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Oh Shoot, It’s Another Customer.
I hope you find the following story as hard to believe as I did.
I was in a store one evening about 30 minutes before closing time when a customer walked through the door. To my surprise, I overheard one salesperson say to another, “Shoot, it’s another customer.”
The other salesperson responded, “I hope they don’t need any help.”
I know what you are thinking: How could this possibly be true?
I assure you, the incident is absolutely true. In fact, the only fabrication in the story is the salesperson did not really say “shoot.” They used another word that also starts with “S.” I changed it for publication.
Is it any wonder sales may be struggling in this particular store?
To me, this type of attitude is completely unacceptable. I work too hard and spend too much money trying to get customers through the door to tolerate a salesperson who views those customers as an inconvenience.
Think about what has to happen before that customer ever walks into your store. Someone has to create the need or desire to shop. Advertising has to be paid for. Marketing has to be planned. Social media has to be managed. The store has to be staffed and maintained. And, in many cases, that customer has chosen to walk into your store instead of one of the many other places where they could spend their money.
Then, after all of that effort, the customer walks through the door and a salesperson says, “Shoot, it’s another customer.”
That is more than a bad attitude. It is a complete misunderstanding of the salesperson’s job.
I am personally thankful for every customer who walks through the door. I don’t care how they are dressed or what color, shape, size, age, or weight they are. They are customers, and thank God they exist!
Every customer represents an opportunity. They may be there to purchase a $20 item, a $200 item, or a $20,000 item. They may buy today, or they may come back next week. They may become one of your best customers for the next 20 years. You simply don’t know.
What you do know is this: You cannot make a sale to a customer who isn’t there.
So why isn’t every salesperson excited when someone walks through the door?
I believe every customer entering a store should be viewed as something worth celebrating. In a jewelry store, it could be someone looking for an engagement ring. In a pawnshop, it could be someone looking for a loan, selling something, or searching for an unexpected bargain. In a furniture store, it could be someone furnishing an entire house.
Regardless of what brought them in, they are giving you an opportunity.
I was so curious about the attitude of these particular salespeople that I decided to strike up a conversation with one of them. I asked, “I’m curious. What possessed you to get into sales?”
The salesperson replied, “Basically, I’m a people person, and I really enjoy dealing with the public.”
Yeah, right.
I’m convinced!
But seriously, there is an important lesson here for every salesperson and every sales manager:
If you don’t like customers, you are in the wrong business.
And if you are a sales manager or owner, don’t assume that every member of your team understands this. Listen to how your salespeople talk when customers aren’t standing directly in front of them. Pay attention to their body language when someone walks through the door five minutes before closing. Watch what happens when the customer appears difficult, indecisive, or simply wants to look around.
That’s when you discover their real attitude toward customers.
The customer may not know exactly what they want. They may ask a lot of questions. They may take up an hour of your time and not buy anything. They may come in five minutes before closing. They may even be difficult.
They are still your customer.
And here’s the bottom line: Your business doesn’t exist because you have merchandise. It exists because you have customers who are willing to buy that merchandise.
So the next time the door opens and another customer walks in, don’t think, “Oh shoot, it’s another customer.”
Think:
“Fantastic! Another opportunity!”
Because that’s exactly what they are.
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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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