While in a store I overheard a salesperson talking with a customer about some newly arrived products. She told the customer that she loves the design but hates the new colors.
A bit later, another salesperson showed a different customer the same products and talked about how much she looooooooved the new products and colors. (That was exactly how she said it.)
Guess which of the two customers ended up being more interested in the new products? You’re right!
I bet the first salesperson isn’t even aware that sharing her perspective influenced her customer and may have cost a sale.
Does that mean we shouldn’t share our perspective? Absolutely not. I think your point of view is extremely important since you are an expert on the products you sell. But you have to use that perspective in a way that will add value to the customer’s shopping experience.
Here’s an example. I met a woman who just loved a particular line her store sold. She was so passionate about the line that she showed it to just about every customer she met. It didn’t matter what you came in for, she found a way to get most customers to look at this line.
She wasn’t pushy or obnoxious. If her customer was in a hurry she didn’t bring it up. But when she had the opportunity, she didn’t miss showing it. She showed the products with such energy and joy a customer couldn’t help but be interested.
But here’s what made this woman so successful. After sharing her perspective she then discovered the customer’s. She understood that it is the customer’s perspective that ultimately matters. She would ask questions like “What do you think?” or “Isn’t it beautiful” or “Does this look like something you would enjoy?” If the customer said “yes,” she would then ask more open-ended questions to discover exactly why the woman liked or didn’t like the products. With those answers, she would find the right product for her customer.
Even more important, she listened to the customer’s answer and then used the information. I know that doesn’t sound earth shattering, but some salespeople don’t listen since they’re too busy talking or thinking of talking.
Here’s my challenge for you this week. Practice sharing your perspective to engage a customer with one or more of your favorite products. Then make that transition to discovering your customer’s perspective by asking both closed and open-ended question. And last but not least, take what you learn and recommend the best product for that customer based on their perspective.
