We want to CONNECT with our customers during their time in the store. If we create a genuine rapport, they will feel they BELONG.
Explorers may choose to travel alone. However, they know they need to make deep and genuine connections with others, so that they can help them reach their goal.
• You spot and respond to the verbal and non-verbal signals that our customers give us.
• You establish a rapport with all types of customers. This adventure will help us connect with our customers.
Spotting the signals
EXPLORING ON MY OWN customers may often let you know they are ready to explore with actions rather than words. Infact you may see all 4 customer types show they are ready to CONNECT. Here are some signals…
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Help!
- Looking around for a staff member
Try on
- Holding a product up in front of a mirror. - Trying something on on the sales floor.
Footwear
- Holding and handling footwear.
Apparel
- Holding products up against them. - Opening jackets. - Sifting through a shelf or a pile on a table. - Reading the product label.
Store environment
- Looking at in-store marketing, then scanning the area around it.
Linking introductions
If you have spotted the signals that the customer gave you, it is important that you USE that information to make an EXCITING and customized question or statement.
The 4 rapport builders
People like people who are like them! There are 4 ways to build rapport…
01
Personal Space
01
Personal Space
We need to be aware of our customers’ personal space. Their comfort is what’s most important. EXPLORING ON MY OWN need the most space. LET’S EXPLORE and TAKE ME TO THE SUMMIT are usually happy to be closer to you. When it comes to FILL MY BACKPACK! customers, it’s often best to twist your body slightly to create some room between both of you. Even then, they may invade your space with their hand gestures.
This varies culturally; however, for the majority of Europe, 1.2 metres (an arm’s length) is where the ideal rapport takes place. You can get much closer, for example, when seated together in the footwear area.
02
Sharing
02
Sharing
Offering your name can be a great way to start sharing. Looking for things you have in common also builds rapport, especially with things that link you both together.
For example: places you both like in the area, activities you both enjoy or excitement for The North Face!
03
Pace
03
Pace
Pace is the speed at which we breathe, move and speak. We are most comfortable with individuals with a similar pace to ours. Whenever possible, we should match the pace of our customers. EXPLORING ON MY OWN customers are usually tense until they relax. LET’S EXPLORE and TAKE ME TO THE SUMMIT are usually more relaxed, whilst FILL MY BACKPACK! customers move fast and want you to do the same!
04
Matching and Mirroring
04
Matching and Mirroring
If you “mirror” someone, you provide a mirror image of that person. If you “match” someone, you copy what they are doing or saying. This could meanposture, gestures or the tone and pitch of their voice. Reflecting back acouple of these can build rapport. Mimicking completely what they do is weird and will NOT build rapport.
“I CAN!”
Building a connection with all customer types is important. They all appreciate a “CAN DO!” attitude and “CAN DO!” actions.
