Outdoor retailers say that it’s that first impression — when customers first encounter a salesperson — that can make a real difference in whether customers stay and buy, or leave and buy somewhere else.
A spot check of three West Coast outdoor retailers shows that the most important detail is for the retailer to be intentional beforehand with how sales associates approach customers when the front door swings open.
Chad Scheinerman, owner of Today’s Patio in Phoenix, said that everyone who comes to his store can expect a greeting.
“It’s just an acknowledgment that we see them,” he said. “We are not high pressure. We prefer they have a little space to browse and make sure we are there to answer questions.”
Scheinerman said it’s a fine line between being helpful and being overwhelming.
“No one wants to be followed,” he said. “You need to find the right mix of helping the customer without giving the feeling that you are not following their footsteps. We find giving some space and checking in with them periodically works well for most.”
Scheinerman said that every customer is a little bit different – and being able to “read” the customer is somewhat of a skill so that the salesperson knows how to approach and handle each one. Some want more hand-holding, some want less.
“We believe in being ‘real,’ “he said. “We are not fans of scripts. They may work for some, but for us, we keep it to real conversations. Sometimes it’s not even about patio furniture, (it could be) where they are from, recent travels, kids, etc. Great ways to establish a relationship and then move into why they are actually in the store.”
Justin Aulakh, president of Classic Patio in California, said that in general, he likes to welcome the customers into the store and ask them if they are searching for something specific.
“If they do, then we’re there to help and if they’d like to look around then we can leave it in the hands of the sales associate to decide when to touch base with that consumer,” said Aulakh.
He said that it is a fine line between helping the customer and bothering them.
“Every client is different,” said Aulakh. “One couple might want to be helped the second they step into the store and every second thereafter, where another couple might truly just want to be left alone (maybe they’re fighting, who knows!). Both of these couples will be happy to purchase from you if you listen and respond to their needs.”
Aulakh said he prefers common sense to written-out scripts.
“The most important thing for anybody working in sales is to be attentive,” he said. “Pay attention to your clients and they will slowly show you the answer. A good greeting is always important to set a baseline relationship with a new consumer. With a simple greeting you’ll know about 80% of the time if this consumer needs a more hands-on or hands-off approach. After that, watching a consumer in your store and the way they interact with items that catch their eye will give you a strong idea of when and how to touch base.”
Kristine Schultz, store president and chief executive officer of Patios Plus in Rancho Mirage, California, said that her staff does a great job of engaging customers, first with a soft approach and then with a conversation.
“They are greeted and told the layout of the store and asked if there is anything special that they are looking for,” said Schultz. “Then they let them look and check back with them periodically. They never hover or bother the customer especially if they are wanting to look first.”
Schultz said the most effective conversations come when the sales staff finds ways in which they are similar to the customers.
“Our staff is good at finding a common thread with our customers,” said Schultz. “It could be the place of their primary home, a hobby, a sport, what brought them to the desert, anything they can bond over.”
