Successfully Using Assumptive Language


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One of the differences between good and Extraordinary retail associates is that Extraordinary associates use assumptive language.  Extraordinary retail associates know that their store is full of wonderful products and that a customer who walks in the door is likely there to shop, not just kill a few minutes.  They’re not cocky or obnoxious or out to unload products on people who don’t need them, they’re confident.

Another difference between good and Extraordinary is the ability to help the customer visualize owning the product.  Visualizing helps the customer to make a purchase, which is one of our primary responsibilities.  And last but not least, it increases their conversion rate.
Here are some examples of how to use assumptive language.
Okay: All of our furniture is special order and takes eight weeks.
Good: If you see something you like we can order it.  It takes eight weeks.
Extraordinary: We’ll have your furniture delivered and set-up in just eight weeks.

Okay: You might checkout the new sundresses we just got in.
Good: One of these sundresses would be nice for your vacation.
Extraordinary: I have the perfect sundress for your trip to the Outer Banks. Which of these colors do you prefer?

Okay:  If you buy this necklace you might want to look at the matching earrings.
Good:  When you buy the necklace you might also want to consider the matching earrings.
Extraordinary:  When you buy the necklace you’re likely to want the matching earrings. Here, let me hold them up to your ear.

Okay: You might think about one of these mowers.
Good: I’d consider this mower or that mower.
Extraordinary: Based on what your needs are I recommend that you purchase one of these two mowers.
The stronger the connection you make with your customer, the easier it is to use assumptive language.  Maybe that’s another reason Extraordinary sales associate use assumptive language so often.
Here’s my challenge to you.  Listen to the language you and your colleagues are using with your customers and decide if your assumptive language is okay, good, or Extraordinary.

Have a great week!

Republished with author's permission from original post.

Doug Fleener
As the former director of retail for Bose Corporation and an independent retailer himself, Doug has the unique experience and ability to help companies of all sizes. Doug is a retail and customer experience consultant, keynote speaker and a recognized expert worldwide.


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