Interrogate Shoppers to Produce Epiphanies

In a recent Forbes interview, Robert Mettler, former CEO of Macy’s West Division, discusses the importance of retail sales associates doing detective work. The objective is to produce, for both the shoppers and the salespersons, the sudden, illuminating realizations known as epiphanies. A consumer looking for luggage might be asked, “Are your trips chiefly by plane, train, or car?,” “Do you travel most often for pleasure, business, or a combination?,” and, “Do you generally travel alone or with family?”
     The Forbes piece points out how this type of question-and-answer dialogue generates shopper trust in the salesperson’s competence and joy within a competent salesperson.
     The three question examples I gave are called “closed-ended,” since the shopper can answer each by choosing from a limited set of alternatives presented by the sales associate. Closed-ended questions are useful when opening up an extremely quiet customer.
     A common reason for extreme quiet in customers is suspiciousness. If you ask them to volunteer too much information, they’ll get startled and leave the store. It’s best to begin with, “Which department may I help you find?,” and subsequently move to the open-ended equivalent, “What items are you shopping for today?”
     Open-ended equivalents for the luggage shop include, “For what sorts of travel will you be using the luggage?,” and, “What sorts of items do you intend to pack in the suitcases?”
     Shoppers in a marketing atmosphere filled with fears of privacy being violated still will allow themselves to be interrogated if they see the salesperson using this to generate epiphanies. Research at Carnegie Mellon University and Harvard University suggests ways to increase a shopper’s candor with you. Here’s my translation of the findings into a four-step process:

• Start with questions which are not sensitive. 
• Next, give a few examples of the sensitive information shoppers have shared with you in the past. Be sure to protect the identity of the past customers. 
• Ask an intrusive question in the form, “May I ask you….?” This is a yes-no, closed-ended question. Your question should aim to gather information you’ll find useful in suggesting a personalized solution to the shopper. 
• If the shopper answers yes, be ready to remember what you’re told. If the shopper seems uncomfortable with your question, follow up with a somewhat less intrusive question and add, “Here’s why I’d find your answer helpful in giving you the products and services which will best fit you.” 

Click below for more: 
Use Closed-Ended Questions Selectively 
Open Up Shoppers So You Can Personalize