ASB Magazine

During the nearly two decades I have spent in retail and the hospitality industry I have learned a great deal about selling. Several years ago, one of my duties for a multi billion dollar company was to instruct salespeople on how to deal with the public and become more effective sellers...

During the nearly two decades I have spent in retail and the hospitality industry I have learned a great deal about selling. Several years ago, one of my duties for a multi billion dollar company was to instruct salespeople on how to deal with the public and become more effective sellers. I’ve tweaked my basic selling points to fit the adult industry and have tested it successfully in several stores. Although a full blown course on selling could fill two eight hour days, the following are my twenty basic points for selling.

1. Greet every guest when you see him or her for the first time. This lets the guest know you are an employee and are aware of them. Not only does this make them feel welcome but it decreases shrink/theft.
2. Make eye contact. Smile. You don’t need a toothy grin; just a small smile will work.
3. Watch body language.
4. When helping a guest at the register, speak only to the guest. Stop conversations with other employees unless directly related to the guest you are dealing with. The guest should always feel that they are the focus of your attention when they are in your store.
5. Really listen to what a guest is saying. Sometimes they say one thing but really mean another. Guide them to the product that seems to best meet their needs.
6. Often if you ask, “Can I help you,” a guest will respond in the negative. Instead, watch to see what they are looking at then simply begin speaking to them. “I see you are looking at flavored lubes; let me tell you about the Sex Tarts.”
7. Be positive. It is fine to say you don’t like an item - as long as you have another item to recommend. “That vibe wasn’t powerful enough for me, I prefer this model, and it has a similar size but has 32 horsepower!”
8. Err on the side of caution. If you think it may be inappropriate to say something, don’t say it.
9. If a guest seems embarrassed, try to put them at ease. Say things like, “Oh, there’s no need to be embarrassed, everyone is here for the same thing,” or a similar phrase.
10. Approach the guest before they approach you. Be proactive.
11. Offer personal insight whenever possible i.e. “My lover squealed with giddy delight when I used that vibe!”
12. Know your products. Product knowledge is key.
13. Always tell guests about the features and benefits of each item. “This is made of silicone, so as a result it retains your body heat and warms as you use it.”
14. When showing an item to guests, hand it to them. Guests holding items are more likely to buy.
15. Offer alternative items, i.e. “Sta-Erect works well, and we also have Stud 100 which has 2% more of the active ingredient.”
16. Ask questions. “Is this for anal or vaginal use? Have you used one of these before? Is this a gift for someone else or for yourself?” The more you know the better you can help a guest.
17. Offer add-on items. “I see that you are buying a blindfold; how about some fuzzy cuffs with that?”
18. Believe in the product. It is easier to sell product you believe in.
19. Make guests aware of specials. If the current special is buy one get one free on DVDs with the purchase of any lube, you should tell guests not only about the special when they buy movies but also when they buy lube. Try making suggestions like, “I see you are buying lube, this month all DVDs are buy one get one free with any lube purchase.” Likewise if a guest were buying a DVD you would say, “We have a special this month, and you can get a second movie for free with the purchase of any lube!” Always explain the deal as simply as possible. If you make it complex, the guest will become frightened and confused.
20. Don’t focus on selling the most expensive item, focus on selling the item that is the best fit for that guest.