Over the past few weeks, we’ve been talking about what we believe are the Seven Crucial Moments in the Customer’s Journey in your store. How you (or your staff) behave in these moments will likely determine:

-How long the customer stays in your store

 -How much the customer will spend

 -Your Net Promoter Score

 -If this shopper will return (stats tell us that customers typically  visit a store 4 times before purchasing)

 -If this customer becomes a lifetime customer

Today we complete the list with the final 3 moments:

4. Handling Objections- Think about what your customer is going through as they make their decision: “What if this doesn’t work?” “What if I’ve overpaid?” “What if I don’t use this as much as I think I will?” “What if I regret this purchase, what are my options?” 

When customers are facing these questions, they will take numerous actions to delay (or avoid) the purchase. Those actions sound like this: “I need to think about this.” “This is the first place I’ve gone to; I need to shop around.” “Let me think about it.”

In times like these, salespeople can misbehave. Your emotions take over and you can react with anger, disappointment, or judgement. None of these are helpful in that moment. Do this instead:

1. Make sure your customer knows that you have heard their concerns. Repeat what they’ve said and confirm that you understand.
2. Validate their concerns. If they want to take some time to think about this purchase, that’s a great idea. If you’ve built trust with this customer, now is not the time to lose it. Continue trust building by  understanding their reluctance. 
3. Be sure to offer any new information that they may not know. Info that would be important to their decision. Return policy. Guarantees. Service plans, etc. 

5. Outfitting-RECOMMEND!

You are probably most well known for being experts in your core area of focus. But half of your store is filled with additional accessories, options solutions, etc. When customers come to us asking for help how can we sell them additional products?

The word we're uncomfortable with is "sell". Customers don't like to be "sold to". We don't like to act like we're "selling". We can be more successful if we reframe our thinking in two key areas.

First of all, we have to remember what it is that we're doing. We are not just selling products. We are helping people meet their goals! Since that is the case, we SHOULD recommend what our customers need. We ask questions, we observe them, we listen to them and discover their needs. We earn credibility and establish expertise.

Secondly, let me remind you that when you reached into your fixtures and pulled out those first few products--you were recommending. When you suggested one product over the other, you were recommending. Why stop?

Remember these tips:

-When you are recommending something to a customer, do so IN CONTEXT. In other words, you should be suggesting a product in response to a need. This requires that you pay attention for opportunities when you are interacting with your customer.

-By asking great questions and listening well, you establish yourself as an expert. By fitting the customer well, you continue to prove that you are a valuable resource to help them meet their goals. Sharing your suggestions and recommendations to help them meet their goals is only natural.

-The most important goal is the customer's comfort. Whatever you do, make sure that the customer's needs are met, and they are enjoying their shopping experience.

-Making a recommendation doesn't necessarily mean that the customer has to purchase your suggested product today. But at least they will know that this is something they should consider in the future.

6. Cash Wrap

Once we get to the cash wrap with our customer, we tend to think that our work is done. Ring up the sale and collect the money, right? Not so fast….

By the time you and the customer are checking out, your customer has already made a commitment. The pressure is off. The conversation between you takes on a different tone. It is more relaxed—after all, they have said, “Yes”!

But the transaction is far from over. In fact, you could make the case that this is the most important phase of the sale. The customer is about to give you their money. It is important that you do your job well.

Remember these key concepts at checkout:

a. Repeat the customer’s name—and say, “Thank You”. Often.

b. Don’t just remind the customer of your programs, events and follow up…. actually, give them written information, and sign them up. Connect with the customer. Let them know which of these events you will attend and ask them to join you.

c. Point to areas around the cash wrap where products are displayed. Is there something there that the customer needs? Maybe there is something there that the customer doesn’t even know about. Educate! Inform!

This is simple, because you can simply point it out while you are working with the POS.

d. Often the customer will remember something that they need or want to look at while they’re at the register. Suspend the transaction and take the customer to that area of the store. There’s no time like the present!

e. If you collect email addresses, ask for it after explaining what’s in it for them! Asking, “Can I get your email address?” will most often be met with, “No, thank you.” Or “I don’t care to be on your mailing list.” But if you explain why you want it….what the customer receives as a result….and why it is to their advantage to do so, you increase your odds. “We would like to stay in touch with you about our upcoming events and education. If you would like to receive that information, may I have your email address?”

f. Put the product in the bag (with care!).  Walk around to the customer and thank them again. Hand them their purchase and say goodbye—on their side of the register counter.

There is no way to predict how a customer will act when in your store. There’s no way to anticipate a customer’s expectation. But if your team can be prepared for these 7 crucial moments you are more than likely going to be ready for anything your customer needs. And that is going to create a major advantage between you and your customers other options.