Saturday, February 23, 2013

The fine art of RPG selling - Part 3

The first two parts of selling an RPG are covered here, and here. Now it comes to the part that I've heard lots of people complaining about, closing the sale.

Before we start I want you to repeat a few things.

It is okay to close a sale.
It is okay to take people's money and give them a product.
This is all part of the process.
The person giving you money is aware of this fact.
It is okay to close a sale.

Repeat that until you feel comfortable. This is all about closing.

When people talk about sales, they say that this is the part that's really hard for them. They seem to think that people are going to be upset that they've brought in filthy lucre into the conversation.

If you are at a convention, in a space designated to sell product, then the people you are talking to are there to ... ready for this ... buy product. They understand that you aren't there for some philanthropic reason. They know that you have a product to sell and if they've gotten to this point there's a good chance they are interested in buying what you have to sell.

It is okay to close a sale.
It is okay to take people's money and give them a product.
This is all part of the process.
The person giving you the money is aware of this fact.
It is okay to close a sale.

Now that you've said the affirmation, let's talk about some tips to help close that sale.

1. Touch

At some point in time it's a good idea to get the product into the customer's hand. It makes it real, and concrete which is important. Why? Have you ever had a situation where someone says, "Hey, that's water's cold" and you walk into the water and go "Wow, this water's cold!" That's the difference between being aware of something conceptually and viscerally. The second one is always more powerful because we knew it was cold, but now it's personally cold.

Same thing with a product. They can be all for the idea of a game, but putting it in their hands helps when they're thinking about buying it. It's no longer an idea, it's a thing and it's right there.

2. Walk towards the sales area

If you're at a convention, usually you'll have a location where the sales take place. It doesn't have to be big, it doesn't have to shout that "HERE BE SALES" but even if it's one guy whose got three thousand dollars in his back pocket that is your sales area. If you're closing the sale, you should be walking towards that spot for a couple of reasons. The first is that it's convenient for the customer. They want to buy your product and get going, you want to make both of those things easy for them to do.

Secondly, it shifts the conversation to the sales part of the conversation. It's the segue into the money part.

3. Make the buying as painless as possible

I mean don't make them wait. If it's cash, make sure you have plenty of change ready. If you do credit cards, make sure you know the process and can do it. If you take 10 minutes to take the customer's money, there's a chance that they'll get annoyed and leave. Also, if you make the purchase hard they'll remember that and while it won't be a huge factor in coming back to buy other stuff, it will still be a factor. If they're pressed for time, or they're hungry, they're going to remember that and say they'll come back later.

At a large convention, come back later becomes come back never.

4. Make small talk

You still want to be conversing with the customer, but you don't really need to go on more about the game. They're convinced, don't over sell because you can lose people that way too. Talk about them, what they think of the convention, what they're excited about on the floor that they haven't seen yet. Nothing is completed until they have given you the money, and they have taken the book with them.

That's the end of the sale. They go away happy, you go away happy, and then you turn around and start the process all over again.

2 comments:

Justin Mohareb said...

A! B! C!

A is Always!
B is Be!
C is closing!

Always! Be! Closing!

Jonathan said...

I was going to reference that Glengary Glenross scene but it's a little too aggressive for what I was trying to do.

A is Attention
I is Interest
D is Decision
A is Action

Firestorm Ink's Fan Box