Just as in “Appeal” you helped the customer envision themselves using and enjoying the product, use the same attenuated language to help them envision the next part of the sale. Refer to a previous part of your conversation, and connect it to their future with the product, because of course they’re going to walk out with it. You might, for example, say something like “You’ll experience much less back pain while using this backpack.”
Guide the customer toward the cash wrap with your body language and your actuallanguage. You might say something like “Let me help you get these items to the front register,” and help them carry their merchandise in that direction.
It should be your priority to help the customer forget this is a business transaction and genuinely believe this is a relationship—because it is. Convey to them that you’re truly interested in their experience with their product and the outdoors! Say something like, “After you’ve hiked in these boots, come back in and give me your reaction. I want to know that this worked for you!” By indicating that you care, you develop trust and intimacy that will inspire the customer to return.
The focus through the “Relationship” portion of gear is on the customer’s useof the product. When are they going to use it, and how? Is there anything else they might need? If they commit to using the item, you know they’ll be back for more.
About the Author:
As a freelance writer and editor, Emily has the luxury of being completely mobile—but there’s nowhere she’d rather be than right here in Asheville (though she’s on the road more often than not). You’ll find her work in a variety of publications around town and the country, as well as in our monthly newsletter. In her free time, Emily enjoys exploring the mountains and valleys around Asheville and the cocktail bars and restaurants within it.