Watching people will tell you a lot about their
beliefs, desires, values and behaviors. Each person comes with all types of
needs. In sales it is vitally important to try and read what the customer is
not telling you and make suggestions that lead to a higher level of sales.
Moving beyond the conversation to the core needs of the customer can make all
the difference in satisfaction.
A salesperson's ability to “read” people impacts sales
volume and service quality (Puccinelli, et. al. 2013). With the right
interactions the customer will feel that his/her needs were met through
positive interactions. It also impacts the ability to solicit enough
information to give the customer the right product.
Consider a customer who walks into a store and wants
to buy something. Sometimes it is an urge to make a purchase that helps them
look good, feel special, or whisk away a feeling. At other times they may need
an actual product but are not aware of the options or whether or not there are
alternatives.
An attentive salesperson can see the anticipation,
ask the right questions and then lead the person to the product/service that
best suits their needs. They do this through watching closely what is actually
being said through words and non-verbal actions. If they pay attention long
enough and gain experience they can get good at this.
Puccinelli, N. et. al. (2013). The value of knowing what customers
really want: The impact of salesperson ability to read non-verbal cues of
affect on service quality. Journal
of Marketing Management, 29 (3/4)