It is often pointed out that the main way to maximize profits is to work with existing customers and offer benefits that enhance their experience. The other incentives are ‘convenience with comfort and ease of presentation’. In online sales, effective strategies are called ‘Inbound Marketing’, selling to those who are looking to buy your product, are already in the market and are looking for a resource to obtain it. In-store or on-site sales are no different, they are looking for ways to improve a decision they have already made by improving those decisions.

There is a point of information saturation and simplification is needed to gain clarity, and knowing where to start is often difficult in the decision-making process. Define the need and understand what they are looking for.

1. Commitment: Give the customer a reason to do business with you and encourage them to come or call. This could take the form of choosing the right marketing strategy, things that will promote and build a relationship with the customer and trust you as a source for what they are looking to achieve.
2. Seek to Understand: Ask questions, assess specifically what they are looking for, and don’t be shy about digging deeper into their underlying motivation to find what they are looking for.
3. Reiterate what you just learned: ‘If I understand you correctly, what you want is…’ and have them confirm your understanding. In doing so, you are defining the solution you are going to present.
4. Offer and allow the customer to select the best option for them.
5. Confirm selection and eliminate contingencies (time, money, need).
6. Convenience: You will take care of it and offer payment alternatives such as cash, check, credit card and installments.
7. Just looking’ or ‘looking to compare’, be prepared to offer alternatives and help them evaluate product benefits and compare options, with a solutions-based understanding.