Open Ended Conversations

Sandy Paluzzi
The Bead Peddler

For years I greeted my potential customers by asking them if they wanted help.  Many times they would shut me down by simply saying 'no'.  Then a friend told me my goal was to start a conversation with the customer.   Therefor, questions that could be answered with a yes or no answer were taboo.  I was not to try to sell my visitor something, just to engage in casual chit chat.  Once I had developed rapport with the person, I had earned the right to go forward and could start to sell them.  Following this advice has gained me many sales. 

So how does the conversation play out?  It depends on the potential customer. 

Sometimes rapport can be developed very rapidly.  For example, if a customer walks up to the table wearing chunky pieces, you can smile and comment on how they like big jewelry.  A compliment never hurts.  For example,

You (smiling) 'I see you favor statement pieces'.
Customer (typically smiling or chuckling): 'oh, yeah, the bigger the better'
You: 'You have the self confidence to wear them well'.
Customer (happy): 'Thank you'
Rapport has been established and you can now move forward to the soft sell
You: 'We have a few larger pieces on the table. Let me show them to you'  

You can also establish rapport quickly and easily when the customer keeps going back to a certain piece  of jewelry.  You can begin your conversation by commenting on that piece.  Tell her what it's made of, if there's any symbolism connected to the piece or where you got your inspiration.  If she still seems interested, suggest she try on the piece.  

Similarly you can establish rapport quickly and easily if the customer looks at all green pieces or all glitzy pieces, etc.

Of course, there are times when there are no obvious signs to help you determine the customer's interest.  I have a pat opening for that: 'Thanks for dropping in.  I make all the jewelry and love to have others see it'.  That opening gambit works for me, but you've got to develop your own style and words. 

As you can see, there are various ways to establish a relationship with the potential customer.  Some customers let me know that they're just browsing and aren't going to buy.  I mention it is fun to browse and tell them to take their time.  All the time I'm smiling.  It's important to continue the relationship with or without a sale.

Is there an aspect of marketing that you'd like to see discussed?  
Would you like to share some of your marketing knowledge with other beaders?  Click here to email your questions or article proposals