Dara Hannon of Pyrimid Comics and Games in Sierra Vista, Arizona writes in to discuss the ability of being able to recommend comic titles to customers, especially ones which the seller might happen to dislike.

There’s a really nice feeling when a new customer or an established customer comes into your store wanting something new to read and you introduce them to one of your favorite comic book series and their eyes light up.  It’s a good feeling both because you’re sharing something you enjoy and you know that, now, there is less chance of this item being cancelled since companies base whether or not something continues on sales.  However, what happens when the person hates whatever you like?  I know this sounds a bit mercenary, but how do you get this person’s money and stay in business when anything you read they wouldn’t touch with a ten foot pole?

It all comes down to one question, really, how do you sell something you don’t like?

Not to brag here, but I have a certain reputation in the store.  I have quite a few customers who come to me for suggestions of what to read and they are the customers I mentioned above.  They do not read anything that I would pay money for myself and they turn their nose up and make fun of the comics I do read.  However, if I suggest a new series to them, they will pick it up and, almost without exception, they add it to their subscription list the next week.  Even the few times there has been an exception, the customer actually liked what I had suggested, they just either did not like the art or felt the comic book was too expensive or was put off by one minor thing.  They still say I chose well for them and ask me for more suggestions.

So, how do I successfully sell stuff I hate?  It’s actually kind of simple.

First of all, put your own opinions on hold.  I may absolutely hate a comic series and think the writer or the artist should never have picked up a pencil to begin with but I never ever state that in the store.  Never.  I am not on TV and I am not being paid for my personal opinions and I’m certainly not being paid to tell a customer that they have bad taste.  So, no matter what the title, I find something nice to say about it.  Even if all I can say is that it is a good representation of that character, I leave out that I think the character is a jerk or stupid or whatever.  They have the money and they’re absolutely right about if a comic book is good or bad for them.  So, don’t take it personally if they hate what you like and don’t make them feel bad if they like what you hate.  Follow the old maxim:  If you can’t say something nice, don’t say anything at all.  

Second, read stuff you don’t like.  No matter how much you hate a writer or how bad the series looks, pick up at least one copy of anything you sell in the store and read it.  This can be absolute torture and no fun at all but a comic book store is a job and jobs are not always fun.  If a new series comes in, I try to at least skim through it no matter what.  If a graphic novel is being talked about in the news, I try to read it or at least one of the volumes.  Sometimes, this is really hard.  I have read and looked through several things that have turned my stomach or made me feel like I was losing intelligence just reading it.  However, I made it through them for one reason:  So that I can discuss them intelligently.  When a customer brings up a series or a graphic novel and asks me what it’s about, I can give a better description than... well, ummm, let me look at the back…it seems to have these characters.  I can tell them, it’s mainly horror or comedy or drama and it’s telling this story and it’s offensive or humorous or whatever.  The important thing is, I can tell them something about the book that helps them decide if they want to buy it or not.

Third, talk to the customer and find out what they like.  If you don’t know what they like, you can’t possibly suggest anything they would actually like.  It sounds simple but it is very important.  If you take the time to ask them questions and find out what they like, it makes them feel like you actually care about them and are not just trying to get their money.  Many times, people come into the store who have never read comics or haven’t read them in years.  They don’t know what they want and they don’t even know how to begin. With these people, I never make a suggestion right away.  I start asking them about what they like.  I ask what was the latest movie they saw or book they read that they really liked, that they recommend to everyone.  Then, I ask them what they liked about it, why they liked it.  I listen carefully and then I start suggesting titles that fit into the same category.  This is why it is very useful that I’ve read things I don’t like.  No matter what they like, I’ve read at least one or two things that fit into the category that I can suggest to them.  

Fourth, again, put your opinions on hold.  Show them something you hate but that you think they would like with the same enthusiasm as you would show them something you like.  Focus on the fact that you are making a customer happy so they will give you the money to pay your bills and so they will tell their friends to come to your store and spend money.  

All of this advice works for games as well.  

Bottom line, though, is that you can like whatever you like on your own time.  However, when you’re dealing with a customer, you’re on their time and you need to focus on making them happy and want to return and want to bring their friends back and spend money so you can pay the bills.  So don’t tell a customer what they like, don’t be an elitist that lectures customers on what’s good and what’s not.  That won’t work and it will only annoy your customer.  Find out what they like and give it to them no matter how much you disagree with their taste.  It’ll improve your store’s reputation and your bottom line and, in the end, that’s why you’re in business or have the job... to pay your own bills and support your own collection.

The opinions expressed in this article are solely those of the writer, and do not necessarily reflect the views of the editorial staff of ICv2.com.