Sure, you know how to approach a customer. But do your helpers or volunteers?
Here’s 4 easy steps to teach them.
1- Let her get out of your landing zone. Whether you call it your entry, your foyer, or your landing zone, this area of your shop serves as a spot where a customer can pause and familiarize herself with the shop, its merchandise and layout. Don’t “jump” on a customer the minute she enters… give her time to acclimate. A friendly smile, a nod or a wave is fine, but let her catch her breath before you ask her to engage.
2- Greet her and make a neutral comment. “Nice/nasty weather,” “Cute purse/child”
- You are making yourself available, if they have a specific need or question.
- You are making yourself familiar, in effect “introducing” yourself as someone who can help them as necessary.
3- Let them look around. Keep an eye on them, and when they start looking at something, you can re-approach. Again, make a neutral comment. You don’t want to say “Isn’t that X great?” if they are thinking it’s the most hideous thing they’re ever seen. Instead, say something about it: “Isn’t that color combination something?”
4- Always, always, find out why they stopped in. You can go so far as to say We’re trying to make sure we carry what OurTown is looking for. Could you tell me what you had hoped to find here at MyShop? It will help us improve! Then keep specific track of the answers, and you’ll have a valuable information bank with which to make future decisions.
- This technique may well lead to a fresh entry on your want list. Great if it does, but let it come naturally… don’t expect a stranger to buy-in to your want list on her first, non-productive visit. She doesn’t trust you yet with her contact info.
- Physically tally specific requests: Formal wear, petite sizes, desk chair. Do NOT rely on your memory. Once you see a pattern to your answers, you can make better decisions on accepting, pricing, and store layout.
Auntie Kate The Resale Expert 
I do the same a Jacqueline. I say good morning or afternoon when they enter the shop. If they need help with anything, I am close by for suggestions or help finding something. Also, it’s always to mention their name when they come in, after 20+years dealing with people the first name basis always makes them feel comfortable .
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Bah, rag away, Kate, I can take it. The hardest thing to train staff is how to read a customer’s body language to determine if it’s the full 15-second pitch or the three-second one, and if she really wants any follow-up while shopping. Another hard one to train is the 70-100 names I’ve been able to match to faces of customers and consignors over the years. Nothing gets to ’em like remembering their name, I can assure you. They sure don’t do THAT at the big-box. But I’ve gotten rusty only being in my shop 2-3 days/month now, though.
There’s probably a point-counter-point to just about any bit of advice to retail. But for me, sincerity and earnestness mean a great deal in this “just another number” shoppers’ world of today. I don’t sell anything that anybody NEEDS… no milk, no bread or diapers. All we can sell is a nice experience, and be personable and friendly, and hopefully the shopper will find something she really, really WANTS. If not, at least they won’t say they were ignored at my store.
Rather than the generic, “what can I help you with today?”, I train my staff to use an open-ended question, like, “Have you been in our store before?” If not, they get the 15-second “elevator pitch” about our consignment boutique. If they have indeed been in before, we tell them just how happy we are that they chose to come back into our store. If they bring a new friend or family member, the “bringer” gets a 15% off any one item coupon. This is peanuts compared to what it costs me to bring in a new customer, and they are always grateful.
Brian, it’s best NOT to make your question something answerable by “yes” or “no”… but hey, if you find people don’t roll your eyes at the “elevator pitch”, go for it!
I find that trying to get their attention with an elevator pitch when they are standing right there DYING to SHOP kinda the equivalent of “Well, here you see in front of you a moderately tall, dark-haired, thirty-ish example of the human species, let me tell you how I ended up here”… (hope you don’t mind my ragging on you!)
I always make it a point to acknowledge my customers. I let them browse on their own. I don’t like someone crowding me when I’m shopping. I find if they need help they will ask me. I do keep an eye on them when I can. If they look lost I will offer help.
Perfect, Jacqueline! Now, these 4 steps, which break down what you are doing, will help you train your assistants to do it your way… and explain why, too.