This sounds obvious, right? You'd be surprised.
I once went into a store with shiny devices that promise to change your world, and I went straight to the device that interested me most - we'll call it a Mobile Telephone. While I was playing with a cute little informative Display unit about the Mobile Telephone, a middle aged lady walked up to the Display next to me and began to play. A young sales representative instantly sprung up behind us to offer assistance.
As I was content with the information I was getting on my Display I let the lady speak up, "I would like a shiny new Display."
The salesperson responded immediately, "That's a Wizzing InfoSlab."
The poor lady was perplexed. She looked from the Display to the salesperson and asked, "Isn't this a Display?"
The salesperson sighed and said "No, that's just a Wizzing InfoSlab."
I was ready to jump in and interpret before the salesperson finally added, "I can show you the Displays over here."
Now I'm sure you can all see where the lady got confused: using a store product as a selling tool for yet another product is not necessarily an obvious or clear difference to your customers.
Just because you use one product in a different way does not mean your customers understand when you call it by a different name. That is your store terminology for how that product is being used, not what the product is.
Do not treat your customers like fools because they were not at the staff meeting where the selling tool was explained in detail.
I'm interested to know how what others think. How would you have handled the sale?
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