One Minute Customer

Imagine rushing inside an art gallery and leaving only after a minute or so. How much information will you be able to absorb and recall of your visit? Not much!

In these “fast times”, a fast and quick service doesn’t really work well at every business. At some places it actually backfires and marks a huge indentation in your bottom line. Retail is one such industry.

The brain is programmed to “slow down” when we visit museums, theme parks and fine dining restaurants with great ambiance. Slowing down process unwinds people and they remember more of the experience. Men are generally fast shoppers compared to women. Sales consultants must understand this; the more you slow down and keep a customer inside your store, the more they observe. The more they observe, notice and listen to suggestions given; the more chances you will have to sell and upsell your inventory.

In a very recent training session, I taught the sales teams of an emerging local brand on how to do just that. Consequently, their floor traffic increased and sales figures started rising in significant numbers. But the burden lies on the shoulders of sales consultants to turn a one minute customer, into a one hour customer.

7 Magical Rules To Influence Retail Shoppers

Tear up your sales script. Yes, you still have to qualify and close but a sales pitch makes you sound like an automaton. Every situation is unique. Every customer is different. Show some creativity and remember these very important rules:

Rule # 1: RELAX YOURSELF FIRST – Never ever sweat or get all excited when you see a customer. Do not assume anything. Greet your customer like you would a family member or your best friend with a winning smile. If you are agitated, nervous or want a goose which would lay a golden egg fast; you will lose in all likelihood. As soon as the customer walks in your energy field (and shake hands) much information gets exchanged right at that point. The customer will know if he or she is being rushed or if you are agitated. He will also start to feel agitated (on the subconscious level) and start walking towards the door in about a minute. But, if you are completely relaxed and calm, and mentally suggest facing the incoming customer: “you have reached the right place - stay as long as you wish”; the customer will also “feel” that message subconsciously and through your body language. That will, consequently, relax him. Decisions are made when people are calm and peaceful. Remember, a sale is a side-effect of great service. Connect with people on an emotional level. Sale happens automatically without even trying.

Rule # 2: LISTEN – Listening is a skill. The more they talk, the more they open up and the more information you will have. Even if they say that they are only window shopping; that is a great opportunity and not loss of a potential sale. Acknowledge that with the same winning smile. And when the customer senses and observes no change in your behavior; your acknowledgement relaxes them further. Now you are gaining ground towards friendship and brand loyalty. Say … “Please go ahead! Feel free to look”!

Rule # 3: SUGGEST - Remember the goal is to keep customers inside your store as long as possible; even the window shoppers. When I worked the floor, I always made suggestions to my window shopping clients. If you work in a store where there are multiple floors – or a basement - for a different line of merchandize, politely suggest that they also visit those areas, certain sections, and get a good feel of the brand. 70% of the time, after I managed to keep them in the store by fully relaxing them, they came back to me with a question. And the same “window shoppers” magically reappeared in store the following day or the same week and made a purchase.

Rule # 4: PROJECT AUTHORITY WITH RESPECT – As a sales consultant you are in a position which gives you power. Project your authority wisely. Mentally say to them: “I am in command”. They are in your domain. They have stepped inside your kingdom where only you are in-charge. In client communication, choice of words means everything. Confidence speaks for itself. Most of the time they will have trouble deciding. Ease their confusion by giving them useful suggestions confidently. Don’t push anything on them which they do not like. Close your sale by giving them two choices from which they have to select one. If buying two items, suggest three best ones and help them with their decision. Keep into consideration their buying power and guide them as if you are working for them. Do not sell something which they will not use. The buyer’s remorse will set in and the product will be returned or exchanged. Engage with your client like a best friend would. Do not lose your market credibility.

Rule # 5: EXPECT FOOTFALL – The law of expectation is directly applied here. Expect things to happen and they will. Expect and believe that you will rise above your weekly/monthly sales targets and you will. Expect and believe more clients are walking through your door everyday to meet you - and that shall happen. When people stay inside your store longer; more arrive. FEAR is the mind killer and will rob you of your motivation in sales of any kind. Nervousness is fear - so is agitation and confusion. Clear your thought process immediately. Do that on a daily basis and clients will gravitate towards you, word of mouth will spread and customers will “feel at home” being inside your business place.

Rule # 6: HANDLE MULTIPLE CLIENTS WISELY – Sales consultants become nervous in handling multiple clients. If you are already handling two customers and see a third one walking inside; do not sweat. Wave “hello” to acknowledge their presence and in about a minute walk over to them with a suggestion. I used to say (after greeting): “The new arrivals are right in this area and the kids section is downstairs. Please give me a few minutes while I finish up, then I will be right with you”. Say it politely and confidently and they will follow your instructions. This opportunity will give them a breathing room and a chance to really look inside your store. They also noticed that you are engaged with two other separate clients. The holiday season retail traffic must be handled with extreme care. Every customer that walks inside is looking for an experience of your brand. And they will connect that experience with the sales consultant. As a rule; people buy salespeople first. ALWAYS!!! You can sell T-Shirts in the winter season if you give people the right suggestion which they find appealing and logical.

Rule # 7: VM AND WALL DISPLAYS – Your Visual Merchandizing must be like poetry. People gravitate towards beauty and elegance. Maintain your wall displays and frequently change them to give a different feel to the floor. No busy wallpapers or décor which takes attention away from the merchandize. Highlight it further with the right lighting and background. Here, your personal creativity comes into play. The front window’s VM must tell a story about the brand. It must be a strong psychological message to the people outside. Suggest creative ideas to the top management and store manager and learn about VM as much as you can. As a tactic, ask for a feedback from customers about your store displays.

Get their opinion and allow them to stay focused on the merchandize.

Avoid participating in politics and discords. That is the fastest way to ruin your brand name because it affects people mentally and leads one into a negative thinking pattern. Your sales will hurt. You will lose your power and confidence along with it.

  Dwarfs can often do the work of giants when they are transformed by experiential wisdom. But giants will only do the work of dwarfs when they lack knowledge