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"Just Looking" - I Doubt It
June 17, 2007

When a potential client tells a salesperson that they are just looking, I really doubt that they are really just looking. When a customer approaches a business or a store and says they are just looking, what they are looking for is to buy the product or service that the business sells. Yet, many salespeople take the old, wore out saying for face value and let them "just look". When a potential client makes contact with a salesperson the salesperson's first goal is to stimulate conversation. The customer's mind, due to fear, previous bad experiences, or numerous other reasons, tells them to use their defense mechanism and tell the salesperson that they are looking. The customer needs to know that you are not the pushy and aggressive salesperson that they have encountered in the past, you are simply a delivery agent for your product or service.

In order to eliminate fear and/or start to create some kind of person-to-person relationship, the salesperson has to stimulate conversation. By saying something like; "We always welcome lookers, let me tell you where you can find things to help you look", then give them a verbal map of your business. By giving them a verbal map of where they can locate things they are looking for you may break the resistance and start a conversation. Another example for this type of selling situation or for others where there is nothing physical to look at, start selling yourself. Tell them a few of the great things about dealing with you and your company. Again, we are trying to stimulate conversation. Then try to start a non-business conversation about something important to them. Current events, sports, holidays, pictures on the wall, sincere compliments about something you notice about them, their family or children, their home, business, occupation - whatever - find something to talk to the customer about. 

People do not go into, or contact businesses, when they don't have some conscience or subconscience want, need, or desire for the product or service that the company sells. Look at your own buying habits. I personally have never been in a wildbird store, fabric store, walked on the lot of a rolls royce dealer, been to an Morrocan resturant, contacted a time-share organization, contacted a commercial realtor, etc. Only because I have never had a need or desire for these products or services.

If you start a sales presentation with the attitude that the potential client is just looking, you may be proven correct. If you approach every sales presentation with the attitude that the potential client wants to buy your product or service, you may be proven correct. Something to think about.
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Posted by Brad Huisken on June 17, 2007 | Comments (0)