Nordstrom’s sales associates are amazing closers. What makes them so effective is you don’t even realize you’re being sold to.
Nordstrom’s sales people are renowned for their customer service, and that’s a big reason why many people like to shop there. When looking at some select items, a consultant will ask if he/she could assist. Then you will be asked to move to the Closing Room.
Please join me in the Closing Room
Ok, they don’t actually call it the ‘Closing Room.’ Really they invite you to examine the items in front of the 3-way mirror in a private fitting area off the main floor.
I like to call the fitting area the Closing Room, because I know at this point you’re going to buy something.
As you try on the coats, the consultant might suggest you try n a sports jacket. Next thing you know, you will be wearing a sports jacket plus overcoat. Pretty soon you will be decked out in a whole new outfit, and ready to hit the winter season.
The Closing Room creates an experience
Many products don’t sell themselves. As much as I love buying things, there’s no way I’m buying a suit of some professional service from a website. I need to try it on, see how it fits and get a professional opinion.
Nordstrom separates itself from many other fashion retailers by helping their customers experience the products. It’s one of the reasons many seek them out.
The Closing Room creates a little privacy while you focus on the selection process. You get to mix and match the clothes, receive purposeful advice and find things that really work. Rather than leaving their customers to their own devices and distractions, Nordstrom’s associates facilitate the buying process and help you find the products you want—as well as suggest products you may not have considered.
Can you create your Closing Room?
Nordstrom made me reconsider the sales process. Selling professional services has similarities to fashion sales. You have to create an experience to help your customers experience the service, understand their needs and facilitate the buying process.
Many service providers use a Door Opener or a kind of proof of concept to help their customers try before they buy. But maybe there’s an opportunity to go a step further, and create a purposeful step in the sales process to help your clients try on the services as part of the buying process. Maybe your proof of concept for professional services could be an existing client that opens a function as key note speaker, telling you audience how great you are? Maybe a case study by one of your clients and his/her endorsement on this?
What do you think?