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The in-store customer approach is an essential step in the sales process, it determines whether the customer will pay attention to the seller and be willing to know about the products or services offered to him.

For sure, not doing the approach correctly can hinder, and a lot, commercial development, because there are two big mistakes in this phase: being invasive or omitting.

What is the customer approach?

More than a “Hello, how are you? I can help?”, the approach of in-store customers is the great differential that governs whether the sale negotiation will continue.

A person who is still undecided about purchasing your product, if well served, may feel more confident about closing. On the other hand, if it’s not attended to, chances are she’ll just say “I’m just taking a look” or “Okay, I’ll be back later” and we all know that never happens, right?!

So, the in-store customer approach is the service provided to a potential customer who arrives interested in buying something. The first contact between seller and consumer is the key to the success of the next phases.

The importance of the in-store approach

Taking the wrong approach causes a lot of damage:

  • Low conversion rate of contacts into customers;
  • Team demotivation;
  • Dissatisfied customers without solving their problems.

Now, see some special tips to boost your sales team and improve approach processes in stores.

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How to start approaching in-store customers 

Victor Vieira, founder of the Sales Specialization Institute, brings some techniques to correctly approach a customer after he enters the store, they are:

  • Become genuinely interested in what the other person is talking about;
  • Make eye contact;
  • Always smile;
  • Memorize the name you are answering from;
  • Talk about things that interest the customer;
  • Value and mirror yourself in the customer;
  • Understand the customer profile;
  • Be willing to serve;
  • Be true.

These are some topics, covered and broken down in one of the classes of the Specialization in Sales course at IEV, which are essential to create a connection with the customer.

Make a good first impression

Yes, “the first impression is what remains”, so, whim! Make an initial contact that surprises and is not just forced and expected cordiality . For this, start the preparations even before meeting someone.

  • Clothing needs to be suitable for the work environment. If it’s a store that sells social attire, the seller certainly can’t go in shorts, a T-shirt, and sneakers, but if it’s a sporting goods store, those clothes are more assertive;
  • Personal care, such as tidy hair and washed face, is essential for a good presentation ;
  • The smile cannot be missing! Show a calm and pleasant countenance, avoid personal concerns from altering your mood during office hours.

Another tip is not to cross your arms or stay closed to communication. Always be willing and ready to help the customer. Something that contributes a lot at this point is studying NLP, Neurolinguistic Programming, which seeks to understand behaviours and how you can act in different situations.

Know your product and company well

One of the main mistakes observed in a commercial environment is the team not knowing where it works and what it sells. 

Without mastery of institutional information, sales will probably not happen. If the customer asks something and the seller cannot give all the answers, his credibility drops and consequently it is more difficult for the consumer to open up to the sale.

So, the essential information that every sales professional must know to make a good approach to customers in store are:

  • The company’s history;
  • Why the name;
  • The founder and his story;
  • The commercial team;
  • The products or services sold;
  • The market situation and competition.

With this information ingrained in the salesperson’s mind, approaching customers becomes more secure.

Understand what is your difference

You already know all the products or services sold, but that’s not enough, because the customer can read this data on a web page. So, find out why what you sell is the best option for your audience. What sets you apart in the market?

Here comes the issue that it is essential to be aware of the competition, not to speak ill of it and make price comparisons, but to know what is offered by them and how you can learn from it.

Understand what makes you good and value it, and for what makes you bad, look for ways to improve.

don’t be a showman

When we think of a salesperson in the mivida islamabad , that highly expressive person immediately comes to mind, who can communicate with everyone who enters the store and always has the answer for everything? Sounds like a perfect seller, doesn’t he?

But, be careful that the ease of exposure and communication is not just that. Anyone who works in sales needs to understand that it’s not enough to get along with the public and put on a “show” if they don’t stop to listen to the other.

When taking an in-store customer approach, stop and listen to what they have to say, which brings us to our next tip.

make a consultative sale

The consultative sales, of course, are in the ranking of the main techniques that more system results in addressing the customers in shops. This strategy consists of being more than an “order taker”, as you must really help the consumer to find the best solution to their problems.

Try to understand why the person is looking for something and if it really makes sense for the demand he wants to meet. Ask questions such as: “What do you intend to use this product or service for?”, “Do you have any other options in mind?”. The purpose is really to understand her demands and needs.

Adapt the language to the customer

When communicating with a consumer, make sure you are speaking properly as per their profile. In general, the first step is to know who your ideal audience is. Through it, it is possible to know what the customer’s characteristics are, what he consumes and likes.

Of course, not all shoppers will be the same but establish a language that speaks well to most. For example, if your store sells cell phones and electronic equipment, surely the vocabulary of the attendants needs to be supported by technical words that explain the technologies.

However, even having some language standards according to the company’s segment, each approach needs to respect the particular customer profile.

For example:

If you are going to serve a more objective person, who makes decisions based on reason and is not very emotional, it is necessary to be more direct, otherwise, she may lose patience and give up on the purchase.

Now, if the consumer is that person who likes to talk for long periods about life, the environment, about the products, about everything, adapt the service to him and show interest.

Good service is always adaptable to the consumer! 

Respect customer preferences

You already make the consultative sale, understand what the consumer’s profile is and how you can help them, but don’t go to the pot too thirsty, hoping to close the purchase quickly. Even if you’ve already realized that the product or service is perfect for the customer, respect the closing time.

In the approach, introduce yourself, establish the first contact, talk to the potential buyer. If he doesn’t want to be seen, give him space, don’t be on top of him following him all the time. Be at a distance where he can see you and ask for help if you wish.

Be very careful not to be present when requested, as this may make the customer withdraw from the purchase. 

Now, if he wants to be served, follow the tips already demonstrated and make a personalized sale to what he needs.

How to improve in-store customer approach

Did you like the tips for effectively approaching in-store customers? After doing all this, it is still possible to adopt more practices to continuously improve in this regard: do training!

Study the sales techniques that exist in the market and never stop seeking knowledge, because those who do not evolve are only those who conform to the state they are in.

With training, it is possible to learn new techniques for approaching customers, but also ways to improve all sales processes, taking your customer to the desired “yes”.

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