Customers Waiting on You

It isn't uncommon to have no customers in a store and suddenly have several. When this happens some customers have to wait, and their waiting experience can significantly affect sales. Most will wait for a sales associate if the experience is reasonable, but not if they feel ignored. Here are tips to manage their expectations: Acknowledge all shoppers with a greeting when they come in. It reduces their anxiety about waiting. For some, eye contact and a nod will suffice. Others want a vocal greeting. Knowing the difference is a sign of intellectual selling. Use signs to identify product categories so shoppers can find what they're interested in. Options include wall-mounted backlit graphics, hanging graphics, signs on top of showcases, and themed messages inside cases. Use props to create themes for merchandise categories.

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