Increase the Buyer's Receptiveness

To increase a buyer’s receptiveness, a business has to take the findings of the points above and replace or correct any area that might be a concern for their customer. Every customer has anxieties when they meet a new person for the first time, or when they are in a new environment like a store or mall. This anxiety comes from the always present ‘unknowns’ with a new encounter. Many people have similar thoughts when faced with a new challenge (wondering if the new coworkers will like us, hoping not to say something ‘dumb,’ hoping we can find our way to the destination, fighting the uncomfortable feeling in large groups, etc.). We have all thought of or expressed these statements at one time in our lives. This is what defines our comfort zones. When comfort zones are challenged to expand we humans often fight the process. Many times we do not want to change from what is comfortable. The removal of any of these buying anxieties creates a more "Positive Sales Environment." The two major components of creating a Positive Sales Environment are: your store and the sales staff.

All customers have a natural resistance to "being sold." This resistance can be changed to a feeling of confidence when the customer is placed in a Positive Sales Environment. To guarantee the best possible chances of making a sale and having a repeat customer, you should: evaluate your store, both inside and outside, and evaluate your salespeople.

EVALUATE YOUR STORE or OFFICE

The best way to evaluate your store is to look at it from the customer's point of view. There are physical limitations to any location or building. The key is to work with what you have and make it as professional as possible.

Outside the Store

When you view the outside of your store, does it present the image you are trying to convey? The first impression is important. Are the building and parking lot maintained and clean with uncluttered entrances? Before you just say "YES," go outside with a copy of the evaluation form and see if your store is ready for inspection.

When customers see that you take pride in the outside appearance of your store, they will be eager to come inside. It is advisable that employees become involved in this process, too. Assign different employees the task of evaluation from time to time. Have them take the evaluation form outside and make a critical assessment and turn it in to management.

Inside the Store

View the inside of your store with a different perspective, too. The objective is to make your customers comfortable and relaxed. At this point, your store has passed the first test of the evaluation process: the outside of the store. The customer was comfortable enough to come inside. Once the customer walks through the entrance of the store this is where the "initial sale" is made. If the store has a positive environment the customer will stay; if not, they will find reasons to leave. If you watch customers who are new to your store, they walk through the front door and STOP on the door mat. At this time they use all of their senses to determine if they are comfortable or not. This area is referred to many ways: the "refuge," the "sanctuary" or "zone," to name a few. When they are in this area you should avoid contact with them. Once they leave this area you should then give them eye contact and welcome them to your store. Now it is time for you to visit your "zone" area and have the same experience as your customer. What do you see? How is the temperature? What do you hear: soothing music or other noise? Where are the salespeople, and what are are they doing? When you are ready we invite you to complete the full inspection of the inside of your store with a copy of the evaluation form.

Your Staff

Besides the store or office, the second major component in a Positive Sales Environment is the salesperson. Their evaluation starts by understanding the true job description of the salesperson. This is relevant because there are different types of sales. First there is the "clerk." Their primary job function is to exchange product for money as quickly as possible. Next, we have the "merchandiser" whose primary job is to answer simple questions that a customer will have and direct them to the area in the store where the product is located. They are also responsible for inventory control of the products that your business carries. Then we have the "sales staff" where their primary job is to help customers solve their problems with products and services you offer. This evaluation should be performed by management as well as the salesperson, merchandiser or clerk.

Problems can never be fixed if they are not uncovered, so review your PSE on a monthly basis and then fix the areas that need attention.