It is important to build a relationship with your customer. In the first few seconds after you notice the customer’s arrival, you should:

• Make sure your clothes are neat and you look professional

• Find your sales book and get it ready for your next sale

• Tidy up the product display before showing it to the customer

• Greet the customer and make him feel welcome

A new customer comes into your department, but you are helping another customer. You should:

• Focus all your attention on your current customer

• Let the new customer wait his turn until you have completed your current sale

• Acknowledge the new customer’s presence with eye contact and/or a brief comment that you’ll be right with him

• Help the customer who looks like he will spend the most money

Projecting a professional and friendly image includes:

• Dressing in expensive, professional looking clothing

• Shaking the hand of each customer

• Behaving in an alert and courteous manner

• Standing behind your cash register and waiting for the customer to come to you

A good reason for creating an opening for discussion is to:

• Break down the customer’s sales resistance

• Get to know what the customer wants

• Convince the customer how much you know about the product

The best way to talk to a new customer is to:

• Flatter her—tell her she has taste and looks great

• Interact as if you are old friends

• Match what you say and your tone of voice to her personality

• Convince her that you know what is best for her to buy

Three ways to create a positive impression of you and the store include: Complimenting the customer’s taste; assuring the customer that he is the expert; and:

• Suggesting that he buy “top of the line” products

• Stating that the products in your store are far better than those in other stores

• Indicating that based on your professional product knowledge, you feel his purchases are worthwhile

If the customer isn’t shopping alone, you can include the rest of the party by:

• Telling any children to behave themselves while their parent makes this important decision

• Suggesting that the customer might want to make this shopping decision when he is alone and can concentrate

• Showing some kind of service to others in the party, such as offering a chair, a cup of coffee, and so on

If a customer walks directly to an item, this may indicate that he:

• Knows what he wants and would probably appreciate quick, efficient service

• Just wants to look at the item and has no interest in buying

• Is in a hurry and doesn’t want any attention from you

• Is looking for the least expensive brand

Your ultimate goal as a sales associate is to:

• Meet your quota each month

• Provide service to as many customers as you can

• Satisfy the customer

You can best determine the customer’s needs by gathering information through careful observation and by:

• Deciding the type of products you think the customer should buy

• Telling the customer everything you know about your products

• Asking the customer thoughtful questions