The Verbal Map

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The Verbal Map

Every salesperson has encountered the customer who says, “I’m just looking,” before you’ve even had a chance to introduce yourself. It can be frustrating, but don’t take it personally.

Customers say this for many reasons. They may have had a bad experience with an overly aggressive salesperson. They may be pressed for time. They may simply want to browse before engaging in conversation. Some people are naturally private, while others aren’t yet ready to make a buying decision. Whatever the reason, resistant customers are simply part of retail.

The challenge isn’t to overcome their resistance. The challenge is to find a comfortable, non-threatening way to begin a conversation.

Unfortunately, many salespeople choose one of three ineffective approaches.

Some immediately begin talking about promotions, today’s specials, or featured merchandise. Although well intentioned, customers often perceive this as a sales pitch and become even more guarded.

Others go to the opposite extreme. They respond, “Let me know if I can help,” then disappear or stand at a distance watching the customer. By the time the customer finally has a question, the opportunity to build rapport may already be gone.

Still others resort to meaningless small talk about the weather, sports, or some unrelated topic. Unless the conversation develops naturally, customers usually recognize it for what it is—an attempt to begin selling.

There is a much better approach.

I call it The Verbal Map.

Instead of trying to sell the customer, simply become their guide.

When a customer says, “I’m just looking,” respond with something like:

“That’s great. We always encourage our customers to take their time and look around. Let me quickly show you where everything is so you can easily find what interests you most.”

Then briefly point out the major departments or product categories in your store.

Jewelry Store Example

“Over here you’ll find our bridal selection. Along this wall is our fashion jewelry. Watches are in the center cases, our estate collection is toward the back, and if you’re looking for gifts, those are displayed along the right side of the store.”

Furniture Store Example

A customer walks into a furniture store and immediately says, “We’re just looking.”

Rather than backing away or launching into today’s sale, the salesperson replies:

“Wonderful! Feel free to take your time. Let me give you a quick layout of the store so you can easily find what you’re interested in. Our living room collections are to your left, dining sets are in the center, bedroom furniture is in the back, home office is along the right wall, and our recliners and entertainment centers are just beyond those displays.”

Many times the customer will interrupt and say:

“Actually, we’re remodeling our family room and are looking for a sectional.”

Notice what happened.

The salesperson didn’t ask a single qualifying question, yet the customer voluntarily revealed exactly why they came into the store.

Pawnshop Example

The same technique works just as well in a pawnshop.

A customer walks in and says, “I’m just looking.”

The salesperson replies:

“Great! Let me point out where everything is. Our firearms are along the back wall, tools are on the left, musical instruments are in the center, electronics are on the right, jewelry is in the front showcases, and collectibles and sporting goods are toward the rear. Our loan counter is right over there if you have any questions.”

Before long, the customer may respond:

“Actually, I wanted to look at engagement rings.”

Or…

“I’ve been thinking about buying a cordless tool set.”

Again, the customer volunteered valuable information without ever feeling interrogated.

That’s the beauty of the Verbal Map.

Instead of trying to pull information out of customers, you allow them to naturally tell you what’s important to them. The conversation becomes comfortable, helpful, and customer-driven.

The Verbal Map accomplishes several important objectives.

First, it lowers the customer’s defenses because you’re helping rather than selling.

Second, it demonstrates your knowledge of the store and positions you as a professional instead of someone trying to pressure them into making a purchase.

Third, it introduces customers to merchandise or departments they may never have discovered on their own. Many retailers carry products or offer services that customers simply don’t know exist because no one ever points them out.

Most importantly, the Verbal Map helps you earn the right to have a conversation.

Customers appreciate someone who acts as a knowledgeable guide rather than a pushy salesperson. When you make them feel comfortable, they naturally become more willing to share why they came into your store.

The next time someone says, “I’m just looking,” don’t hear it as the end of the conversation.

Hear it as an invitation to become their guide.

You’ll build more rapport, uncover more opportunities, and ultimately make more sales.

Be sure to go to https://principlesforbusinessandlife.com/ – click on Our Viewpoint Newsletter and read a terrific article Titled:

The Value of Showing Up – By Bryan Dodge of Dodge Development

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