Five things any Retail Salesperson MUST know about their customer before demonstrating any product.

For those of you who have heard this before, ssshhhh!!!

It is of course, a trick question.

Now some of you would say that 5 is not enough, and I agree. However, 5 is enough to remember at least 3, and 3 is a start to a great conversation. Getting engaged in a conversation, a genuine, curious, fun and intelligent conversation should be your first goal. With most anyone, I might add.

So what are the five things you should know about your customer before showing them any product ?? . . . Anything!

Although pertinent and relevant information is a goal, it is not the primary goal at this point. Let me tell you why.

Imagine you have just stopped in to one of the two hot tub retailers you decided to visit after extensive research online. The staff is courteous, they answer all your questions, show you a couple of spas after a few questions of their own, they demo a couple of hot tub choices and even let you sit in one. They ask you for a deposit and you leave with a quote, maybe a brochure, and of course, the Special Deal that they can only offer today, this week, or until the Special Sale ends.

On your visit to the second retailer the staff is just as cordial and answers a couple of your questions, they even ask a few.

But their questions are different from the first retailer. They don't ask you about what 'brought you in' or even 'what you're looking for'. Instead they ask you 'how are you doing?' They ask about your car, (one of the salespeople is a fan). They ask you about your house, where you live, and if you'd like a coffee, or maybe a water.

They bring you a latte, and you tell them where you live, and instead of trying to relate that to their new hot tubs in stock, they tell you they love a certain restaurant near there and ask if you had ever been. You tell them that you also love the restaurant, and you always order the pizza .

After some other interesting topics, the conversation turns to hot tubs. But the questions are a bit different. After most of the questions regarding preferences, they ask why you want each one. After each answer the salesperson thinks for a moment before asking another. Before even showing you any hot tubs, the salesperson asks one more question, "Do you have questions, is there anything I might have missed?"

Now unlike the first retailer, who narrowed the choices down to just a couple of products and focused on explaining each feature, attaching a value, and a perceived benefit, the second retailer does a broad stroke. They explain the different lines, where they fit in the spectrum of quality and value. They talk briefly about after the sale service, auto shipping watercare, and the troubleshooting page on their website. Even though they have used the information you conveyed to them, they don't make choices for you. Nor do they focus on any brand, line, or model, but rather educate you on generalities and then let you drive the conversation to narrow the choices. It's much more of a conversation, and it seems more fun.

The first retailer has given you a good demo of their product, and you know a few things about a couple hot tubs.

The second retailer has given you a great conversation and a coffee. Then they mainly talked about you and your needs. You feel educated, and like you picked out the choices, not them.

Who would you rather deal with over the next 5 to 10 years?

Listening creates much more connection than talking, and it nurtures that all important TRUST that ultimately builds long term relationships. Unfortunately you can't fake connection, it must be real.

If getting engaged in a real conversation is goal 1, then building and maintaining that connection is goal 2, 3, 4, and on and on.

Being Real, Authentic, Honest, Trustworthy, these are essential qualities for a good life. Not coincidentally, they also happen to be attributes of a winning Salesperson. It is also almost impossible to fake over the long term, so be real, and you will win the TRUST of your customers, and of course, the sale.