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When customers look to you as a professional, they're looking to see three things in you. First, they want to see somebody they can trust and confide in. Second, they want to see somebody that perhaps can answer the questions they can't figure out on their own. Third, they want to feel like they're helping as much in the decision making as possible. Don't make the mistake of high-jacking your customers’ minds. Here are a few ways to make sure that when you give tips to your customers, you don't end up turning them away.
1. Make sure you listen to what they're telling you. Many times it's easy to get stuck into a rut and prescribe the same thing for every problem. Much like a doctor in the midst of flu season, you can be bombarded with the same question or symptoms 20 times a day. Don't make your customer feel that this is routine, though. Make sure you make them feel like their problem is unique and a genuine concern of yours. Don't EVER just point and say, "Use that over there.” Go over all aspects of how to solve the problem and don't let the customer leave your store without a smile.
2. Sympathize. Make the customer feel like you're on the same level as them. Believe it or not, it's not always easy to admit that you need help with something, especially when it doesn't seem like it should be that difficult. When dealing with customers, make sure you add a little personalized touch with whatever your solution to their problem is. Try using lines such as, "I remember that happened to me once", or "My sister has the same thing in her yard." This will make the customer feel more at ease and not so guilty about having a problem.
3. Offer at least two different solutions to any problem. Instead of just leading your customers to one solution to the problem, let them make up their own minds as to what the best solution is. If you lead them to just one item (take for example someone needs instruction on what to fertilize their tomatoes with) they will feel a lack of control in the situation. By offering them two solutions to a problem, they can feel more in control of decision making, and in the end, they will feel more empowered by making a decision.
The mind of a consumer isn't a mysterious one. People who want to spend money want to do so happily and wisely. When it comes to spending money on something that isn’t exactly considered “fun,” it’s even harder to make it a pleasant experience. Help them make the trip to your garden center a mentally stimulating one. Chances are, they'll be back for more. Even more importantly, you might just make a friend out of it!
Nikki Weed is a horticulturist and professional adventurer who uses her experiences and knowledge to manage a successful garden center in Greenville, S.C. She can be reached at pepitaweed@gmail.com.