Know the Reasons for Customer Attitudes

Selling to a customer often requires you to change a negative attitude into a positive one. It's easier to change an attitude when you know what purpose the attitude is serving for the customer. According to research from University of Michigan, a customer is asking themselves at least one of the following questions when their attitude influences their purchases:

• How easily can I make this purchase decision? If the shopper has had bad experiences with a brand of product, it can make decisions easier when the customer keeps a negative attitude toward everything carrying that brand name. If you want to change the attitude, make it easy for the customer to consider this particular item to be an exception to their rule. Say, "This product is superior to others carrying that brand name," when this is the case.
• How well does this item express the values I pride myself on having and showing? If the customer asks where an item was produced, maybe they place special importance on buying what's made in their own country or on avoiding items that might be manufactured under bad conditions. So you could ask, "What's important to you when considering a product like this?"
• What more do I want to know about this item before I'm comfortable with it? Some negative attitudes arise when the customer isn't sure what to do in an unfamiliar situation. Ask, "What questions may I answer for you about this product?." It also can be useful to take away some of the pressure, while not letting the customer leave altogether, by saying, "I suggest I help you find some of the other items you're shopping for here today, and then we can come back to considering this one."     

To change the shopper's attitude, answer their questions.