Throughout the world, the utility sector plays a pivotal role in personal expenses structure. As a result, it must be properly estimated due to its potential. However, it is assumed that the biggest value of the stores is their salespeople as they can influence the individual’s final decision whether to make the purchase or not (Ingram et al., 2019). While appraising three shops, I emphasized the salespersons’ overall interaction with the client and the possibility of converting the “browser” to the “purchaser,” which are the main criteria of effectiveness in shop consulting.
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Firstly, I have visited the three most interesting stores in the USA owing to their client’s attitude: Walmart, IKEA, and 7Eleven. To begin with, Walmart impressed me from the first glimpse: such a plain and interesting decoration of the new merchandise at the same time affected me to enter the shop to start my trip immediately. Even though the person did not greet me, this vital atmosphere made the best greeting. However, during my “traveling” through the retailer, there were few consulting staff, so that I could not receive a qualitative consultation, especially while I was looking for a salesperson to specify the question about the size grid. Consequently, the consulting department did not convert me from an observer to the active buyer of any goods. On the other hand, I should notice that the store specification determines another portrait of a customer. The typical Walmart visitor is certainly willing to buy something because the retailer is situated out of the city, the prices are low. As a result, there is no need to convert people from observer to buyer because of the goods’ intrinsic value and attractiveness.
Secondly, I experienced visiting IKEA two months ago, but that trip stays in my mind even today. This time, it is crucial to note the specification of this shop and build a typical client portrait. To start with, the store is also usually situated in a suburban area. Lots of cars are parked near the shop so that they prepared a large sum of “free-to-spend” money. As a result, sales marketing plays a pivotal role in the statement of income increasing tendency. In the beginning, I noticed that the IKEA store is huge, which makes a considerable profit for the company. This is because a person enters a “maze” and leaves it only when interacted with all the stuff inside. Moreover, I realized that the staff here was taught to advise as a close friend by not forbidding to lay in the bath and riding a cart to increase a client’s impressions. Thus, I have spent a large sum of money that I have not expected and quitted from the store with similar impressions of visiting Disneyland rather than visiting a furniture store.
Third, I was in 7Eleven 2 years ago, and it significantly impacted my family life. During the first visit to the local gasoline station, we entered the shop, expecting to buy some snacks and drinks for the journey. In the beginning, we were met warmly by a salesperson who immediately started interacting with us. When I approached the counter of the chips, the man said that the chips I am looking at are near the expiration date, and the taste will not meet my expectations. For this reason, his introductory performance was the greatest, among others. The most interesting was a creative approach to presenting themselves by not asking a typical question, “How can I help you?” but giving an interesting and unobtrusive detail that affects me to interact with him in the future. He masterly converted me from chips observer into a buyer of Pringles, which were two times more expensive. Finally, the whole family was expressed by the hard-working salesperson; we made a tradition to go to 7Eleven for drinks and snacks every Saturday. Thus, the consulting department succeeds in turning us into a lifetime customer.
In fact, many salespeople these days do not estimate the value of their job to the overall company’s performance. However, those who realize the value are the best consulting agents. It is important to build a portrait of a “perfect” salesperson.The most valuable aspect of consulting lies in being friendly and sincere to the customer. Moreover, every item or service can not be perfect for anyone, so that the salesperson must introduce the minor weakness of the product at the end of the presentation to be more compelling in his words (Ingram et al., 2019). Following this, emotional attractiveness makes a person think about the logical benefits of a product. So, if a salesperson actively illustrates the customer’s life after buying a certain product, this might be an effective assistant. Comparing to my experience, in two of three shops, the salesperson was working so that they succeed in gaining a lifetime customer and content the client with the new purchase.
To conclude, the general interaction with the client and the ability to convert an “observer” to a “buyer” are among the most important features of an effective salesperson. Based on personal research, Walmart is considered “not interested” in persuading the customers to buy something. On the other hand, IKEA and 7Eleven introduced a great example of how the person should interact with clients and affect people to make an emotional purchase. Moreover, these two stores illustrated the other crucial aspects of the “ideal” salesperson: truthfulness and sincerity. These aspects determine to some extent how effective might be a certain salesperson.
Ingram, T. N., LaForge, R. W., Avila, R. A., Schwepker, C. H., & Williams, M. R. (2019). SELL (with MindTap 1 term Printed Access Card) (6th ed.). Cengage Learning.