How should I respond when a customer says they’re just looking?

There is very little difference between the experience of a first visit to a dentist’s office or an attorney’s or even a party full of people you’ve never met before. None of those things feel natural. None of them feel comfortable. Our instincts tell us to feel more at ease with the familiar, whether it’s people or environments, than the unfamiliar. And our bodies react that way no matter what we might tell ourselves. That same experience applies to a customer standing in your store. He’s a guest in your home, and he’s on guard. The guest is guarded until made comfortable.

One obvious way to make a customer comfortable is to say, ”Hello.” Sounds obvious, but too few salespeople remember to try. You’d be amazed at how many businesses don’t do it. Try a little experiment today and count the number of businesses that actually greet you, or at least acknowledge that you’ve walked in.

A guarded customer does not want to find common ground - but a customer who is “very guarded” is probably a very likely customer. Good news. Keep him more comfortable by acknowledging his beliefs. Your job is to establish common ground, allay fears and build a rapport with the customer. Selling is not about products, it’s about people.

Simply Complaints, Not Objections

So how many times a day do you hear, “I’m not buying today,” or “I’m just looking”? Don’t take it personally. Customers have their own reasons, and their own fears. Acknowledge them, put them aside and keep smiling. It is your job to show interest. They are opinions made stronger by fear. These are simply complaints, not objections.

A customer privately doubts you’re telling the truth. What to do? Still be responsible. You own the problem, it’s up to you to fix it, and you’re in control of the situation at all times.

In the back of the customer’s mind here’s what is happening: “This guy is going to pressure me. I don’t want him to waste my time. I don’t want to sit here for two hours. No, I don’t want to spend my time with him. Then I’ll have to buy it from him.” You can’t manage a customer until these complaints are dealt with.

Here’s a list of things a customer is afraid of.

• Making a bad decision.
• Being cheated.
• Looking foolish.
• Not being able to afford it, when he can.
• Feeling pressured.
• Wasting time.
• Feeling obligated.
• Not being able to say no.

In fact, customers are frequently more afraid of making a decision than spending money.

Nothing relaxes customers better than knowing you understand how they’re feeling. There are four things to remember every time you welcome a new customer.

• Make the buyer comfortable.
• Know why people are most likely to say, “I’m not buying today.”
• Know what people require to feel comfortable.
• Have a response for every complaint you get about your greeting.

Common Ground

Your duty calls for finding common ground with a customer. Common ground is defined as a foundation of shared interests or agreement. So common ground is when you and the customer agree, or come to agreement. Argue, disagree with a customer and common ground is impossible. If you think opposites attract in selling, think again. Common ground is essential to build trust and control.

The challenge is finding common ground with customers without wasting their time. This kind of conversation is hit or miss. “Where do you live? Where do you work? What a cute kid.” Nobody comes in to talk about their kids or home address. Try this instead: Be real.

What Do You Have in Common with Every Customer

So if you want to be real, what do you have in common with every customer who enters your door?

• The customer wants information from you. You have it.
• You and your customer want a speedy, efficient visit.
• You want to save your customer from making a bad decision.
• You do not want to pressure your customer.
• You and your customer do not want to waste time.

So, now it’s time for you to cover all of these shared points in your greeting - turn the customers’ negativity to a positive by doing so.