Role Play: Hate It, But Do It Anyway

Most people hate to role play. As professional salespeople, however, you must do it. Athletes practice and lawyers run mock trials. Sales is the only profession in which the workers practice on their customers. It's no wonder most stores don't maximize their potential. Salespeople should think about what they're going to say to a customer before they say it. They should write down, memorize, and practice asking good, information-gathering, open-ended questions. They should write down, memorize, and practice questions that prompt the customer to tell them what other jewelry pieces they may be interested in, not only now but also in the future. Jewelry purchases may be emotionally based or technically based, impulse buys or keeping-up-appearances buys. Salespeople should practice all these situations. Practice giving features, benefits, and agreement questions. But remember: Customers
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