Here’s a breakdown of the advice given by Drechsler, based on the provided text:
1. Customer Greeting:
* Really notice and greet the customer as they enter the store.This emphasizes the importance of immediate, personal attention.
2. sales Conversation Technique:
* Ask questions that require only “yes” or “no” answers. This is intended to guide the conversation and maintain control.
* avoid open-ended questions like “What are you looking for?” or “How can I help you?”. Drechsler believes these questions are ineffective because the salesperson should be able to answer them for the customer.
3. Staff Investment:
* Invest in well-trained staff. He criticizes competitors for not doing so.
* Hire people who genuinely enjoy interacting with others. He states, “I have to love the person who is in my store. If I don’t like people, I have no business being in sales.”
4. Store Atmosphere & Differentiation:
* Create a unique and engaging store environment. Avoid a sterile or unpleasant atmosphere (“butcher’s shop or a dentist’s waiting room”).
* Focus on creating positive sensations and emotions. He aims to make customers laugh and have a memorable experience, something online retail can’t easily replicate.
In essence, Drechsler’s advice centers around personalized service, skilled staff, and creating a positive, memorable in-store experience to compete with online retailers.
