Learn to Love Your Buyer’s Kids (Or Look Like You Do!)
“Is that what having kids is like?”
A sales person recently asked me this when I was out and about with my four-year-old and six-year-old. I glanced down at my two little darlings and sighed, “Yep, that is exactly what it is like.”
My first reaction was embarrassment, followed quickly by total annoyance. I mean, yes, they were at what I would call “medium volume,” but I had them practically duct taped into the shopping cart so as not to (heaven forbid!) touch anything in the store.
Nonetheless, my kids had still managed to annoy this sales person who was in the process of charging my credit card for pretty hefty purchase. Which brings me to my point: People with kids are some of your best customers, but you need to love their kids …or at least look like you do!
Here are some tips for selling to customers with kids:
1. Understand They Are Not Just Shoppers, They Are Buyers
Customers with kids are not relaxed shoppers. They are frantic buyers trying to make quick and painless buying decisions before they go insane. Help them find what they need and they will buy it! They are not there to waste your time or theirs, and I promise you that they have better things to do than drag their children around. So, help them buy something …quickly!
2. Distraction By Design
Whenever possible, provide something to keep kiddos busy and happy so mom and dad can spend money undistracted and unabated. Kiddie play areas, when possible, are fantastic. They love those Disney movies! Other good play area distractions are coloring books, building blocks, and puzzles. (Not asking for anything fancy here). Snacks such as water bottles, small bags of pretzels and/or goldfish are also a good idea. (Note: Be sensitive to allergies when offering snacks. Just say no to peanuts and consider offering a gluten free option.)
3. Address Children By Name
There is this really weird trend parents have started following, tell me if you’ve heard of it: Parents are now naming their children. Each of them! Have you noticed? And these parents feel impressed and cared for by people who take just one extra second to ask their child’s name and actually use it. (Revolutionary idea, I know!)
4. Buyers Don’t Care About Your Children
Many salespeople will try to relate to their buyers with children by sharing pictures, and stories, and videos, and more stories of their own children. Buyers will politely nod and look and listen, all the while thinking, “Boy, I wish this sales person would shut it.” Understand that while buyers want you to notice and include their children, they do not actually care at all about your offspring. (They’re not mean, they are just exhausted!)
5. Make Yourself Memorable to the Kiddos (It Just Might Win You a Sale)
Matt, A sales manager I once worked with in California, shared a compelling story with me about including children in the sales process. As he and the parents were looking around a house that was for sale, Matt decided to entertain the kids by becoming a goofy dancing character he called “Oompa Loompa Man.” The kids loved Oompa Loompa Man so much, it was all they talked about during every other home tour the buyers went on (much to the dismay of the other sales people, I’m sure!). Was that the only factor in Matt winning the sale? Of course not. Did it keep Matt front-of-mind with the buyers throughout their purchasing decision? Absolutely!
Find ways to relate to your buyers with kids and you just might change someone’s world!
