If you had to conduct a seminar on how to be a true counter pro, what would be the things you'd tell a would-be sales pro he or she has to keep in mind as they encounter a customer?

Speaking of the showroom, I keep it neat and clean, not cluttered, change it around often, highlighting flyer items, factory specials and new products.

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If you had to conduct a seminar on how to be a true counter pro, what would be the things you'd tell a would-be sales pro he or she has to keep in mind as they encounter a customer? #1
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I've been a counter salesman for 20+ years in the construction and industrial business. Having that many years under my belt I feel very comfortable greeting and meeting customers as they come to our store, whether they are regulars or have never been in our store before. One of my favorite things to do with new customers (if time permits) is to give them a quick tour through the warehouse. This makes them aware of all the products we have, plus it makes them feel special since you took the time to show them around. A common comment is "I had no idea that you had so much stuff!" Also, they often remember that they saw certain things in the warehouse and will be back to purchase at another time (you can't display everything in the showroom).
Speaking of the showroom, I keep it neat and clean, not cluttered, change it around often, highlighting flyer items, factory specials and new products. We have a "new products" table in front of our counter, and have done quite well with that.
The best advice I can give any counter person is to ASK QUESTIONS! This advice is very important! Not only will this make your job easier by having less returns, but it also assures that your customer will walk out with the right products; making their job easier, better, and saving them time. Ultimately, you will end up with a happy customer that will keep coming back because when you ask the right questions you can come up with solutions, not just products. Additionally, it's a great way to add a sale.
The most common questions I ask are "What is the application?" "What end result are you trying to achieve?"(good time to suggest a new product). "Have you ever tried this?" "What job are you working on?" "What other subs are working on this job?"(great sales lead for outside sales people). "How soon do you need it?"(if not a stock product). Then, I follow through to make sure they are taken care of. You will have repeat and happy customers if you can come up with solutions to problems, because you took the time to ASK QUESTIONS!
I think it's important to make everyone feel valuable from the head purchasing agent to the project manager, the president of the company to the person that is actually doing the job, and especially the driver you see every day that is picking up the tools and supplies.
Some of my best customers started out as pick-up and delivery drivers. I make them feel just as important as anyone else. These people end up becoming project managers and purchasing agents. They remember that you made them feel important early on and will continue to, so they feel comfortable doing business with you.
Add on sales - It's like a game with me. It's fun! A customer wants a rotohammer. The first thing I think is "What do you need for drill bits?" "How about a chisel?" "Are you putting in anchors?" We have concrete anchors! "Need any all-thread?" It's endless! You should never sell a compressor without asking if they need some hose, fittings, oil or a new extension cord. If they want a Jobox ask "What size casters?" "Do you need a lock?" It's easy! And, not only do you add to your sales, but you get the customer what they need.
Get to know your customers. Ask how their weekend was, if they are taking a vacation, or how their kids are doing in school. Make them feel like they are your friend not just a customer and they will keep coming back because they had a good experience at your store.
I like my job. I love the busy time when multitasking cranks it up a notch! When you are taking phone calls while helping a person at the counter, and grabbing a driver's will-call in the middle of it all. I strive to make it fun. Make it a game - not just a job. As an example, I sometimes tell grumpy customers that "your price depends upon your attitude," when they ask me about pricing on items in the showroom. I do this to make sure they have a good attitude and 99 percent of the time they become much more pleasant. I think they appreciate my honesty.
I have always said "people buy from people not just places." If you make yourself one of those people that customers can count on, trust and enjoy doing business with, you can be a successful and "asked for" counter pro. Enjoy and have fun with your customers and co-workers, and like me you can love going to work everyday!
Jimmy Diehl, Edge Construction Supply,
Spokane, WA
author: A.D. "Butch" Horn




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