How To Sell to Today's Wary Consumer

If you're a salesperson today, you face changes in consumer behaviors that are being driven by a scarcity of time, an abundance of information and a general skepticism toward being sold. Shoppers demand more convenience, knowledge and candor from the people they do business with than ever before. That means your job is to establish rapport, answer questions and develop trust with shoppers who are probably in a hurry and typically know a lot. Of course, trust isn't a given; it has to be earned. There are some time-tested skills and behaviors that can make your job easier. Here are a few tips to enhance your customer interactions today.

* Don't behave like a "salesperson." There are a host of things that remind shoppers of negative salesperson stereotypes. Top of the list is:
"May I help you?" Don't ever say it. Groups of salespeople congregating on the showroom floor is also a bad idea. Instead, stay active, give shoppers a little space, be attentive and greet people like a real person would. Say something natural like: "Hi. Good afternoon. How are you doing?" Then focus your attention on them and show that you really care about their needs.

* Listen more than you talk. When we recommend products without listening it becomes obvious that our advice is designed to direct customers to the products we want to sell rather than the ones that meet their requirements. Shoppers tend to resist that approach. Instead, take a few minutes to understand their preferences and expectations.

* Knowledge is power. The more you know the easier it will be to match the customer's preferences and tastes to the product that will deliver the goods. Stay up-to-date on your products by making the most of every learning opportunity. Remember that you are responsible for your own learning.

* Become a professional problem solver. Understand what is creating any customer reluctance and then use your know-how to create a solution. Listen to their objections, restate them to make sure you understand, then use the phrase "what if we . . ." to lead into your best solution or suggestion.

* Make it easy for customers to buy. Once you've listened, offered a logical option and solved any problems, the trust you have developed makes the buying decision the next natural step. Customers will often begin the process on their own with questions about warranty, price, financing or delivery. If not, you can ask them if they have other questions. Prompt them with conversational suggestions. The cliché "cash or charge?" is an example of a question that gives the customer two positive options. Your version could be "Would you like it delivered or will you be taking it with you?" You could ask, "Which color, size or style have you decided on?" If all else fails a simple "Why don't we wrap it up?" could be just the cue the customer needs to help them finalize their decision. The key is to always ask.

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