Believe it or not, it’s that time of year again. The holidays are right around the corner and we are already in the middle of the busiest shopping season of the year. Salespeople certainly look forward to this time of year, but there are also some challenges that come with the increased activity.

Over the next few weeks, we’ll take a look at some of those challenges and how to turn them into opportunities.

The first thing to remember is that, unlike every other time of the year, there are going to be people shopping that normally never shop. Chances are most of them don’t like to shop, and would rather be doing anything else. As a professional salesperson, it is up to you to help them get what they need/want and to do it on their terms.

Customers who only shop during the holidays usually want to get in, get what they want, and get out. Therefore it is up to the professional salesperson to cater to that.

Listening is always an important skill for salespeople, but even more so during the holidays. Seasonal shoppers probably don’t care or have the time for non-business conversations. They want to tell the salesperson what they want and they want that salesperson to get it for them as quickly as possible.

So what are some of the things a salesperson can do to make sure they are helping these seasonal shoppers?

• Listen: We’ve already touched on this one, but listen to what they want or what they are looking for, and then do your best to give it to them.
  
• Stay in the business conversation: Holiday shoppers have one goal: get their shopping done as quickly and efficiently as possible. Don’t waste their time with non-business conversations in which they have no interest. They are likely to move on quickly if they feel like a salesperson is wasting their time.
  
• Let them lead: Chances are that holiday shoppers came in with an idea of what they wanted. Let them tell you what they want or give you a general idea of what they are looking for, and then show them the products that fit what they are describing.

Holiday shoppers can be challenging, but if a salesperson is willing to cater to them and let them run the show, then it is also possible to close some sales very quickly.

FINAO - Brad Huisken