NFIB

Selling to Customer Categories
12/ 02/ 2002

by Vicki Gerson

Over the past decade, many large stores have curtailed personal selling activity in favor of self-service and self-selection, a trend reflecting these retailers' efforts to control operating expenses. This means that shoppers have a hard time finding anyone who can direct them or answer their questions. This also means that your small business can have an important advantage over larger retailers in the area of customer service.

No matter how well you've done training your sales staff, there is always room for improvement. Help your employees recognize the types of shoppers who enter your store and how to sell to them accordingly.

Economic shoppers

These customers are most interested in price, value and merchandise quality. It is important that your salespeople point out these virtues in the merchandise when speaking with economic shoppers. For example, "You mentioned you are looking for a chair for your family room. Let me show you this recliner. It is made by a leading manufacturer, but because the line is being discontinued, it is being sold at 50 percent off its original price."

Relationship shoppers

These buyers prefer to shop where they are recognized and feel welcome. They like salespeople to see them and say, "Hi, Mrs. Jones. Nice to see you again. How can I help you today?" They seek personal attention.

These shoppers are delighted when the salesperson calls or sends them an email. "I thought you'd like to know this small vase has just arrived, and it would be a great addition to your curio cabinet." or "We just got in this dress that is perfect for the holiday party you were mentioning."

Apathetic shoppers

These people dislike shopping. They only shop because they must. For these customers, the most important store attribute is convenience of location and quick service. The salesperson who recognizes these shoppers can help them make a quick selection and make sure they are checked out quickly.

Hold a meeting with your sales staff and discuss the three type of shoppers who may walk through your door. Customer category recognition will increase sales and bottom line profits.

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