Every time I shop at Target the cashier asks me: “do you want to save 10% by getting a Target card today?” This question usually comes as I sign my name on the electronic credit card reader after using my existing credit card and is delivered in a monotone, this-is-an-after-thought voice.
Have I ever signed up? No.
I assume that Target management has dictated that each cashier speak those magic words with every transaction. That mandate probably came with no other training or incentives to entice the employees to get people to sign up for a Target card.
Trying to get me to sign up for a card after I’ve completed my transaction isn’t very effective. How about you tell me that before you start scanning my items?
Timing is critical when trying to get a prospect to buy. If you’re even a little bit late, the opportunity will be lost.
Tailor the Message
Every time I hear the Target employee, it is the same message. What if they said, did you know you could save $25.76 on your purchase today? Wow! really? Percentages are great, but that means people have to do math in their heads. If the customer has just racked up a large purchase, do the math for them and tell them how much they could save. Tell them it is the equivalant of getting their new hair dryer for free.
Personalize your message to the customer and what they are currently buying and you’ll get a better response rate.
We walked into Petco the other day and were greeted by a woman with some cats up for adoption. With one glance at my pregnant wife, my active little son, and I, she said: “I’m not going to ask if you’d like a cat because it looks like you’ve got your hands full.”
She could have delivered the same sales pitch she’d been giving all day but she knew it wasn’t in our’s nor the cat’s best interest. Instead, she adapted to our situation. She shelved her normal speech and asked for a donation instead. Very clever.
Be nimble and flexible in your sales pitch. If you always stick to your script, you’ll surely alienate some people and lose others you may very well have converted to paying customers.