Talking to a customer creates a powerful connection with them (which is why I wrote an in-depth article about it which you can find here), and when done in person, it becomes even stronger. Since there are significant differences, I wrote this separate guide where I share the tools and strategies I’ve learnt over 15 years of experience, to help you not only master the art of talking to a customer face-to-face but also use the opportunity to create powerful and long-lasting connections with them.
1. Be Customer Ready from Before They Arrive
The first step to being successful when talking to a customer in person is by being prepared from before they even step through the doors. Once the customer has arrived it’s harder to find any necessary information quickly and you’ll now be under pressure to provide immediate assistance. Being well-prepared however, allows you address customer needs with efficiency and offer a level of service that goes above and beyond their expectations. To prepare properly, you need to do the following:
Dress the Part
Your company will obviously have a dress code but unless it’s a specific uniform you’ll have some leeway as to exactly what you wear. Make sure you dress well as your attire speaks volumes about your professionalism and signals to customers that you take your role seriously. Knowing that your polished appearance significantly improves a customer’s impression of you will give you that confidence boost you need when talking to them in person.
Know Your Company’s Products, Services & Policies
Knowing your company inside out will make it much easier to talk to a customer face-to-face. After all, it’s always easier to talk to someone when you know what you’re talking about. So make sure you know everything there is to about the company and the products or services it offers. You should be well-versed in all their features and benefits, and how they cater to the needs of the customer. That way you’ll easily be able to guide customers effectively and help them make informed decisions.
Furthermore, understanding and internalizing the company’s policies, procedures and protocols will prepare you for almost anything. Familiarize yourself with any standard operational procedures such as personalized greetings, processing transactions, handling inquiries, or managing customer concerns and understand all the policies surrounding core values, service standards, conduct expectations and any other specific guidelines that define the customer experience.
Anticipate Common Customer Questions & Concerns
Anticipate the common questions customers are likely to ask and the concerns that they’re likely to have, and equip yourself with all the necessary information you need to address them promptly. Additionally, prepare by knowing what to do should the customer ask a question you don’t know the answer to or have a concern you don’t know how to address. That way your in-person conversations with a customer are more likely to flow smoothly and with a touch of finesse.
Understand the Customer
If you know about the customer in advance, then you should prepare by learning about or familiarizing yourself with them before you speak to them. Read any notes that you have about the customer so you understand exactly how your product or service aligns with their needs. The more information you’re armed with the easier your face-to-face conversation will be.
If it’s a new customer then you’ll want to take an even closer look at them so that you gain a clear picture of their business, core values, and the products or services they offer. There are actually some important differences when it comes to talking to a new customer which is why I wrote a separate in-depth article about it which you can find here.
2. Acknowledge the Customer As Soon As You Can
The next step to being successful when talking to a customer in person is to acknowledge them as soon as you can. If you’re meeting a customer, then although you should approach them as soon as you see them (see next section), there maybe time to acknowledge them first. If you’re serving customers in a store where you need to wait until they’re ready before approaching them, an acknowledgement ensures that customers don’t feel ignored either.
To acknowledge the customer simply give them a polite nod and a warm smile while maintaining eye contact. If you’re meeting a customer, they’ll feel an immediate sense of friendliness and respect. If you’re serving customers in a store you’ve establish an immediate connection, letting the customer know that you’re aware of their presence and are available to assist them should they need, but you also haven’t put any pressure on them to engage immediately.
The first few moments of your interaction with a customer are critical, which is why I wrote a separate in-depth article about how to start a conversation with a customer, which you can find here.
3. Approach the Customer at the Right Moment
When talking to a customer in person it’s important that you approach them at the right moment. If you’re meeting a customer then as mentioned above, you should approach them as soon as you see them. However, if you’re serving customers in a store then you need to wait for the right moment to approach, to ensure it’s welcomed rather than intrusive. Some customers don’t like to be bothered as soon as they enter a store, whereas other customers want immediate attention.
Since the right moment to approach will be different for each customer you need to be flexible and attentive to cues, patiently observing the customer’s body language and pace to discern the right time to approach them. Once you’ve determined that a customer is ready for assistance, then you should approach them, however, you don’t want to get too close and invade their personal space as that will make them feel very uncomfortable.
For more information about when to approach a customer and how to do so, see the more in-depth article I wrote about it which you can find here.
4. Greet the Customer With a Friendly Demeanor
So far we’ve dealt with preparation, acknowledgement and knowing when to approach a customer when talking them in person, now it’s time to actually say something and greet the customer properly.
If you’ve been given a script then be sure to use that, otherwise compose a greeting that’s simple and warm but professional.
If you’re meeting a customer, then make sure your greeting includes a form of hello, a welcome if relevant, an introduction to yourself and you’re role or position within the company and an expression of pleasure at meeting them. If you’re serving customers in a store, then make sure your greeting includes a form of hello, a welcome to the store, an introduction to yourself and an expression of a willingness to assist. If you’re stuck, here are some examples of greetings you can use:
If you’re meeting a customer:
- “Good morning/afternoon/evening, Mr./Ms. [Last Name]. Pleased to meet you. I’m [Your Name], [Your Position] at [Your Company].”
- “Hello, Mr./Ms. [Last Name]. I am delighted to make your acquaintance. Thank you for taking the time to meet with us. I’m [Your Name], and I lead [Your Position] at [Your Company].”
- “Good [morning/afternoon/evening], Mr./Ms. [Last Name]. Welcome to our [office/meeting]. I’m [Your Name], and I head the [Your Position] team at [Your Company]. It’s a pleasure to meet you.”
If you’re serving customers in a store:
- “Hello and welcome to [Store Name]! I’m [Your Name], and I’m here to assist you. How can I help you today?”
- “Hi there! Welcome to our store. I’m [Your Name], and I’m excited to help. What brings you in today?”
- “Good [morning/afternoon/evening] Welcome to [Store Name]. I’m [Your Name], and I’m at your service. What can I do for you today?”
Of course, what you say is only half the story, how you say it is also important, so make sure you greet the customer with a friendly demeanor. That means the following:
Be Authentic
Be authentic as customers can often sense when a greeting is rehearsed or insincere. That doesn’t mean you can’t use a scripted greeting or practice it beforehand. It just means that you also need to be genuine and mean what you say when you greet the customer.
Maintain Eye Contact
Establish eye contact first. This simple yet powerful gesture signals attentiveness and shows the customer that they have your full focus. It also enhances the sincerity of your welcome.
Use Open Body Language
Make sure to use open body language so that your natural warmth and personality shines through. Don’t cross your arms, as it can convey a closed-off attitude. Instead, keep your posture open, and use gestures that express warmth and approachability. You don’t want to come across as overly aggressive or intimidating.
Smile
A genuine smile is a powerful tool that will infuse your words with warmth and friendliness. Smile not only with your mouth but with your eyes too, as it adds depth to the expression.
For more information about how to greet a customer, see the more in-depth article I wrote about it which you can find here.
5. Address the Customer Appropriately
When talking to a customer it’s important to address them appropriately. A person’s name carries immense significance for them and what you call them resonates deeply, so you need to address your customer with a great deal of care.
When you address a customer properly you do several things. You demonstrate your respect for them, you foster an openness and rapport and you signal that you see them as an individual with whom you’re going to have a personalized conversation designed to address their unique needs and requirements, and not as someone with whom you’re having another generic and routine interaction.
So what exactly should you call your customer? Well, whenever addressing a customer it’s best to be formal at least to start off with. If you know the customer’s name, because for example you have an appointment with them, that means using their title “Mr”, “Mrs”, “Ms”, “Dr” etc and last name. If you don’t know the customer’s name because for example you’re approaching them in a store, that means using the terms “Sir” or “Ma’am”.
Although it’s becoming more prevalent in certain companies to address the customer using their first name, I find it better to be more formal. That’s because being formal allows me to demonstrate respect for the customer, show that I value them and maintain a more professional atmosphere.
That being said, there are times when you’re able to transition to a more informal mode of address if you want, and there are times when you absolutely must. It will all depend on the following factors:
- Regional and cultural expectations
- Industry norms
- Company values
- Method of communication
- Age and generational differences
- Professional title or position of the customer
- Customer preference
- Your ongoing relationship
Yes, the seemingly simple matter of what to call a customer can be quite complex, which is why I wrote a separate more in-depth article about it which you can find here.
6. Identify the Customer’s Needs
When talking to a customer, whether you’re offering assistance or explaining how you think your company can serve them, your primary goal is to identify their needs. To do to this properly, however, you need to go beyond the superficial level of simply hearing the customer’s words and dig deeper until you fully understand all of their needs. That way, you’ll have the best chance of helping them effectively. Here are the key strategies you should use to do this.
Listen Actively
Pay close attention to what the customer is saying. The more you listen, the more they will tell you and the more you will understand what they need. Let the customer explain themselves without interruption, even if you think you know what they’re going to say, as it’s important that the customer feels heard – and who knows, you may also learn something new in the process. You then need to demonstrate that you’ve heard and understood the customer, by summarizing what they’ve said.
Observe Non-Verbal Cues
Not only should you listen to what the customer is saying, you also need to listen to what they’re not saying and the unspoken messages that can contain just as much information about the customer’s feelings, preferences and needs as that which comes from what is explicitly expressed. This means that you need to observe the customer’s non-verbal cues, such as their facial expressions, body language, and gestures.
Ask Open-Ended Questions
Encourage the customer to share more by asking open-ended questions. Unlike closed questions, open-ended questions invite a more detailed response which provides you with even more valuable insights into the customer’s requirements. So for example, instead of asking, “Did you find everything you were looking for?” which can be answered in one word, you should ask, “Can you share more about what you’re looking for today?” which encourages the customer to elaborate on their needs.
Show Empathy
When talking to customers, displaying empathy leads to a deeper understanding of their needs as it establishes a personal connection that gives the customer the confidence to communicate more openly. To convey empathy acknowledge the customer’s emotions and demonstrate that you genuinely understand them. Use phrases like, “I understand how frustrating that can be,” or “I appreciate you sharing your experience,” to convey empathy and validate the customer’s feelings.
Invite the Customer to Respond
Throughout your conversation, it’s essential to invite the customer to share their thoughts, questions, or concerns regarding anything that you have told them, be it a proposal, a response to an issue raised, or a suggested solution to a problem. By creating an open invitation for dialogue, the customer not only feels heard and valued, but you also encourage them to engage more, causing you to gain even more valuable insights into their needs.
Explore Preferences and Concerns
Take the time to explore the customer’s preferences and any potential concerns that they may have, as the more you know about them the more comprehensive your understanding of their needs will be. There’s no need to be shy about directly asking the customer about their preferences or concerns – straightforward and open communication is the most effective way of uncovering the nuances of the customer’s needs.
7. Explain Clearly How You Can Help Them
After successfully identifying the customer’s needs, the next step when talking to a customer in person is to explain how your products or services can address them. Begin by summarizing their needs to confirm that your understanding is correct, and then explain how your offerings can provide a solution. As much as possible, personalize your explanation to the customer’s specific situation, highlighting features that solve their problems and align with their preferences.
When explaining, you should be clear and precise, and avoid jargon that is overly technical and not customer-centric. Be sure to get to the point as quickly as you can while still making sure that you tell the customer everything you need to in a clear and coherent fashion.
When you’ve finished, be sure to ask the customer to respond to what you’ve told them (as mentioned above) and ask whether they have any questions or concerns regarding what you’ve said. Make sure to let the customer know that you’re willing to provide further information if necessary, and that you’re committed to assisting them with all their needs.
8. Address All Their Questions and Concerns
To ensure that your face-to-face conversation with a customer is successful, you need to address all their questions and concerns. Remember, if things are obvious to you it’s because you understand every detail about your products and services (if you prepared as per step 1). On the other hand, customers are hearing this information for the first time, so they’re likely to have lots of questions.
That’s why it’s essential to create a space for the customer to ask questions and raise any concerns that they may have. Encourage the customer to share their questions and concerns openly and when they do, be genuinely interested in listening to and then addressing them. Respond thoughtfully to each and every question and concern, and provide clear and detailed answers that resolve the customer’s issue.
By thoroughly addressing all the questions and concerns a customer has, you not only create a positive and informed customer experience and demonstrate your commitment to customer satisfaction, you also foster a trust and confidence in your ability to provide reliable solutions.
9. Engage in Small Talk for Increased Connection
Engaging in small talk is a valuable tool that will enhance the connection in your face-to-face conversation with a customer. While addressing their specific needs is essential, incorporating light and friendly conversation builds rapport and fosters a more personal and comfortable atmosphere, making the entire interaction far more enjoyable for the customer.
In this comfortable space for genuine interaction a stronger connection will be formed, leading to you having a more profound relationship with the customer. With such a positive experience, the customer won’t help but be satisfied which increases the likelihood of them making additional purchases, returning in the future and recommending your products and services to others.
Having said this, I want to give you a word of warning. When engaging in small talk, you don’t want to create an unpleasant atmosphere, so be sure to steer clear of some of the more controversial topics that if brought up, can make things worse not better. If that makes you unsure where to begin, don’t worry. Here are some of the things I regularly do to start an enjoyable and conflict-free conversation:
- Make a simple inquiry about the customer’s day.
- Ask whether they’ve found what their looking for.
- Ask if they’ve tried a specific item.
- Inquire about their preferences.
- Share a quick tip or recommendation.
- Mention any promotions my company may be running.
- Offer a genuine compliment about something the customer is wearing.
- Ask how they heard about your company or product.
- Share a personal story or anecdote related to your company or product.
- Share a positive review or testimonial from another customer.
- Share a joke or a funny meme related to your company or product.
- Share a curiosity or a learning opportunity related to your company or product.
When making small talk you should keep two things in mind. First, make sure you mirror the customer’s tone and energy as it fosters a sense of connection. If they’re upbeat and energetic, reflect that enthusiasm, if they’re more reserved, adopt a calm and relaxed manner. The second thing is to be mindful of your tone and volume. Speak in a friendly tone that’s audible to the customer but don’t be overly familiar or loud.
10. Go the Extra Mile
One way to strengthen a connection between you and your customer is by exceeding their expectations. You want to not just merely meet their needs but surpass them. Going the extra mile will elevate your in-person interactions and leave a lasting impression. This in turn will give the customer a good reason to return for your product or service and recommend it to others.
The key to going the extra mile is by having a genuine commitment to exceptional customer service and being proactive in whatever it is you’re doing. However, you should also do these specific things too:
- Personalize your interactions to create a more meaningful connection.
- Anticipate and address the customer’s needs – before they arise.
- Provide valuable and relevant information.
- Offer additional assistance beyond the immediate issue.
- Follow up with the customer at a later date to ensure their satisfaction.
- Occasionally include unexpected gestures, discounts or offers.
11. Be Ready to Adapt
Talking to a customer, especially in person is a dynamic and sometimes unpredictable experience where anything can happen. If this article weren’t long enough already with several more sections to go, I would tell you several hundred stories that highlight this point perfectly, including the time a routine product demo turned into a high-stakes competition with our business deal hanging in the balance. I kid you not.
In order not to get caught by surprise – I have several hundred more of those stories too, you need to be ready to adapt seamlessly to any situation that arises, and the key to doing this is to remain flexible in your approach. In fact, when you recognize that every customer is unique and that you should always be tailoring your approach to align with the specific needs and circumstances of each customer, flexibility will ironically become your standard way of operating.
If you’re well prepared (as per step 1), you embrace a mindset of continuous improvement (see step 14), you try to provide outstanding customer service (see steps 2 – 13), and know that unforeseen challenges are a regular certainty, then you’ll be more easily able to navigate any situation that arises when talking to a customer in person.
12. Remain Professional at All Times
To provide outstanding customer service, it’s vital to remain professional at all times. Not all your conversations with customers will go smoothly and this is especially true when in person as the physical presence of the other can contribute to the intensity of growing negative emotions, and the closeness can magnify non-verbal cues making it more challenging to manage the situation if there’s any misunderstandings or tension.
Remember, you are the voice of your company and your conduct reflects its ethos and values. So you need to keep your own ego and baggage away and keep your conversation with the customer respectful and courteous – no matter how much you want to respond in kind. Remain emotionally detached, don’t let yourself be provoked, keep a positive demeanor and focus on solutions.
If a customer becomes more difficult, then there are a few steps you can take to try and de-escalate the situation:
Set Clear Boundaries
Clearly communicate to the customer acceptable behaviors and set boundaries to prevent any form of verbal abuse or disrespect. Make it known that there are consequences for crossing those boundaries – for example termination of the conversation, involvement of higher authorities, or even, in extreme cases, the discontinuation of the business relationship. Communicate these consequences calmly but firmly.
Use Assertive Communication
Use assertive communication to express your viewpoints firmly and confidently but respectfully so that it doesn’t further escalate the tension. Articulate your thoughts and points clearly and directly, without resorting to harsh, inflammatory or accusatory language – you don’t want to be arrogant or aggressive. Use neutral language and avoid any signs of hostility or anger. Under no circumstances should you attack the customer personally.
Seek Support from Colleagues
Seek support from colleagues as that presents a difficult customer with a united front, which is likely to prompt the customer to reconsider their approach, reduce any aggressive behavior and engage in a more cooperative and constructive dialogue. Support from colleagues also reinforces the authority and credibility of your message, making it more likely that the customer will accept what you’re saying, and it can help by introducing a fresh perspective to the situation.
Escalate to Management
If support from colleagues doesn’t resolve the issue, then another option you have is to escalate the problem customer to management. Higher-ups may possess the skills and expertise to handle especially difficult customers or the authority to resolve the issue in a way that you cannot.
Provide 3 Warnings Then Terminate the Interaction
Work on a “three strikes and your out” system where you provide three warnings to the customer on three separate occasions after which you terminate the interaction. Each time you give the customer a warning explain firmly that you do not tolerate any abuse and that if they do not desist from their inappropriate behavior, the interaction will be ended.
If the situation continues to escalate or it becomes abusive, assertively tell the customer that you’re going to conclude the conversation. Offer alternative channels or support avenues for further resolution and then terminate the interaction.
Dealing with problem customers can be very difficult and there are complexities involved beyond what I’ve covered here, which is why I wrote a separate, more detailed article about it, which you can find here.
13. End the Conversation Positively
The way you end an in-person conversation with a customer is just as crucial as the conversation itself, as you want to leave a positive lasting impression, reinforce customer satisfaction and help future interactions be as successful as this one. In fact, the way you end a customer conversation is so important that I wrote an in-depth article about it which you can find here. Nevertheless, here’s a checklist of things you should do to ensure a strong finish to your customer conversation.
Summarize the Key Points Discussed
Summarize the key points you’ve discussed as not only will this subtly indicate that the conversation is coming to an end – that’s the nature of all summaries, but it will solidify both you and your customer’s understanding of the conversation and leave you both with clear takeaways to act upon.
Confirm Any Next Steps
If any resolutions or follow-up actions were promised during the conversation, you should now reiterate and finalize them. Recap the commitments you made and outline the step by step process for their completion along with the timeline by which the customer can expect them to be carried out. This proactive confirmation ensures the customer has clear expectations about what’s going to happen next and that they aren’t left uncertain about the next steps, or worse disappointed in the outcome.
Address Any Additional Concerns
Ask the customer if there are any other questions or concerns that they would like to discuss. By offering the customer this opportunity – despite having already taken steps to wind down the conversation, you demonstrate attentiveness to them and a commitment to resolving all their potential issues comprehensively.
Express Gratitude and Appreciation
Thank the customer for their time and for choosing your product or service. Expressing gratitude reinforces a sense of appreciation and leaves a positive final impression.
Invite Feedback
Encourage the customer to share their feedback about the conversation. Let them know their opinions are valued and that their feedback helps in improving services.
Offer Further Information for Continued Support
Provide your contact information or any relevant support channels in case the customer needs further assistance. Assure them that you’re available to help if they encounter any issues in the future.
14. Assess and Improve Your Performance
If your goal is to provide outstanding customer service and to continually improve and refine your skills, then you’ll need to assess your performance after every in-person conversation with a customer and learn from it. To do this you should evaluate your performance, reflecting on what went well (and giving yourself a pat on the back for it) and what areas need … let’s say … attention.
Think about each aspect of customer communication that we went through in this article and assess how effective you were at implementing it. For any challenges or failures, ask yourself what went wrong and formulate actionable steps and strategies to improve for your next customer conversation. If all that sounds a bit overwhelming don’t worry, as I’ve compiled a list of questions you can ask yourself to get started:
- How well-informed was I about the products, services, and company policies relevant to the customer’s inquiries?
- Did I effectively convey all the necessary information, ensuring it was clear and easily understood by the customer?
- How engaged was the customer during the interaction? Did I foster an environment of active participation and collaboration?
- How efficient was I at addressing and resolving the customer’s concerns or issues? Was the solution timely and effective?
- How well did I manage my emotions during the conversation? Did I remain composed throughout, and did I demonstrate empathy in response to the customer’s emotions?
- Was I receptive to customer feedback?
- Did I express gratitude to the customer for their input?
- What specific areas of my performance need to be enhanced or refined?
- What realistic and measurable goals can I set to improve my performance in future interactions?