Are you and your staff truly listening to your customers?
A customer walks into your store and says, “I want to buy the cheapest mask, fins, and snorkel set you sell. I’m going on my honeymoon, and I’ll probably only use it once and leave it behind. Just something inexpensive I can toss afterward.”
What is the first thing you or your staff says?
For many, the instinct is to explain quality, fit, comfort, and why spending a little more would be a better decision. We know the equipment, and we want to help the customer avoid a disappointing experience.
But we have already missed an opportunity. The first response should be: “Congratulations! Where are you going on your honeymoon?”
The customer already told you something deeply personal and that is where the relationship starts (and thanks to retailer Werner Kern for this example). Before discussing a single product, you have shown an interest in the person. They have shared something important happening in their life. Acknowledge it.
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This ties directly into James McMullin’s article this month about why he thinks some dive retailers are failing. The pressures he describes deserve attention. So does what happens when someone walks through your door.
A customer asking for the cheapest option has told us their starting point. We still have plenty to learn. Have they snorkeled before? What are they excited to see? Are they planning a boat excursion or exploring from the beach? Their answers can help us recommend something appropriate for their plans and budget.
The conversation should feel natural. Listen, respond, and let their answers guide you. You may discover that an inexpensive set is exactly what they need. Respect that. Helping someone make a modest purchase without pressure can give them a reason to return.
And what if they leave without buying anything? You may still have accomplished something valuable. Perhaps they mention wanting to learn to dive after the honeymoon. Perhaps their destination starts a conversation about a group trip you have coming up. They ask for details, and you have their permission to follow up.A missed $25 equipment profit that eventually becomes a $500 trip commission would be an excellent trade.
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It will not happen every time, but it cannot happen if we never learn anything about the customer.
When they are ready to purchase, look for useful ways to add value without automatically discounting. A strap cover for long hair, some defog, or help preparing and adjusting their equipment can make the purchase more worthwhile. Choose something relevant to what they told you, and protect your margin.
Your staff needs to understand that listening is part of selling. Give them the training and encouragement to take an interest before launching into product features. We cannot win every transaction, and relationships take more than one friendly conversation. But that first exchange gives us somewhere to begin. The customer came in asking for inexpensive snorkeling equipment. They also told you they were getting married.
Which part of their words did you respond to first?
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