Category: Sales

Sears and Best Buy: The Beginning Downfall of their Corporations

As I was looking through the LinkedIn articles I had on my iPhone app, I saw THIS article and became interested enough in writing about it.

Basically what the article is saying that Sears is becoming more like Best Buy – a retailer whose been around for a while – and now is in trouble (or, should say, has been for a while) in this shaky economy.

Back a few years ago, in my retailing career, I used to work inside Sears’ Lands End. Let’s just say straight out – I hated Sears. Our Sears was always portrayed the same way – hot, very hot, and slightly uninviting. It was where the “older” crowd went. Sears was the place where the crowd walked through to get to the other side of the mall but never to really stop around and look. It wasn’t hip enough for 2/3rds of the mall goers.

Remember Montgomery Wards? This will be Sears in a couple of years. In my opinion, Sears isn’t making it as a large box store any more. They lack fashion and focus and they just can’t keep up with today’s market.

Now, I must say I haven’t been in a Sears in a while and haven’t even looked online to see what they have to offer — but I am saying this from experienced. As suggested in the article linked above, they should find focus in on their tool and housewares departments. Often when I think about Sears, I think about appliances, so?

Best Buy. Oh boy, Best Buy. Okay, so I admit we go to Best Buy to look around and possibly get something if it’s… NOT *any where else* if we need it like asap or if we come across a great, quick deal.

Best Buy is a repetitive box store that will soon be obsolete. Their prices are way too high and the online retailers are often the competitors (regardless of what people think about this). Do you have a list of electronics to get or dvds or accessories? Well, look online first at Amazon or NewEgg – boom! You’ve found a much better deal about half off or more. Need a computer fixed? Yep. Don’t go to Best Buy’s rip-off Geek Squad, go to someone local for a lower cost or for free. Seriously. If you’ve been going to get your computer fixed (or simply looked at) by Best Buy, you’re soooo getting ripped off.

Prices within retail need to reflect the economy. You’re in competition with a whole lot more companies when people have to scrape by and decide on where to spend. What will YOU do Best Buy or Sears to get customers to walk in and spend their money in YOUR store?

Fix your outdatedness. Change. Make more changes. Turn your companies around because soon.. you probably won’t be around to do much more.

Bettger’s Top 11 Tips On: How To Make a Big Sale (insurance) & Part 2 and 3 Summary

If you didn’t read my part 1 review of this book, you should and you can here.

This entry won’t be much other than just a weebit of statements and pointers.

In chapter 8, I thought this was very important to make note of. Here is a list of eleven pointers on how Bettger made such a huge sale when he was selling insurance.

  1. MAKE APPOINTMENTS
  2. BE PREPARED
  3. WHAT IS THE KEY ISSUE?
  4. KEY WORD NOTES
  5. ASK QUESTIONS
  6. EXPLODE DYNAMITE
  7. AROUSE FEAR
  8. CREATE CONFIDENCE
  9. EXPRESS HONEST APPRECIATION OF YOUR LISTENER’S ABILITY
  10. ASSUME A CLOSE
  11. PUT *YOU* IN THE INTERVIEW

In the following chapters, he emphasizes on the asking questions method. Chapter 9 is a biggie on discussing asking questions.

Asking questions: helps avoid arguments, talking too much, enables you to figure out what they want, the idea becomes the opponents idea, finds the key issue and gives the other person a feeling of importance.

Chapter 10 states that we should find the basic need or the main point of interest and then stick to it.

Chapter 12 – Basically stating that in order to be able to turn someone’s mind around, you must dig around two reasons as to why the person doesn’t want your product. They could hide behind ‘I don’t need it’ or ‘it doesn’t really work’ but what’s really on his mind is something else, the real reason someone doesn’t want something. This could also work for two reasons for doing something.

Chapter 13 declares seven pointers: (1) finding out what the customer wants and helping him find it, (2) when you show him what he wants, he will find a way to get it, (3) ask questions ask questions ask questions, (4) finding the key issue (the point) and stick to it, (5) ask ‘why’, (6) find the real reason as to why he doesn’t want to fulfill the purchase, and finally (7) be a good listener – show attention, pay attention, give him appreciation.

PART THREE – pretty much discusses the ways to win and hold the confidence of others. (1) Create confidence, (2) Confidence in yourself, (3) Praise the competitors, (4) never exaggerate statements, (5) Bringing witnesses to the table, (6) look your best.

How I Raised Myself From Failure to Success in Selling – Part I

I was lucky enough to score a 1949 copy of Frank Bettger’s How I Raised Myself From Failure to Success in Selling at a local thrift store here for FIFTY CENTS! I had never heard of it when I picked up. I just noticed that is of something that I’d like to read and it looked and smelled old. I like that in books.

I’ve had that book since Friday but had not looked it up online until a few minutes ago. It’s famous: it’s not a book that was just written and forgotten — but it’s a book that is STILL being talked about, used and recommended today. That is AWESOME. And, I am a bit of a book snob, I looked at all of the covers and was like ‘nananbooboo I have the coolest one of all from 1949 copyright date.’ Yes!!

In order to not spoil the entirety of the details, I will do a small summarization.

PART ONE

In Chapter 1, Bettger discusses enthusiasm. In a nutshell he says that being enthusiastic about whatever you are selling or doing, makes it a whole lot better and it rubs off on all of the team. That’s why being NEGATIVE is a terrible thing in a working environment. When one person is negative about their job responsibilities – something lacks thereafter. That’s why it’s better to love what you are doing. Believe me, I’ve been there several times and it makes working ‘happily’ nearly impossible.

Chapter 2 explains that the business of selling only comes down to ONE thing and that is seeing the people (going out and sharing his story to four or five people a day). I guess I would add that door to door salesmen are a rarity nowadays, since I’m guessing most people don’t open their doors to strangers the way things are today, but think about everyone who watches TV (commercials). So I’m going to say that the customer is the one eye focus. Focus on what the buyer wants or needs, fish around for what to explain to the buyer. Catch their attention with great tag lines at the beginning! If you do that, you will most likely get sales.

Growing out of the fear of public speaking is the topic of Chapter 3. He says, ‘if you want to overcome fear and develop courage and self-confidence rapidly, join a good course in public speaking.’ The more you do something the better at it you become, or less afraid. Public speaking is a death trap for me, scared to death…but as I’ve worked retail, it’s helped me get out of being scared to speak in front of strangers.

Bettger says, in Chapter 4, that ‘one of the greatest satisfactions in life come from getting things done and knowing you have done them to the best of your ability.’ He also talks about self organization and scheduling one’s self in such a time frame that you work 4 days and a half then have the rest of the time to breathe and schedule. Doing and accomplishing is MUCH better than just SAYING you’ll do it and it just sit there unfinished. A finished product or a closure to a sale or work project brings much satisfaction.

Chapter 4 probably was the most motivating chapter for me. I personally need to get on a schedule so that I can focus on both writing, creativity, eBay/etsy and focusing on getting into the direct response industry/advertising — as well as have my decent work schedule during early morning/afternoon hours. It seems nearly impossible for me to finish anything that isn’t on a tight-ass deadline and I do work better under pressure. Although, I do not ever submit work that isn’t perfected to the most of what I am capable of, especially if that something is my passion.

 

I already suggest you going and getting this book, especially if you are in ANY selling business. I haven’t read any further than part I but I anticipate the moment when I get to  read more! Even if you think you *know* everything that’s in that book, still, I recommend you read it and tell me how you liked it!

See, here’s the link right here. Go buy it. I’m sure it’s all kinds of prices on the ‘net. There’s no excuse. Go. Now.