The biggest change in retail isn’t online shopping, it’s how online shopping has recalibrated the offline experience.
When your customers walk in the door, they have papers in their hands, pictures on their phones and prices in their minds.
They’ve already sold themselves. You’re just the concierge.
When that’s the case, the interaction changes.
Instead of selling, your job is to serve. To move heaven and earth to please the customer, regardless of how peculiar their request is.
Instead of asking, your job is to anticipate. To suggest unexpected ideas they may not have discovered in their initial research.
Instead of encouraging, your job is to empathize. To deliver piece of mind that confirms the decision they’ve already made.
Otherwise, customers will happily and hastily move on to the next guy.