The more we understand why our customer is interested in a particular product or product category, the better we can help him/her find just the right products. And that will lead to more sales and more satisfied customers.
Sounds simple, doesn’t it? It does, but most sales associates only know what the customer is looking for. Good associates learn why, and the best sales associates ask the extra questions they need to discover as much as they can about what’s motivating the customer.
Here’s a quick example that demonstrates the power of multiple whys.
A woman walks into a specialty boutique and says she’s looking for a red dress. The associate only knows what her customer is looking for and presents four different red dresses.
A woman walks into a specialty boutique and says she’s looking for a red dress. The associate asks what the occasion is. The customer says she needs it for Friday night since it is her tenth wedding anniversary. The associate knows a little bit about why her customer is there and finds a beautiful red dress that will be perfect for dinner and dancing.
A woman walks into a specialty boutique and says she’s looking for a red dress. The associate learns the woman wants a dress for her anniversary dinner and then asks a few more questions. She learns that the woman and her husband are going away for the weekend without the kids, and also that she wants to be able to wear the dress on a cruise she’s taking in less than two months. This associate has learned a lot about what is motivating her customer to shop.
Think of all the possibilities this associate has for the customer. Since the customer wants to wear the dress for two special occasions the associate can show her shoes and perhaps a new handbag to go with the new dress.
But why stop there? A new nightgown for her special night away would be a perfect item to suggest. How about a gift for her husband? And since she’s going on two trips, now is the perfect time to upgrade her luggage.
Each associate talked with the same customer, but the one who invested that extra minute or two has the most opportunities and will probably deliver the best experience. Remember, the more you learn why, the more your customer will buy.
So let me ask, are you learning your whys?
