Calming the Retail Customers’ Fear of Purchasing

Posted onAuthorericw@specialtystoreservices.com

You have customers walking through your door every day. They are cordially greeted by you or your staff, they browse, they ask questions and, if all goes according to your plan, they purchase your merchandise. But sometimes they do not. Hmmm! What could be the reason for this? Perhaps you don’t have quite what they’re looking for…or perhaps they’re afraid. Not afraid of you or your oh-so-not-scary merchandise, but afraid of the item not working out for them, after all.
Let’s look at some reasons a customer might be afraid to purchase. They are afraid that:
    • the item may be less expensive elsewhere

 

  • their significant other won’t like it

 

 

  • it won’t match (their sofa, their pants, etc.)

 

 

  • they won’t know how to use it

 

Have a meeting with your staff and ask them why customers may be hesitant to purchase in your store in particular. Once you pinpoint possible reasons, you can prepare your solutions. For instance, if the customer fears they will find the item cheaper elsewhere, you can implement a price-matching program if you don’t already have one in place. People may be more inclined to purchase if they know that they will be reimbursed the difference if the same item is found to be cheaper somewhere else within the next 30 days (or whatever time frame you choose). If the item doesn’t match or their significant other doesn’t approve, let them know they’ve got nothing to lose by trying it out since they can always return their purchase for a refund or store credit. If the customer is nervous that he or she won’t know how to operate whatever it is they are purchasing, offer them a training session and let them know they can always call the store for assistance.

As we’ve all heard said “The best offense is a good defense”. Being prepared for any objection or fear that may pop up means that you don’t have to fear losing a sale.