{"id":8541,"date":"2019-09-18T16:03:31","date_gmt":"2019-09-18T16:03:31","guid":{"rendered":"https:\/\/www.stileitalianoocchiali.com\/cliente-attivo-chi-e\/"},"modified":"2019-11-15T09:34:22","modified_gmt":"2019-11-15T09:34:22","slug":"active-cusomer-who-is","status":"publish","type":"post","link":"https:\/\/www.stileitalianoocchiali.com\/en\/active-cusomer-who-is\/","title":{"rendered":"ACTIVE customer, who is?"},"content":{"rendered":"\n

Good. As the previous articles showed us which tools we need to use to bring the customer in our store, now it is useful to understand how to establish a relationship with them and turn them into active customers. Possibly, concluding with the sale of a nice pair of glasses with progressive lenses!<\/strong> ?<\/strong><\/p>\n\n\n\n

Nothing is\n ever easy though. A sale doesn\u2019t just mean giving some product in \nexchange for money. Selling is an art and so, even when it doesn\u2019t come \nnaturally, fortunately it can be learnt. You work closely with customers\n and tackle this topic every day, but have you ever thought about what \ntechnique to use, about an intelligent sales strategy?<\/p>\n\n\n\n

Not \neveryone realises that smart selling consists in the analysis of the \nperson you deal with, in understanding quickly what his needs may be, in\n being able to create new needs in the customer and suggesting the right\n product. That\u2019s the secret, leading the customer towards his choice. \nBut it\u2019s so difficult, isn\u2019t it?!<\/p>\n\n\n\n

A good \nsalesman knows how to sell. A great salesman knows how to sell himself. \nThe choice is yours; which of these two categories will you choose to \nbelong to? Being able to sell yourself means guiding the customer \ntowards their purchase. A technique that is surely effective in the \nsales phase. But how can you do it if every customer is a different \nindividual with a different approach to purchases?<\/p>\n\n\n\n

There are \ncustomers who enter your shop because they are accompanying someone, \ncustomers who are attracted by some glasses they saw in your shop \nwindow, customers who want to know if you sell a product that they have \nseen in the newspaper or worn by a friend, customers looking for the \nbest price and finally customers who need to buy a pair of glasses and \nhave decided to do it right in your shop. The last example seems to be \nthe easiest, right? If the client is convinced, has clear ideas and is \nmotivated, what else do you need to close the deal?! But things are not \nlike that and more than anyone else you should know it.<\/p>\n\n\n\n

Even \nthough a motivated customer looks easier to deal with, because he is \nconvinced and thinks he knows what he wants to buy, the truth could be \ndifferent. It\u2019s now that you need to play \u201cthe game\u201d.<\/p>\n\n\n\n

Even if \nthe customer has a specific model in mind or has already chosen, it \noften happens, especially in the eyewear sector, that the model he wants\n is not the one that suits him best, the colour doesn\u2019t go well with his\n hair or he simply does not like it anymore. Did you ever lose a sale at\n the last minute because of a disagreement, some misunderstanding or \nnon-alignment with the customer\u2019s needs?  How many times have you asked \nyourself what you could do to better understand the needs of the \ncustomer, to understand them even when the customer does not know what \nhe wants and even if he is convinced that this is not the case?<\/p>\n\n\n\n

In this \ncase, the only thing we can do is use a tricky communication technique \nthat in some situations, but not always, can prove to be very effective:\n delaying the time of purchase. When applied carefully, this technique \nis very effective. Beware though. It has some limitations that you need \nto take into account to avoid annoying or irritating the customer with \ntoo much insistence or with the wrong questions.<\/p>\n\n\n\n

The type \nof customer who is really perfect for this technique is the one who, \nentering your shop, does not want to disclose immediately how much money\n he wants to spend and maybe asks for a specific model. It\u2019s right then \nthat you salespeople have an ace up your sleeve that you can take \nadvantage of and take time. The people who ask for a specific model do \nit because they have already done some research on that product. It is \nappropriate then to establish a communication, apparently relaxed, based\n on anything that is not necessarily related to your products or the \neyewear industry. In this case it\u2019s important to establish a connection \nwith those in front of you.<\/p>\n\n\n\n

Ancient \nwisdom has it that the amount of time that passes from when you express a\n desire to when you satisfy it can only increase the pleasure of the \nfinal realisation. By delaying time with that customer, you can only get\n two precise results: on the one hand, you increase the customer\u2019s \nimpatience to have his request fulfilled (and you have to use caution \nnot to cause boredom or disappointment), and on the other hand, by \nshowing interest in him, you create a positive experience for him.<\/p>\n\n\n\n

A different case is when the customer, even before saying hello, asks for information, for example, about the cost of a product:
\n in this case, it is quite clear how \n\u201ccost-oriented\u201d he is and there\u2019s really very little you can do. It does\n not mean though that you have lost \u201cthe battle\u201d if the price does not \ncorrespond to what he wanted. You need to answer any question about the \nprice in a straightforward manner, paying great attention to non-verbal \ncommunication and trying to figure out what sort of reaction the \ninformation may have caused in him. The ability to observe can help you \nto regain lost ground as it allows you to understand if there\u2019s room for\n negotiation and a way to learn more about the customer and his needs. \nThe proper approach could be a question about what made him choose that \nspecific model. This can significantly help to establish a dialogue with\n him; a good step forward!<\/p>\n\n\n\n

If you \nextend the time between the customer\u2019s arrival in the shop and the \nmoment his request is satisfied, he will be affected by precise \ndynamics: the customer will transform from a \u201cmotivated\u201d customer to an \n\u201cactive\u201d customer.<\/p>\n\n\n\n

Sadly, \nthere are times when your proposal or the initial choice is not \nsatisfactory. What can be done if in the end the desired product is not \nsuitable? We need to provide an alternative!!! Things become more \ndifficult because a motivated client has just turned into a hesitant and\n disappointed customer. Suddenly, the certainty of having found the \nperfect pair of glasses for him has vanished. And now?<\/p>\n\n\n\n

There is a\n rule in behavioural psychology that says: \u201cgive other people a choice \nto make\u201d; it means that when facing a choice, our mind is manipulated \ntowards that option. Of course, it is the customer who in the end will \ndecide what to choose but the terms of the choice will have already been\n devised by you in advance. By then, you will have a great advantage.<\/p>\n\n\n\n

A great \nsalesman, through an open and reassuring attitude, including gestural \ncommunication, must be able to gain the customer\u2019s trust, making him \nunderstand that he doesn\u2019t need to be demoralised if he has not yet \nfound the right glasses. Your professionalism allows you to provide him \nwith alternative options that are based on the brief conversation you \nhad with him and your curiosity towards his needs.  This will allow you \nto make a final and decisive proposal. It\u2019s important that you give the \ncustomer time to make his own choice.<\/p>\n\n\n\n

That\u2019s it.\n Your goal is almost achieved because by doing so you have sent this \nmessage to his brain: Okay, this optician thinks like me and understands\n what I need, now it\u2019s up to me to make the final choice.<\/p>\n\n\n\n

It is a \nmatter of moments, intense tenths of seconds during which the customer \ndecides whether to play that game or move on. If he decides to play, you\n will have the opportunity to start a dialogue. The customer will be \n\u201cdriven\u201d towards a solution, whatever it is, though in line with its \nreal needs.<\/p>\n\n\n\n

This way it\u2019s quite likely that your goal will be achieved. You will sell the glasses and obtain an active customer who will feel important and unique. A customer who after this positive and satisfactory experience will certainly return to your shop!<\/p>\n\n\n\n

Check out our blog and stay up to date with the latest news<\/a><\/em>!<\/p>\n\n\n\n

<\/div>\n\n\n\n
\"\"<\/figure>\n","protected":false},"excerpt":{"rendered":"

Good. As the previous articles showed us which tools we need to use to bring the customer in our store, now it is useful to understand how to establish a relationship with them and turn them into active customers. Possibly, concluding with the sale of a nice pair of glasses with progressive lenses! ? 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