RETAILOBSERVER.COM JUNE 2023
6
Moe Lastfogel
moe@retailobserver.com
Moe's Musings Views
Happy Retailing,
THE FIRST 15
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M
any people in business state that first impressions are the most
important. When a client walks into your showroom or place of
business this is very true. The items for sale are clean and
organized. The signage is easy to read and properly displayed and employees
are well groomed and mannered. I agree this is a simple business practice
that we can all agree on. But what about the relationship we build in the first
15 minutes?
Many times, a client will walk in with a specific need such as a laundry set
or a new refrigerator, or maybe it's a set of plans for a new house or remodel.
I found that before we look at anything, it's our responsibility as a salesperson
to really understand what the client's needs are above and beyond the box
we are trying to sell them.
A few simple questions and a genuine interest in their daily lives and needs
can go a long way. How many children do they have, are any at home? How
often do they cook and what type of cooking do they do? Do they have any
physical needs or constraints that would cause them to have special needs?
Are there certain brands that they like or even dislike? Do they have religious
observations that the appliance can help solve? Of course, what size, color
and features are they looking for can answer a lot of questions; but getting to
know your client will not only save you time and energy, it will also help to
form a relationship that can be built upon for years.
Personally, it's been 16 years now since I've sold my last box. Even after
taking this journey with The Retail Observer, I still get phone calls from past
clients asking me advice or even to just say hello. It's not about the position
I have in the industry today, it's about the relationships I set up years ago by
showing a genuine interest in what my client's true needs were outside of me
just selling a box. So, ask the questions, hear what they have to say and most
important make a friendship that goes beyond the boxes we sell.
