The first sale is the most expensive. Why? It’s your cost to get that initial customer and it takes the most time and effort.
Once the customer says “yes” to you and your store, they have an open mind and are ready to buy more. You have overcome their initial hesitations and objections. Now this is the easy sale. This customer is excited to spend money.
Take advantage of this opportunity to make suggestive recommendations. For example, say a student commits to your SDI open water course. After a consultation on required personal gear, most sales staff are satisfied they have done their job.
But, did you have them try on a new, comfortable wet suit for “sizing for open water”? Guess what? Now you are providing practical experience of why owning an easy donning/doffing suit will make them a happier diver.
Did you show them pictures of your next dive trip? Did you plant the seed of doing check out dives on the trip? Did you take some time to give them an education on what “Scuba” gear consists of and the differences between styles? Did you take the time to explain how learning to dive is a continuous process, kind of like jiu jitsu? Did you explain that the skills build as you continue to dive and learn?
Now, we understand you can’t do all of this for every customer, every time. But, the key is to read your customer and provide a focused consultative selling approach to maximize each and every sale before your competition does or the uninformed customer ventures online.