Addressing the Cell Phone Buyer’s Every Need:

In football, as in war, there is an old saying that goes, “The best offense is a good defense,” and vice-versa. This axiom applies to countless activities – including wireless retail.

It’s one thing to know what you want to tell your customers (offense), but do you know what they want to find out (defense)?

To get idea of exactly what questions they want answered, the Internet is a good place to start. After all, studies have shown that 75 per cent of consumers research online prior to buying. Being armed with the right ‘defense’ can ensure you grow sales and provide top-notch customer service.

So, what are people looking at online before they come to buy a cell phone from you?

Well, the editors of at cnet.com put together a pretty comprehensive “Cell Phone Buying Guide” (http://reviews.cnet.com/4520-7609_7-5537615-1.html). Their guide provides visitors with step-by-step instructions on how to buy a cell phone, arranged in 10 different criteria.

You – the cellular retailer – should look at each of these steps to be certain you’re armed with the right information and product.

OK. As a cell phone dealer, you may or may not be limited in what carrier(s) you offer customers. But more importantly, do you and your staff know the differences between carriers (ie. between your carrier(s) and the competition)?

You should also know the difference between CDMA, GSM and iDEN, and what network best serves what customer. Things like network availability and customer service are relevant to them. They want the phone with the best reception, the best quality network.

What about analog roaming? Customers could ask you the differences between analog and digital, and what service you have available.

Before customers are ready to sign anything, they need to consider how much they intend to use the phone. Can you explain to them that “usage time is the basis of every calling plan,” while still convincing them that more is always better?

What about explaining the importance of ‘when’ your customer expects to use the phone? Buzzwords like ‘anytime minutes’ and ‘free evenings and weekends’ sell themselves. But prepare to answer inquiries about ‘pay-as-you-go,’ voicemail, texting, web browsing, roaming fees and activation fees.

Everybody wants to get the best deal they can. Can you convince customers that ‘the best deal’ is the one you’re offering them?

6. “10 key features to consider” and

“Picking the right cell phone has as much to do with personality as it does with needs,” say the editors at cnet.com. “You’ll want to buy a handset that is right for you – one that you’ll enjoy using and carrying around.”

If this is the sales pitch your customers are expecting, how can you and your staff capitalize on this opportunity? Simple: Tell them exactly the same thing. Imply that choosing a cell phone should depend both on functionality and especially on personality. Nobody wants their personality associated to a cheap, no-frills, ugly phone.

Therein lies another opportunity: selling options to ‘personalize’ the phone – colours, features, accessories, whatever.

Can you explain the pros and cons to flip phones? What about candy bar phones?

Every retailer knows, the more you know about the product, the easier it is to sell. Make sure all staff knows EVERYTHING about phone features: from external screen caller ID to multimedia options, to Bluetooth capability.

The folks at cnet.com have categorized cell phone user personalities to seven types: basic user, busy executive, gear head, fashionista, commuter, weekend warrior and multimedia addict. Know which phones in your store will appeal to which ‘personality,’ but don’t limit the customer’s choices. You never know – a fashionista could be a multimedia addict and a commuter, all at the same time.