THE IN-STORE EXPERIENCE | DAN MANN
The Power in a Question
I
bought a chainsaw today. It’s nice, too: 50 ccs. Orange and White. I’m excited about clearing my property, cutting firewood, and having a brand new way to wake up my teenage sons in the morning. But, I digress. I want to tell you about my shopping experience. I had gone to four (4!) stores to look at my options. Since I am a novice in this field, I requested help in every location. Every salesperson was knowledgeable and (mostly) willing to answer my questions. They knew the terminology. They knew the features. They knew how chainsaws worked. I spent a little In every case, once I stated that I more money was shopping for a chainsaw, the than I had salesperson began talking. He would tell me about the features, options, intended, brands and the different models that but I was were available. He would then point well served to the different models that were in stock and let me know that he would be available if I “had any other questions.” But I still wasn’t finding a chainsaw I was comfortable buying. Something interesting happened during the 5th stop. The sales person asked ME a question: “What are you going to be using this for? What kind of cutting will you be doing?” This was the first sales person to ask me a question. Once I answered the question (“harvesting timber in the Maine wilderness…”) he was quickly able to edit his product offering down to the three best choices for me. Together (through a series of questions) we fine-tuned my needs from there, and the best choice for me became very obvious. I spent a little more money than I had intended, but I was well served, bought exactly what I needed and gained a local resource for all my firewood/chainsaw needs. Plus, this store gained a highly loyal customer. Asking your customer the right question focuses the attention on them. Just imagine the impact your business would make if you could actually focus your attention on your customers. I promise you, it would be a rare experience for them. Asking your customer the right question gets them talking. This is the real secret to a great customer experience. If THEY are talking and YOU are listening, then you are already light-years ahead of the competition. Everything that happens after this is going to be good; trust me. Asking your customer the right question builds rapport. They talk; you listen. The more they talk the smarter you are. If you are listening and interested, then you have created a connection. It is that connection which builds trust, credibility and relationship. That rapport is the foundation you will need when you begin to suggest product-solutions. Asking your customer the right question builds credibility. You develop insight. These days customers often walk into a store with a very low level of expectation. If they have shopped the competition, they’ve likely experienced poor, disinterested service. By asking great questions, you have already distinguished yourself as someone with insight and perspective. The customer NEEDS your help. This is exactly what happened to me during my chainsaw shopping. Asking your customer the right question helps you learn your customer’s needs. Asking questions and listening also does something else that is www.sportsinsightmag.com
crucial: it helps you to LEARN. Now that you know something about this customer, you can actually begin to meet their needs. Asking your customer the right question increases the possibility of a sale! Unfortunately your customer has other options. They likely can buy your products in many places. Once they are in your store, you must give them a REASON to purchase NOW. Interacting with the right question increases that likelihood. Just exactly WHAT is the right question? Well, every customer is different and every salesperson is different, so there are no absolutes. • The customer has to allow you to help them • You need their help to select the right product • We do not want to sound “scripted” or fake In my situation, I was expecting to receive the same “technical” help I’d experienced in the previous four stores. When the salesperson leaned back and asked, “What are you going to do with this chainsaw?” I relaxed, thought about the selection in a different way and smiled. We were off to a great start! He had asked the right question! You see, there’s power in the right question. 3.8 horse power to be exact! l
Dan Mann is the founder of The Mann Group, a leading retail training and education company that focuses on results. He began his career as a teacher. His goal? To create leaders. That same goal followed him to his next job at Bachrach, where he led the largest privately owned men’s clothing chain, to great success. His company, TMG, is a nationally known leader in helping retailers get results. May/June 2011 ~ Sports Insight • 15