ut their purchase after hearing a remark like that unless they are convinced that it is exactly what they need and want.

These examples show us the importance of fully answering our customers’ needs and of making them feel good about their choices.

Fear of being cheated

Customers don’t want to end up feeling shortchanged with products they won’t use or with low-quality me

Obstacles to buying

Customers can be reluctant to do business with you for various reasons: fear of the unknown or of being cheated, concern about other people’s approval, and uncertainty about your competence as a sales professional. If you are aware of their concerns, then you can react accordingly to reassure them.

Fear of the unknown

The first uncertainty new customers experience is the fear of doing business with an unknown company. They wonder who the company is exactly, whether its sales personnel is competent and honest, without being pushy, and whether its merchandise is of good quality. They have so many reasons to hesitate before even entering the store.

Need for approval

Customers are also concerned about meeting with disapproval because of their purchases. Imagine a female customer, for example, who comes into your health-food store complaining of fatigue and low energy levels. After consulting with you, she buys $100 worth of naturopathic remedies. Satisfied with her purchases, she nonetheless worries about what her husband will say when she comes home with all these products. She could meet with a negative reaction along the lines of “Why did you buy all this stuff? We have a healthy diet already, full of fruit, vegetables, and fibre. What else do you need?”

Consider another example, regarding furniture this time. A couple of customers buy a new living-room set, but when their friends see it, they say, “It’s nice, but the style’s kind of young for you two, isn’t it?” The couple might not feel so enthusiastic about their purchase after hearing a remark like that unless they are convinced that it is exactly what they need and want.

These examples show us the importance of fully answering our customers’ needs and of making them feel good about their choices.

Fear of being cheated

Customers don’t want to end up feeling shortchanged with products they won’t use or with low-quality mer

inty new customers experience is the fear of doing business with an unknown company. They wonder who the company is exactly, whether its sales personnel is competent and honest, without being pushy, and whether its merchandise is of good quality. They have so many reasons to hesitate before even entering the store.

Need for approval

Customers are also concerned about meeting with disapproval because of their purchases. Imagine a female customer, for example, who comes into your health-food store complaining of fatigue and low energy levels. After consulting with you, she buys $100 worth of naturopathic remedies. Satisfied with her purchases, she nonetheless worries about what her husband will say when she comes home with all these products. She could meet with a negative reaction along the lines of “Why did you buy all this stuff? We have a healthy diet already, full of fruit, vegetables, and fibre. What else do you need?”

Consider another example, regarding furniture this time. A couple of customers buy a new living-room set, but when their friends see it, they say, “It’s nice, but the style’s kind of young for you two, isn’t it?” The couple might not feel so enthusiastic about their purchase after hearing a remark like that unless they are convinced that it is exactly what they need and want.

These examples show us the importance of fully answering our customers’ needs and of making them feel good about their choices.

Fear of being cheated

Customers don’t want to end up feeling shortchanged with products they won’t use or with low-quality me

h disapproval because of their purchases. Imagine a female customer, for example, who comes into your health-food store complaining of fatigue and low energy levels. After consulting with you, she buys $100 worth of naturopathic remedies. Satisfied with her purchases, she nonetheless worries about what her husband will say when she comes home with all these products. She could meet with a negative reaction along the lines of “Why did you buy all this stuff? We have a healthy diet already, full of fruit, vegetables, and fibre. What else do you need?”

Consider another example, regarding furniture this time. A couple of customers buy a new living-room set, but when their friends see it, they say, “It’s nice, but the style’s kind of young for you two, isn’t it?” The couple might not feel so enthusiastic about their purchase after hearing a remark like that unless they are convinced that it is exactly what they need and want.

These examples show us the importance of fully answering our customers’ needs and of making them feel good about their choices.

Fear of being cheated

Customers don’t want to end up feeling shortchanged with products they won’t use or with low-quality me

along the lines of “Why did you buy all this stuff? We have a healthy diet already, full of fruit, vegetables, and fibre. What else do you need?”

Consider another example, regarding furniture this time. A couple of customers buy a new living-room set, but when their friends see it, they say, “It’s nice, but the style’s kind of young for you two, isn’t it?” The couple might not feel so enthusiastic about their purchase after hearing a remark like that unless they are convinced that it is exactly what they need and want.

These examples show us the importance of fully answering our customers’ needs and of making them feel good about their choices.

Fear of being cheated

Customers don’t want to end up feeling shortchanged with products they won’t use or with low-quality me

ut their purchase after hearing a remark like that unless they are convinced that it is exactly what they need and want.

These examples show us the importance of fully answering our customers’ needs and of making them feel good about their choices.

Fear of being cheated

Customers don’t want to end up feeling shortchanged with products they won’t use or with low-quality merchandise. They hesitate before handing over their hard-earned wages to a salesperson, so you have to reassure them by suggesting items that meets their needs and by showing them the quality of your merchandise. Sometimes it will also be helpful to talk to them about your satisfaction guarantee.

Uncertainty about your competence

Have you ever asked a salesperson a question about a product only to see this supposed expert read the label right in front of you? It is not a very reassuring sales technique, to say the least!

When customers come into your store and ask for advice, they want to deal with a person who knows the merchandise. You have a key role to play as an adviser to your customers, so it is important for you to know your products well. If you do, and if you have a good general knowledge of the range of similar items, then you will win the confidence - and the business - of your customers.

How to reassure your customers

Customers need to be well informed and reassured about their purchases, so you need to be up-to-date and knowledgeable about your products. Concentrate on identifying their exact needs, then offer them the best possible item to meet those needs. As you conclude the transaction, mention your satisfaction guarantee, your returns policy, and any personal assistance you can offer them so that your customers leave the store feeling confident.

Copyright 2007 - Daniel P. Baril