Resource Center: How to convert ‘no’s’ into sales

Hands up in the HFA resource center seminar room

To many furniture sales associates, the word “no” means the end. To Joe Milevsky, “no” is actually a starting point.

“At any time during the sales process, when a customer tells you ‘no’ what they’re really saying is they haven’t learned enough about the furniture or you haven’t established trust with them,” says Milevsky, CEO and founder of JRM Sales & Management. “Too many salespeople put their tails between their legs and walk away. That’s when salesmanship really starts.”

HFA’s Resource Center

Milevsky will speak at the Home Furnishings Association’s Resource Center at Las Vegas Market on Tuesday, July 30. The Resource Center, located in B1050, is home to seminars and vendors geared to helping furniture retailers grow their business. Furniture retailers do not have to be members of the HFA to attend seminars.

Milevsky will talk to retailers about establishing a rapport with consumers and help them discover the different types of objections, how to proactively prepare their sales team to deal with unexpected objections, what are the consequences of a hidden objection, what is a stall in the sales process and how to deal with it, and when it is not appropriate to ask for the sale.

Retailers will leave Las Vegas Market with the tools to change the way their salespeople perceive objections and rejections. For more information on Milevsky’s seminar, the Resource Center or the HFA, contact the Home Furnishings Association at 800-422-3778.

For news about HFA members, read the Shop Talk blog.

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