Tell Me What You’re Looking For?

Walking into a store, ready to make a purchase, only to be greeted with the all-too-familiar phrase, “Tell me what you’re looking for,” can feel a bit off-putting. It’s a scenario I’ve encountered more times than I can count, and each time, it strikes me as a missed opportunity for genuine engagement. Reflecting on my experiences both as a consumer and a professional in the sales industry, I’ve realized the profound impact of starting a sales conversation with understanding and empathy rather than a direct demand.

Stop Placing the Responsibility on Your Customer

Imagine visiting a doctor for severe stomach pain only to be asked, “So, what are you looking for?” It’s an absurd thought, isn’t it? You’d likely feel confused and frustrated, expecting instead a thoughtful inquiry into your symptoms and concerns. This analogy perfectly encapsulates what’s wrong with the common sales opener, “Tell me what you’re looking for.” It’s not just ineffective; it feels impersonal and, frankly, a bit lazy. It places the onus of diagnosis – understanding needs and preferences – squarely on the customer’s shoulders, a task they are least equipped to handle.

A Lesson From Home Depot

About 10 years ago, my wife and I were transitioning homes, moving into a quaint cottage in the mountains while juggling the stresses of construction and my endeavors in writing a book. Amidst this chaos, the lack of a washer and dryer in our temporary abode presented a practical challenge.

Our quest led us to a local Home Depot, overwhelmed by the vast options available. As we stood there in the aisle, uncertain of what we should buy, an orange-aproned gentleman approached, looked at  the appliances with us, crossed his arms, stroked his chin, slowly nodded his head, and said: “So… washers and dryers… what’s your story?”

I admit, not the most elegant approach (it was Home Depot after all). But he did NOT ask us what we were looking for. Which is good! We didn’t know one washer and dryer from another. Instead, he inquired about our story.

This approach not only put us at ease but also allowed him to tailor his assistance to our specific situation, leading us to the perfect solution with remarkable efficiency.

Build Connections, Not Transactions

This experience underscored a crucial lesson: sales is not about transactions but about connections. By taking the time to understand the customer’s journey, their challenges, and aspirations, sales professionals can elevate the experience from a mere exchange to a meaningful interaction. It’s about starting with empathy, asking the right questions to uncover the story behind the need.

Implementing a Customer-Centric Approach

Adopting a customer-centric approach in sales conversations begins with discarding the “Tell me what you’re looking for” mindset. Instead, open with questions that invite customers to share their experiences, their pain points, and what they hope to achieve. This doesn’t mean eschewing all direct questions about product preferences or specifications, but rather, framing them within the context of the customer’s narrative.

Strategies for Success

• Engage with Empathy: Start your conversation by acknowledging the customer’s situation. A simple, “I see you’re interested in X, what brings you in today?” can open the door to a more meaningful dialogue.
• Listen Actively: The key to uncovering a customer’s story lies in active listening. Pay attention to not just what is said, but also what is implied or left unsaid.
• Tailor Your Solutions: Use the insights gleaned from the customer’s story to guide your recommendations. Personalized suggestions are far more likely to resonate and lead to satisfaction.
• Foster an Emotional Connection: Beyond meeting a need, strive to create an emotional bond. Customers are more likely to remember how you made them feel than every detail of what you said or did.

Make Every Interaction A Story Worth Telling

Let’s challenge ourselves to transform the sales experience from a task to be completed into a journey to be cherished. By moving beyond the superficial and striving to understand the unique stories each customer brings, we can create more meaningful connections and ultimately, more successful outcomes. Start your next sales conversation with curiosity and empathy, and watch as the traditional barriers between salesperson and customer dissolve, paving the way for genuine relationships and shared successes.

As we move forward, let’s collectively agree to abandon the outdated “Tell me what you’re looking for” approach. Instead, let’s make every sales interaction a story worth telling, marked by empathy, understanding, and a deep commitment to meeting our customers’ needs in a way that resonates with their personal narratives. Together, we can redefine the essence of sales, transforming it into an art form that celebrates the unique journey of every customer.