Timeless Lessons in Retail Selling

Studying the Customer

Retail Customers' Natural Instincts

  It is frequently said we need most to be reminded of the things which should be the most obvious. If that be so, it is well to remark at once that a satisfied customer is the best advertisement for any store. A business can survive only through a sufficient volume of steady patronage, and this can be secured only by pleasing the majority of patrons. Were merchants able to tell accurately the likes and dislikes of every customer, there would be no retail failures, no need for advertising or window displays to attract new patrons, and many of the costs of business could be eliminated.

However, all people are different in certain respects, and it would be impossible to recommend any methods which would result in a sale every time. All that may be hoped for is to suggest methods which will be successful in most cases, or in so many cases that their use is justified. This is especially true with customers whose peculiarities cannot be known to the salespeople because of lack of acquaintance.

When we come to know people intimately, we can come nearer pleasing them in every instance, but it will, doubt­ less, remain true that even in the smallest hamlet many cus­ tomers will not be known intimately, at least, by all sales­ people. For that reason, first consideration of selling will be based upon instincts and emotions or characteristics common to all people. The supreme test of all selling service must be in answer to the question, "Do customers usu­ ally respond well to this method?"

The Instinct of Self-preservation . Who would question the common existence of an instinct of self-preservation? It is one of the traits with which all are endowed by nature. It is the instinct which inspires the bee and the ant in frantic efforts to lay aside subsistence for the future. It is that which causes a person to hold up his hands to ward off a blow without realizing what he is doing.

The Instinct of Possession . This makes all want to own things. It is largely responsible for purchases. It is one of the fundamentals, from which has outgrown the liberal re­ turn and exchange policies regarding goods sold, for no merchant wants goods sent back, because of the expense of additional delivery, lost sales when goods are out of stock for a certain time, added cost necessitated by the efforts to sell again, and further loss from merchandise brought back in unsalable condition. Still, stores pursue their liberal policy because the instinct of possession tempts the purchaser to retain the goods, once she has had them.

For instance, a rug is sent on approval. As soon as it arrives at the home, it is placed on the floor, the furniture rearranged, and the effect noted with considerable satisfac­ tion. Once this rug has been in the possession of the custom­ er, its surrender would seem a distinct loss.

Many probable sales are successfully concluded because the customer wishes to hold the merchandise she has. Hence the seeming philanthropy of the retail store, and the often generous policy of sending goods with the understanding that they may be

returned without question. The woman who is in need of one dress has three sent, to make selection at home. In such cases, the possession of the goods tempts her to keep two, or even three, instead of one.

This instinct has been found to influence so many sales that it is still a generally accepted practice by the best stores, in spite of the recent agitation seeking to restrict returns. Naturally, customers might be expected to take advantage of a store's liberality in this respect, but a recent investigation in one store showed that the loss was so small as to be scarcely worthy of notice.

The Instinct of Companionship . This is responsible for the purchase of most articles intended to be beautifying in their effect. We want others to like us and to seek our society. We want to be attired so as to be admired. We instinctively seek the presence of others just as animals travel in herds, and birds flock together. Statements re­garding the becomingness of garments, mental pictures of the admiration certain to result from donning this suit or hat, are effective selling arguments. No one doubts the exist­ence of this common trait and its effect upon all lines of goods. The only essentials of life are food, clothing, and shelter, yet how much beyond actual necessity have we gone in supplying the wants of humankind!

The Instinct of Vanity . This induces people to wear furs in midsummer, or to go lightly clad on bleak days. We wear kid gloves on sweltering days largely for this reason, and not, as might be presumed, to keep our hands warm.

Carpet slippers are much more comfortable than high- heeled, patent-leather dancing-pumps, but milady insists on modishness, and footwear that will, if possible, make her feet look smaller than they really are. Dainty appearance in shoes is often of more importance in selling than durabil­ity. Illustrations innumerable could be offered, but they would only serve to prove an established fact—that all people are vain, that all are susceptible to tactful flattery. When a saleswoman induces a customer to try on a coat, and then, stepping back a few paces, admires it, she appeals to the woman's vanity most effectively.

The Instinct of Imitation . It is this that makes us imi­ tate those above us in social station. We are all natural imitators. Stand on the corner a few minutes and stare at the sky. Immediately you will find a crowd about you doing likewise. Say "Good morning" to your friends, some afternoon, and note that the majority respond with the same words.

Note the effect of testimonials in advertising, as, for instance, patent medicines. Without imitation many quack nostrums would find no market. Without our natural tend­ ency to imitate and to take many things on faith, instead of troubling to investigate, selling would be much more difficult. The reason people buy more readily in a crowd is because of this instinct of imitation.

When we see an advertisement of a set of books stating that a bank president is one of the purchasers, we are influ­ enced because we trust in his intelligence and judgment, and, further, we like to own things that he does.

Various Other Instincts . Curiosity is another natural characteristic. Shrouding certain merchandise with an air of mystery may serve to make it more attractive.

The parental instinct, or love of children, is common to all. The most confirmed bachelor likes children and the things which typify childhood.

The instincts of hunting and building have, doubtless, come to us from the earliest times. The search for bargains is one demonstration of the existence of the first instinct. People do like to look through collections of merchandise, as on special aisle tables, for things wanted. The sale of knock­down furniture, portable houses, and other things that need to be put together shows that we still like to construct.

The Emotion of Fear . This is an outgrowth of the in­ stinct of self-preservation. It is apparent in many sales. Purchases are often delayed because the customer fears she will regret later. Fear is responsible for most of the objec­ tions made in buying. It is not that we do not want the article offered, but rather, that we are afraid we might be sorry if we bought.

[From this point, Mr. Fisk moves on to discussing customer traits and types, and how the retail salesperson should approach these customers. Please use the  menu to the left to navigate to these pages]