When I was in college I worked selling clothes in a menswear shop. When I started, my natural approach to a customer was the common phrase”Can I help you?” to which I would get the common phrase “No thank you, just looking.”
I soon learned that if I wanted to engage the customer I needed to develop a relationship. Essentially I was running my own business since we worked on commission. And just like every successful entrepreneur, I had to determine the customer’s need and present a benefit to satisfy their need.
Soon my approach was to guide the customer by telling them what was new in stock or what might be on sale. ‘Hello there, men’s trousers are through to the left, shirts are straight ahead, suits are next to the shoes, over there. Is it anything in particular you are looking for?’ This technique allowed me to ferret out their need. Maybe it was a navy blue pinstripe suit or a tie for a particular shirt. This nearly always caused customers to tell me what they were seeking and allowed me to help them.
As I say in my seminar Relationship Selling, become a solution seller. Every potential customer has a need otherwise they would not have come into your shop, sent you an email, or called you on the phone. It’s up to you to determine the need and present the benefit your product or service can provide. Chances are the sale is just waiting to be consummated.
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