It Simple
Selling anything is really like learning to dance, right?
You don't watch professionals dance once, then head out
onto that dance floor and " automagically " assume that
you're going to nail it on the first try. It takes practice to
get the footwork to look smooth and effortless. You might
stumble over your words a bit, your intonation might need
some refining, your open-ended questions could be a bit
clunky, but eventually it comes along if you practice.
However, here's one magic bullet tip that rarely fails.
It's so seemingly simple and yet like certain dance steps it
takes a bit of finesse to pull off, but if you've ever seen it in
action, you know it works. Have I got your attention now?
My clothing store manager told me one thing on my first
day that I've never forgotten: " Walk quickly with purpose,
even if you aren't going anywhere and ALWAYS be carrying
the hot sales item of the day. "
This accomplishes two things: even when the store
might be slow and there's not a ton to do, you will
always look like you are busy and accomplishing things.
Customers sense a lull in the action and buying triggers

March 2020

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