Book 3: Click :The Magic of instant connections

While reading some books for my presentation on “Creative Marketing” I read something that I liked and I would like to share. I think that this is a very interesting example on how we can click costumers. One of the most important things in business, particularly in retail stores, is the opening conversation. All of you have come across the fatal words of the sales assistant, ‘Can I help you?’ while walking the door of a market. We all know the immediate response from the customer: ‘No thanks, I’m just looking.’ This really spells the end of the conversation and the customer has sent a clear message: “Don’t try and sell me something.” The author of the book 101 Ways To Market Your Business Andrew Griffiths tells about his totally different experience in Bali. Mr. Griffiths walked into a very large clothing store. A young man started walking towards him and the author immediately prepared himself for the ‘No thanks, I’m just looking’ response. The sales assistant walked up to him and said, ‘Good morning, sir. Is this your first visit to our store?’ Mr. Griffiths was somewhat stumped by this question and he answered honestly that, yes, it was his first visit. The young man then explained the layout of the shop, where men’s clothing was, formal and casual, and then he showed him the specials racks and quietly said that there were some real bargains to be found there. Before Mr. Griffiths could say anything else he asked him if he could excuse himself as he had to prepare an order but if he wanted some help just wave and he would be straight over. Then he asked him if he had any questions. Mr. Griffiths quietly said no and began to shop, feeling completely at home and relaxed. Some experts suggest that many retail businesses could increase their revenue by up to 30% simply by never asking the infamous ‘Can I help you?’ question.