“The purpose of a business is to create a customer.”
Peter Drucker

I have already given some tips to become a salesperson in real sense through my articles 7 Tips to become a salesperson in true sense and become the salesperson in true sense . Those posts were few of the most read posts in my blog. Today I will explain how can we increase number of repeat customers through empathetic customer approach. And you already know why you need repeat customers through my article - Repeat customers are your brand ambassadors.

As a salesperson, have you ever thought what frustrates your customers most? Do you know what do your customers love about you and why few customers when they come to your store tries to find you first? That all depend on the empathy you impart.

In most of the stores, you will see that the salespersons try to move customers in to a slightly higher price range. I am sure We’ve all been victims of this type of sales pitch many times. For example, you’re looking around to buy a car in the $15,000 range. Salesperson starts explaining all benefits, fuel consumption stories, after sales services and extra others that you will receive from a $25,000 car, then you start believing that you actually need the expensive vehicle. Salespeople who talk customers up in price frequently have to deal with customer’s remorse and product returns.

But there is another way around by which you can earn trust from customers - that is the empathy. Try to be in shoes of customers. Understand the customer, how much he is willing to pay, what are his requirements, what he prefers and what he hates. If he wants to spend less, show and suggest the customers how they can be within their budget and still very happy with the product or service they receive. That kind of empathetic customer approach will help establish a long-term relationship and win the respect of his customer.

I remember when I was building my house, that a sales representative suggested a lower-priced item or less-expensive service that would provide everything that I needed while saving my money. The next time I needed a similar service, I called that sales representative first. After speaking with the representative, I decided to buy without bothering to call anyone else, an example of what trust can do in a sales relationship.

If you think about it, you’re not really talking a customer down in price. Instead, you’re trying to understand exactly what the customer needs, what is the real paying capacity of customer and fulfilling their needs. By saving a customer money, you’re simply fulfilling the true role of a salesperson. With this approach, you will hardly ever get product returns, since the product truly meets the customer’s needs.

So the next time that customer walks in your store or calls for some product or service, try this approach - the empathetic approach. There is a strong possibility that customer is one you’ll be talking to again and again. You will have more repeat and happy customers.

So entrepreneurs, look at your organization through the eyes of your customers. Are you employees empathetic? Do they try to understand the customer’s needs first? Audit your organization today as if you were a customer and strive for delight.

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