HAVE you ever had clients tell you how to run your business?

They come in to buy this and that… and… on their way out they turn around for the one last comment that goes something like this: ‘’Just so you know, your prices are RIdiCiLOus! The shop across the street sells for waaay cheaper!!’’

As if you didn’t know that…

If you’ve been at the front, comments like these whoosh past your ears. You go into ‘’ignore mode’’ and pretend you never heard them.

But what if… one day… you were to pay attention to what they say? Like, take the time to deeply listen to their opinions.

And who knows, perhaps you could learn a thing or two from these interactions.

So, what I can do for you today is help you squeeze the most out of every conversation you have with these folks.

That way, you have the finger on the pulse of your business; understand who you’re talking with, why, exactly did they came here in the first place, and how can you help them find what they’re looking for.

So, without any further ado, let’s dive right in!

Your Job Is To Sit, Observe and Watch Them Shop

… How many times have you gone into a store and had the clerk jump right up and bombard you with ‘’How may I help you today?’’ or have you try on their stuff.

I mean, I don’t want to come off as ‘’too disrespectful’’, but, thank you for your assistance, I just stepped my foot through these doors… and… I just want to walk the aisles and spot what I want first!

Why am I telling you this? I’m telling you this for your own good. So you can capitalize on mistakes made by others.

The trick is to let people browse through your merchandise in solitude. And believe me when I say this, they’ll seek your help when needed. You don’t need to follow around and bug them all the time.

If anything, it turns them off and makes them look for what they need elsewhere.

Distance Opens Up a Dialog!

Now that I’ve told you my perspective, you have something to think about. Perhaps my worldview leaves you puzzled, perhaps you think I’m wrong, but hang on with me for a paragraph or two as I further explain my thinking…

… You see, when customers have picked a thing or two from your shelves and interacted with the items at close range, they have a better idea of what you’ve got to offer.

So, let them find their own way with it! Let them experience the excitement of shopping and come to their own conclusions.

When you give them that space, you have a better chance of opening a dialog with them. It gives them time to think about the product, then they can talk to you about it.

Give a Helping Hand

When a customer turns to you for help, it’s your job to give them a helping hand. More times than not, it’s just a simple question that they need help with.

It could be anything from ‘’Does it come in a different color?’’ to ‘’For how long does the warranty last?’’

This completely changes the dynamic (between you and the customer). Now, instead of coming off as a predatory salesman, in their eyes, you appear as a trusted consultant. Someone they can trust with their wallet.

This sets you up for a conversation without pressure. They’ll feel that dynamic and will be more open to talking to you and sharing information that they otherwise wouldn’t have shared.

It’s a win-win for both you and the customer. You make them feel at ease, secure, and understood, and in return, they open up to you. That’s salesmanship.

Gather All The Necessary Information From A Customer

Now that you have earned customers’ trust, you can dig a bit deeper to understand their intrinsic and extrinsic motivations behind their potential purchase.

What that really means is, the question is, what is the underlying motivation here? Why is the customer looking at this particular product, right now? Why is it important to them?

You can’t pull an answer to this from a thin air, hence, it’s instrumental to ask them these ‘’research’’ questions. Try to get under their skin!

If you enjoyed reading this piece, you might like to check out our blog here.