In Customer & Client Surveys

Closing a sale in the retail world isn't an exact art and each situation is unique, but there are certainly things you can do to help the process and ensure that your customer leaves satisfied with their purchasing decision.

Of course, one very helpful measure you can implement is to administer a customer service survey to your clients, which will help you to understand how they are experiencing your store and how to encourage them to leave more satisfied.

However, here are some general tips that may help you to create the ultimate sales experience.

Closing the book for your customer

A report was recently published in the Journal of Consumer Research, titled Turning the Page: The Impact of Choice Closure on Satisfaction. In the study, authors Yangjie Gu, Simona Botti and David Faro wrote that after making a purchase decision, consumers often revisit their choices and think about the alternatives they have missed out on, and this lowers their levels of satisfaction.

"Choice closure" where a sales assistant makes the sale more final, by putting away or covering up the unchosen alternatives for example, may help a customer to perceive that their choice is more final at the time and therefore retain greater satisfaction. It's an intriguing thought, and definitely something to keep in mind when serving customers!

Knowledge and listening

Of course, it's important to know what you are selling and how it can benefit a customer. It is, however, essential to listen to what a customer is telling you or the cues that they are giving you, so you can customise the experience. If you can answer their questions and explain to them their choices well, they are more likely to feel at ease with their decision, rather than flustered and unsure.

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