Researchers at University of Wyoming, University of Kentucky, and Georgia Institute of Technology collected customer reports of what the researchers call secondary selling, defined as the degree to which a salesperson interacts with secondary entities in a manner indicating to the focal customer that the salesperson respects these entities.
Examples of flawed secondary selling: “The salesperson was showing me a hard drive that he'd just gotten out of the cabinet, and when I decided that it wasn't the one I wanted, he slammed it back in the cabinet.” “She tossed some of the products pretty carelessly into the bins.”
Examples of good secondary selling: “They were careful when they put the key in the glass door to unlock it. They slid the door gently and carefully sorted through merchandise to find a product.” “[The salesperson] was cleaning the fish tanks and clearly cared about keeping them clean. She explained how to clean them without using harsh chemicals.”
The researchers then found that good secondary selling boosts sales revenues and customer satisfaction. Their set of studies included data from automotive service centers, retail electronics stores, and furniture shops. The researchers point out that secondary selling encompasses how the salesperson treats not just store property, but also shoppers beyond the focal one.
Flawed: “They were short with them and didn't make much eye contact.”
Good: “I watched a salesperson go out of their way to help a woman find items in another location in the store. I thought it was respectful.”
The implication for salesmanship is to remember how people are more likely to be persuaded by those who show them respect and that evidence of respectfulness comes from how store property and other customers are treated.
Florida State University studies provide evidence secondary selling applies to how store colleagues are dealt with. A customer who encounters defective merchandise or service from your business often yearns for the person who is responsible to be bawled out. In fact, these researchers found that a promise the employee will be reprimanded is among the most effective ways to keep from losing a snubbed customer. However, the researchers also saw how customers want reprimands delivered out of the customer’s presence. They want harshness, but also want the employee to be granted the respect of privacy.
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