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PART VI
GENERAL CARPET SALES TECHNIQUES
After basic knowledge is obtained about carpets and kilims it’s
time to learn how to sell them. The approach is different from
selling wall to wall or single machine carpets. Hand woven carpets
and kilims are costly and this narrows the demand. Therefore the
artistic value and the life long investment issues must be
emphasized. Hence, it is important to act patiently and carefully
as in a patient-doctor relationship, no matter who shows up as a
client. So selling should be performed according to a procedure.
Through years of
experience I have evolved an “ approach ” that I will share with
you.
The best way to begin is to say a
couple of friendly words. The client should feel comfortable and
not hurried. Meanwhile a short chat will indicate that the sale
will not be a rushed one. Such dialogues must be positive without
any tension or stress. During the conversation, the client’s
knowledge of the product and view about the price is tested and in
accordance with these preferences various types of carpets are
shown. Start with light and bright toned carpets and proceed as
the customers reveal their likes and dislikes.
Selling is an art and also a kind
of “ show ” . It should be leisurely and relaxed. The carpets
should be laid out individually during which time pieces of
information like labour, design, the meaning of the design, the
quality of the dye, the artistic worth of the carpet, the
difficulties of hand weaving and the time invested in each stage
of preparation are emphasized. This clarifies the mind of the
buyer and eliminates prejudices concerning price. Thus, the first
stage of selling is complete.
At the second stage,
the client’ s preferences are discovered. While putting away the
other carpets, more detailed information is given on the selected
products and interest is focused on them. The main idea at this
stage is to build confidence between the client and oneself.
Eventually at the third
stage, the preferred products are laid side by side for
comparison. Starting with the least preferred carpet or kilim, the
prices are specified. It is important to emphasize that the
product is an object of investment. Then explanations about the
warranty vertificate have to be given. Now is the time for the
last stage.
If the client has
reached a decision the certificate is filled and the product is
wrapped up. If the client is having a difficult time to make a
choice, your individual view as an expert can be expressed.
The client’ s
hesitation is probably due to one of two situations :
1-The client is still undecided.
In such a case you should carry on with the sales advice.
2-The client may have some
hesitation over the price.
He either wants to bargain or his
method of payment is inadequate.
At this point if the
problem is correctly identified it is easy to reach a solution.
First the client’ s preference of payment is asked and if
inadequate, the use of a credit card, a cheque or a blank cheque
or perhaps the making of a down payment can be recommended.
Alternatively a different product for a more reasonable price can
be recommended.
If there is no
completion of the sale, the following negotiations can be tried in
order to understand whether the client is looking for ways of
bargaining or not :
1-A certain discount in price
could be considered on the understanding that good reference will
be given in favour of your firm.
2-Your firm’ s cash needs can be
emphasized and the client is asked to come up with the price he
has in mind.
If none of the above mentioned
strategies work, then the client must be assured that he can
purchase carpets from you at any other time for suitable prices.
The client must be kindly taken to the door even if there is no
purchase realized, because the important thing is that the client
will feel friendliness towards the shop, so he may return or send
his friends.
PART VII
THE LOGIC OF THE PRICE LIST
The price list shown on the next
page is specified according to 2 K standard. The list is prepared
vertically in accordance with the alphabetical order of the types
of carpets and kilims and horizontally in accordance with the
sizes. The figure at the junction of the name and size of the
carpet shows the 2K price.
There is 20 % price
difference between each level of K’ s as previously indicated. For
instance let’ s assume that a 2K Milas Seccade carpet is 100
units. If this carpet is 1K it will be 120 units and if 3K it will
be 80 units. We can simply formulize this in the following way:
1K Milas Seccade carpet = 100 x
1.20 = 120 Units ( % 20 more )
2K Milas Seccade carpet = (list
price) = 100 Units
3K Milas Seccade carpet = 100 x
0.80 = 80 Units ( % 20 less )
4K Milas Seccade carpet = 100 x
0.64 = 64 Units ( % 20 less )
5K Milas Seccade carpet = 100 x
0.52 = 52 Units ( % 20 less )
All prices can be
indicated on a single list from 1K to 5K. Moreover, on every
carpets label the type of the type of the product, the size and
level of K should be indicated.
PART VIII
RECOMMENDED BOOKS
|
NAME OF THE BOOK |
WRITER |
LANGUAGE |
| “
Natural Dyes and Home Dyeing ” |
Adrosko
|
İngilizce
|
| “
Der Anatolische Teppich ” or |
Iten-Marıız
|
Almanca
|
| “
The Turkish Rug ”
|
|
İngilizce
|
| “
Facts about Oriental Rugs ”
|
Jacobsen
|
İngilizce
|
| “
The Undiscovered Kilim” |
David Black
|
İngilizce
|
| “
Turkish Flat Weaves ”
|
Zımba-Akatay Schwartz
|
İngilizce
|
| “
The Connoiseur’s Guide to
Oriental Carpets ”
|
E.
Gans-Ruedın
|
İngilizce
|
|
SUPPLIER :
|
ABINGTON
BOOKS
|
|
29 Church Lane
Little Abington
Cambride GB
GREAT BRITAIN
Tel: (0044)-223891645
Fax:
-223893724
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Page
6
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