Look Out for Ugly Shoppers!

It might be difficult for you and your staff to look directly at someone is who physically quite unattractive. But when serving an ugly shopper, check yourself as to whether you’re doing a proper job of carefully looking after the sales potential.
     A good body of consumer behavior research confirms that good bodies draw special attention in the store. The physically attractive get served more quickly than those of average appearance, and they are more likely to have special requests honored. Whereas onlookers may stigmatize customers using small-denomination discount coupons, those who are highly attractive don’t get stigmatized, according to research at University of Alberta and University of Manitoba.
     Consumers who have a minor imperfection in appearance, such as mismatched ear lengths, often develop enhanced leadership skills. Those are the customers who will negotiate well, make good decisions, and, if served properly, recommend your store to others.
     But being physically unattractive brings worse than neutral or lackadaisical attention to the shopper. Research findings from Michigan State University and University of Notre Dame indicate that these shoppers will be the targets of rudeness and exploitation. The cause-and-effect are not clear. It’s possible, for example, that a long history of being shunned or ridiculed has generated from physical ugliness an interpersonal ugliness which brings out the worst in salespeople. Also please keep in mind that the study conclusions refer to tendencies, not what’s true in every case.
     Still, the contribution of the research is in reminding us of the strength and the subconscious quality of the tendency. The best response? I’ll name it “The Phantom of the Opera Method.” In the Andrew Lloyd Weber production, when Christine Daaé looks through and beyond her repulsion at the appearance of Phantom, she expresses tenderness.
     I wouldn’t advise that you or your sales staff hug any shopper you don’t know well, regardless of the shopper’s degree of physical appeal. However, a virtual hug could work fine.

• Shake hands, bump fists, place a hand on the arm—whatever is culturally and socially appropriate 
• Reach out toward customers with palms facing upward, or whatever else in the customer’s culture projects a welcoming attitude 
• Maintain the style of culturally appropriate eye contact to stay psychologically in touch 

     Moving through and beyond the subconscious impulse to look away empowers us to honor the value of each individual who enters our stores. That’s surely helpful for a good living.

For your profitability: Sell Well: What Really Moves Your Shoppers

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