Two sides of the same coin.
I was in Cardiff at the weekend.
And – let me level with you – I was there to SHOP.
Staying in a hotel right in the middle of town has its perks, and I was able to start shopping early on the Saturday morning.
First stop was Jo Malone.
I’d been given a candle from there a few years back and really enjoyed it, but I’d never actually come across a shop where I could just “browse”
(I know, I live a sheltered existence!)
The shop was spacious, smelt heavenly and the sales staff very courteous, friendly, chatty, and very adept at showing me the different smells.
The assumption – very clearly – was that I would be buying. The only question was what.
I found a lovely candle (one of my weaknesses) and had it lovingly wrapped.
I was then offered a hand and arm massage with even more of their products, obviously with the aim of selling them to me, but it didn’t feel annoying, it felt good.
I felt like a valued customer and would have spent even more if my conscience hadn’t reminded me that I would like to eat for the rest of the month.
I carried on with the rest of my shopping, and visiting several of the neighbouring shops, all with staff who were welcoming and friendly and willing to help me spend my money.
And interestingly: when I went into the neighbouring shops, they picked up on the fact that I had a Jo Malone bag in my hand.
Which meant not only did I have money, I was willing to spend it. And not on practical stuff.
So they judged me by my appearance, i.e. the expensive bag.
When I went into Jo Malone, I didn’t have the bag.
But even thought I didn’t have any signs that I was the right ‘buyer’ for them, they still decided to treat me like a potential valued customer.
If they had done the standard “waiting to be asked” treatment, then I wouldn’t have spent anything in the store.
So although you do need to know your customer avatar, don’t discount a potential customer just because of what they look like – the richest billionaires don’t need to dress to impress!