Turning One Sale into Another Part 1: Selling Process

header-TurningOneSale-TheSellingProcessWhile eCommerce is steadily expanding, many businesses that aren’t solely eCommerce based have found a way to reinvent themselves in a manner that multiplies one sale into many more. It starts and ends with the customer experience.

From the moment a customer walks into your shop, the pawnbroker is presented with a unique opportunity to create a memorable and personal pawnshop experience that the customer can’t get from online shopping. The selling process can either make a customer feel like they just made the best purchase of their life or that they just made a huge mistake.

The loan balance is one of the most crucial parts of keeping any pawn business running. Loans often sell themselves, when a customer needs one, they will come in. However, inventory available for sale in your shop doesn’t always sell itself. You can increase your shop’s revenue by having a smooth selling process. The way a customer is approached and guided through the buying process is a delicate matter. If a salesperson is too abrasive, they could scare the customer off and lose the sale. If they are too relaxed, the customer could lose interest and again, the sale is lost.  When a pawnbroker takes the stance of helping someone make a purchase, as opposed to selling a product, the interaction becomes a lot more personal. When assisting someone in buying something, you give information to help the customer make informed decisions so that they are happier, as opposed to rattling off a feature list. 

When helping someone buy something, one might take an interest in the customer’s life by asking open-ended questions that will aid in selecting the product that customer would be happiest with. This gives your customer a feeling of comfort. Customers can sense when a shopkeeper is racing to make a sale before they back out, and it causes red flags. By going through all the details with your shopper, you ease their mind and make them believe they are making the right decision.  Customers need to be nurtured, especially indecisive customers who may have popped into your shop to look around. When these customers feel they are being taken care of and provided the tools to make the best decision, they are more likely to buy. When your selling process is easy and pain-free, customers are more likely to return to buy again.