Beyond Hello

Using Greetings to Ensure Successful Sales in Your Showroom

The way a customer is greeted in a retail setting can make or break a sale. Today’s consumers are faced with a wide variety of options when purchasing products, so it is increasingly important to make them feel welcome, cared for and important.

Why Greetings Matter

According to recent consumer research by the ALA BiNational Advertising and PR Program, only 20 percent of respondents reported they strongly agree showrooms have exceptional customer service. Greetings are the customer’s first impression, they are critical in setting the stage for the interaction and the sale.

Lighting showrooms are destination stores. Most people that visit are there for a reason and have sought out the showroom with a specific project in mind. “We are not selling commodity items or impulse buys,” says Tyson Neal, associate vice president at Legend Lighting. “Our customers need to know us and trust us to see the value in buying at a showroom rather than from a box store or online. A well-honed and practiced system for greeting customers is fundamental to running a successful showroom because it allows you to start a conversation.”

Consider the Question

Common greetings used in showrooms, such as “How may I help you?” or “What brings you in today?” are setting salespeople up to be shut down with an instinctive reply of “I’m just looking.” This puts the customer on the defensive and closes the line of communication. Different approaches, such as asking if the customer has visited the store before, or talking about the weather opens the line of communication and starts a conversation.

Be Prepared

“I always give my staff something to offer customers,” said Jodie Orange, president of Living Lighting Toronto. “Whether it be tips on how to navigate the showroom or sale details, there is always a piece of information the staff has to share when they approach customers.” Other items, like free copies of Lighting magazine can also encourage visitors to stay a while, and the free information or item sets a positive tone.

Invite Customers to Stay

Offering customers a glass of water or coffee is a great way to make them feel welcome. If a customer would like something to drink, give it to them in a glass or mug. Not only does this make them feel special, it encourages them to stay to finish the beverage. It also opens another opportunity for communication when they return the glass.

Create a Deliberate Design

The layout of a store can have a big impact on the customer’s first impression. According to Orange, store design can be used to naturally guide customers through the showroom to sales staff. This allows the customer a minute to take in the products and feel more relaxed before salespeople approach them. These are just a few points to consider when greeting a customer. Check out the next issue of Lightrays for more helpful retail tips. Until then, happy selling!