John F. Lawhon, one in all America’s highest paid retail salespeople, wrote a two-part course on the artwork of retailing.

If I needed to attempt to overcome this as shortly as attainable, I may simply say that Mr. Lawhon’s first ebook on this sequence relies primarily on two premises. To achieve success, a retail salesperson should:

A. Having the ability to acknowledge the actual wants of the consumer, and

B. Be outfitted with the information and expertise to not solely meet these wants, but additionally to assist the consumer obtain what their wants actually are.

Mr. Lawhon presents the case that good salespeople, ie skilled, profitable and nicely paid salespeople, will work to realize each of those targets. Those that enter the gross sales career with out buying these expertise and adopting this angle will merely grow to be “order takers” who by no means attain the potential introduced by a retail place. In brief, Mr. Lawhon believes that almost all prime notch and really profitable gross sales professionals are NOT born, however succeed by means of studying and doing.

Mr. Lawhon attracts classes from his personal years of furnishings gross sales and a big physique of private analysis to make and / or illustrate his factors. For instance, it explains why the shopper strategy is so necessary, and it additionally explains HOW to take this strategy … and why. He believes that each strategy to a buyer must be completed in a genuinely joyful approach, beginning to break by means of the wall erected by so many shoppers. He then believes in establishing communication with the consumer, each to “break the ice much more” and to open up actual traces of communication.

This openness and widening of communication is of essential significance, as a result of it’s by means of this that the really competent salesperson will start to be taught in regards to the buyer and their wants. As famous above, it’s this recognition of the shopper’s wants that can permit the gross sales skilled to start to exemplify and apply the information and expertise that would be the “instruments of the commerce” by which the gross sales skilled can help the gross sales skilled. buyer discover the product that can truly meet their actual wants relatively than a product that can solely partially present the specified satisfaction.

With the intention to information the reader by means of the retail course of, or no less than the elements coated on this first ebook, Mr. Lawhon has divided his ebook into three essential sections:


On this part, the creator reveals 11 fundamental rules that shall be helpful to the reader. Many of those appear to be drawn from the creator’s personal experiences, and he makes in depth use of narration and parable for instance the assorted factors.

In a single chapter, for instance (Previous Ugly Was a Canine), he explains that magnificence IS MORE CERTAINLY within the eye of the beholder. He makes use of the instance of how he taught his salespeople to promote what most thought of a hideous couch by merely letting them perceive that there would nonetheless be individuals who would think about him excellent and that for these individuals, the couch would promote with out their assist, however that they might LOSE THE SALE by overtly or tacitly expressing their opinion in regards to the magnificence, or lack thereof, of a chunk of furnishings (on this case) till that the consumer has expressed his opinion.

After utilizing the story of the previous ugly to make a fundamental level, he then elaborates by declaring numerous classes that may be discovered from this straightforward story. On this case, for instance, he explains that so long as you do not know what the shopper wants and desires, together with their notion of “magnificence”, you could be attempting to promote them one thing they do not see. not the identical as you. That is extraordinarily counterproductive as it’s simpler to promote somebody one thing they like than to attempt to get them to love one thing adequate to purchase it if they do not. do not actually care.

II. Information teams

Based mostly on his private expertise, Mr. Lawhon believes {that a} top-notch gross sales skilled ought to have 5 teams of data at their fingertips.

* Information of their merchandise and people of their rivals.

* Information of their stock and that of their rivals.

* Information of their promoting and that of their rivals.

* Information of their credit score plan and that of their rivals.

* Information of their insurance policies and people of their rivals.

Utilizing the truth that 75% of gross sales are made by 25% of salespeople, the creator explains and explains how mastering these 5 areas might help place the reader among the many prime 25% making probably the most gross sales! It additionally reveals how with the ability to precisely assess and fulfill buyer wants by the use of these 5 teams of data, will allow the salesperson to extra precisely and efficiently obtain the objective of reaching actual buyer satisfaction and to promote the proper merchandise to the proper individual with minimal effort through the gross sales course of itself.

On this part, the creator additionally offers substantial recommendation on purchase the 5 teams of data.

III. Gross sales methods

Having beforehand introduced an summary of some basic gross sales philosophies, on this last part the creator truly begins to provide instruction on the gross sales course of itself, specializing in welcoming and approaching the shopper. , the qualification of its needs and desires and the choice of the product (s) which ought to fulfill these needs and desires.

On the very finish of this ebook, and in preparation for the second ebook of “Promoting Retail”, Mr. Lawhon makes some attention-grabbing factors.

It merely states that after you have acquired the 5 information teams, greeted the shopper, certified their wants and desires, and made a variety to current to them, the sale has STILL not began … and it’s. is the topic of E book Deux.


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