Expect Less Skepticism When Sellers Buy

What adjustments should you make when selling to people who themselves have thorough experience in selling at retail? This question could come up frequently. The retail industry employs a considerable percentage of our workforce, note the researchers at University of Manitoba, University of British Columbia, and Acadia University who aimed to find an answer.
     Their studies led them to conclude that this category of shoppers is noticeably less suspicious of persuasion techniques than other shoppers are. Whenever you know or discover that your prospective customer is a retail worker, adjust your techniques to assume greater amounts of trust in you. Because it takes time to build trust, the adjustment improves your efficiency.
     This didn’t necessarily mean the retail employee shopper spent less time with the salesperson. Actually, it worked in the opposite direction overall. Compared to shoppers without retail sales experience, these people were more willing to prolong transactions, allowing the salesperson greater opportunity to close the deal or increase the basket total. Further, this type of customer felt greater friendliness toward the salesperson and higher intentions for future interactions, in comparison.
     However, the studies also identified a crucial qualifier on these beneficial effects: They depend on the salesperson behaving in a transparently trustworthy way. After all, those with experience in retailing carry great familiarity with the tricks of the trade. They’re sensitized to manipulation and poor service which are against their best interests. Their own experiences both motivate them and allow them to better understand the perspective of their salesperson, with all the rapport and insight that brings.
     Another way to understand these effects is that suspiciousness is eased when dealing with conscientious people we believe to be like us. There’s a sisterhood and brotherhood among retail employees just as there generally is among other identities we take on. Our identities shift throughout the period of even one weekday. For instance, the same consumer might view themselves as a parent in morning, a lawyer while at the office, an athlete during the evening workout, and a marriage partner at the post-shower restaurant dinner.
     Not only that, but during the time we hold each of these identities, we welcome sharing perspectives verbally and conceptually with others having that identity. The lawyer aiming to persuade the lawyer will arouse less suspiciousness if doing it when that’s the aroused identity.

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