It never fails to amaze me when I walk into some retail stores ... how often I walk out again in less than a minute (with my cash and/or credit cards), due to the following reasons ...
1. No one makes the genuine effort to, first, smile and make a connection; second, ask if I need help with anything.
2. No energy. Energy 'begets' more energy. Enthusiasm generates more enthusiasm. I am more likely to stay and browse, even purchase something if there is an enthusiastic and helpful sales assistant.
3. No awareness. They are on the phone happily chatting away to their friend, partner, lover, etc.
4. No etiquette. They are on the phone with a customer, employer or spouse; instead of acknowledging my existence in the store, a vexed look is hurled my way, as I walk around the store.
In a challenging economy, improving the experience of your customer is one of the easiest ways to grow.
Customers buy Benefits and You
"Business should be practiced as an act of friendship, not just a process of negotiation."
~ Jim Cathcart ~
When a prospective customer walks into your store, business or health club, generally, they do not want to be sold. A prospective customer walks in and wants to know more about your products and/or services. They could be shopping around, comparing prices and wanting more information – primarily, they want to know that whomever they are speaking to – they like and trust (rapport is the linchpin to successful interpersonal communication). They will 'buy' YOU. Customers buy emotionally, and justify logically. Customers buy benefits in products, services and information. In contrast, a large number of sales people sell in the order of features, advantages and then, benefits.
Build relationships, not just make a sale
As you build rapport, take on the mantra that you are helping a friend. It is about leading and advising. Then allow them the space and time to make the decision. The sale will materialise, especially if they like you and trust you. And if it doesn't, let them know that it was a pleasure spending that time with them and they are welcome back anytime. If you lose that sale, don't take it personally. By generating good rapport and feelings, the customer is often likely to come back to you or recommend you to their friends. Make a point of keeping in touch with them by sending inspirational notes, recommendations and relevant information; personalise it.
It's very easy to get preoccupied with our sales goal, but lose sight of our purpose. To make a difference in people's lives; by providing a solution to a customer's problem, and by helping her achieve her goals.
Inspire, Excite and Delight!
"The individual in the organisation who connects, collects and nurtures relationships is indispensable. Only a human being can nurture relationships. It has to be done with flair and transparency, and it can't be done from a script."
~ Seth Godin ~ , author of 'Linchpin, Are you indispensable?'
Look out for Part 4 of this series. I am grateful to be on this journey with you. Carpè Diem.
About the Author: Xen (The X Factor) Angelides is the founder of X-Factor Human Performance Systems. Xen Angelides is a Business Development Consultant, a proven veteran of the fitness industry, an accomplished educator and professional speaker. As a certified results coach and master practitioner of neuro linguistic programming (NLP) and neurological re-patterning, Xen has helped many individuals transform their thinking and performance. If you would like to book Xen for a corporate seminar or training workshop, don't wait, act now. Contact This e-mail address is being protected from spambots. You need JavaScript enabled to view it or like his Facebook Fan Page.
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