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Doing Retail Right Retail Furniture Tip #13: Customers Buy YOU First

Furniture World News


This is the thirteenth in a series or excerpts from a new book by retail furniture store design and planning experts Lou Kief and Bill Walls titled, "Doing Retail Right", a new book available from the major online booksellers in print and e-reader formats. For more information on this book, or to order, visit www.DoingRetailRight.com

“The glory of friendship is not the outstretched hand, nor the kindly smile, nor the joy of companionship; it is the spiritual inspiration that comes to one when you discover that  someone else believes in you and is willing to trust you with a friendship.”

- Ralph Waldo Emerson

Shoppers don’t want to hear about what a rough day you’re having or worse yet, complaints about the job. The last thing they want to confront is an uneducated employee who is just putting in time for a paycheck.

Before they’ll buy anything you’re selling, they need to believe in, and like you. Highly motivated salespeople who genuinely care about shoppers always sell themselves first before mentioning the product. This type of approach needs to be something you nurture and teach. Don’t expect your staff to find it by themselves.

If you hire an “experienced” salesperson you might be getting someone who has already been indoctrinated to meet sales quotas by using offensive, pushy tactics.

The key to a strong sales force is positive, enthusiastic people. Most of the best ones aren’t looking for a job, they’re happy where they are.


If you want to keep good salespeople,
give them a selling machine that’s fun to work in,
stocked with exciting products and quality people.
Put away the carrots. Give them a legitimate
opportunity to make a substantial living.

About The Authors:  Lou Kief & Bill Walls live in Guadalajara, Mexico after a forty year career helping retailers create successful stores. They share their home with Katrina,a huge, not very lady-like, Neapolitan Mastiff, three Mexi-cats; Diego, Frida & Trotsky, and Rocco, a pushy Amazon Parrot.



“After building and remodeling over 3 acres of retail space with Lou Kief and Bill Walls I heartily recommend their professionalism, expertise, integrity and creativity! I would invite anyone looking to improve sales performance or their store’s professional appearance to read their book; “Doing Retail Right!” -George Moore, COO, Wilcox Furniture, Corpus Christie, Texas

“You have given RETAIL a BREATH! I am overwhelmed by the scope, the simplicity and the heartfelt delivery.” - Steve Drake, The Villages, Florida

“Retail ideas combined with Life Lessons. I read it as a call to action for veteran retailers who are facing a crossroads.” - Pat West, West Consulting

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