How Do I Handle the Internet Shopper?

This month begins a new format for Strategies for Selling. Brad Huisken will take questions from readers about specific in-store situations and offer advice on how to handle them. Send questions about salesmanship, sales management, customer service, and communications to There are six critical elements to handle the Internet shopper. Begin with two important ideas: (1) a customer who comes into your store after using the Internet is giving you a chance to make the sale and (2) when a customer comes into a jewelry store, he or she isn't necessarily looking for jewelry but for a place and a person from whom to buy jewelry. Next, remember these two tips: (3) don't get defensive and (4) don't knock the Internet. If you do, you're only challenging the customer to prove you wrong. Finally, you need to establish (5) trust and (6) value. Trust. With the media beating

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