Turn your passive shoppers into active buyers

Two women window shopping. Many consumers will be disappointed to hear that they will have to wait for up to five months to see any reductions in the prices of goods. PHOTO | FILE |

What you need to know:

  • As a trader, you must learn how to convert  window shoppers into active customers. People who come to your business to inquire are potential customers. I know many people discredit window shoppers.
  • They may not be actively engaged but they are all invariably interested in your goods or services.
  • You can push the buying decision in your favour by acting as an adviser on the best choice for their needs.

Imagine you are walking down one of the streets in Nairobi. Suddenly, the tempting smell of freshly baked pastries slips past.

A quick look and its coming from the cafe across the street. The cafe’s display is filled with mouthwatering foods and the door is wide open.

The pastries in display leaves you hungry, they look fresh and just what you need for your mid-morning tea break. You decide to check in, and suddenly the waiter, with a wide, beautiful smile, comes up saying: “welcome, would you like to taste?”

The woman holds up a tray full of samples and you grab one. With your mouth all watered, you are surely hooked. “We are having a promotion today” she adds.

Buy three now and get a free cup of coffee. It will be a lovely mid-morning snack.

And just then, you take the next table to enjoy.

Just then, you realise you have spend yet you were just walking down the street window shopping. It can happen to you any time, especially during this festive season.

WEIGHING OPTIONS

As a trader, you must learn how to convert  window shoppers into active customers. People who come to your business to inquire are potential customers. I know many people discredit window shoppers. They may not be actively engaged but they are all invariably interested in your goods or services.

Think about yourself, you only bother to look through the windows of a shop when you notice something that interests you, whether to buy immediately or in the future. Window shoppers gaze at your products or services for a few reasons. First, they are thinking about buying what you sell even if not immediately.

They are gathering information before making a decision on whether to buy or not. They are also weighing their options on whom they will buy from once they make up their mind. Lastly, they are one of your fans and may be admiring what they can’t afford at the moment.

A passive buyer stays so until you hook them up. Just like a rounded ball sitting on the floor, it will not move unless you push it. And when you do, it will roll. Give your window shoppers or indecisive prospects a little push.

They will begin rolling, that is, buying from you. You make the push by encouraging them to take a small step.

For example, if you sell clothes or shoes, ask for their size and encourage them to fit. Its called the foot-in-the-door technique, once a person has set foot in the door, he is more likely to make a buy.

Converting window shoppers is all about the looks, perception, desire and emotion that draws them closer so that then can become a lead or spot buyer. Ensure you have a great display, it welcomes and excites people around your product. As a business, your job is to garner good feelings with prospects and even window shoppers.

There is nothing worse than walking into a store and not even being greeted because the shop attendant knows or thinks you are just a window shopper. The shopper may be just looking for now, but could have bought if they were treated like a potential customer.

DEFERRED DECISION

You can push the buying decision in your favour by acting as an adviser on the best choice for their needs.

It’s a great opportunity to build a relationship with a prospect. The trick is simple, say I walk into a shop looking to buy a pair of shoes.

The attendant walks up to me an asks for my size and what type of engagement say business meeting, work or wedding do I need the footwear for.

The sales person will quickly figure out my needs and can easily show me the most suitable shoe for my planned use.

The faster I can see what they have to offer, the more likely I will be satisfied with their products. I always feel satisfied by value sellers who educate me. I tend to stick with such sellers.

Treat window shoppers well. They are actually customers in waiting. Let them leave your business with positive feelings.

Welcome them, guide them, inform them, help them, and let them go home with a smile. They will surely come back with a smile even if it will be a year later.