Welcome back to our platinum sales training series!
In a previous article, we introduced the DIPADA framework. It’s a tool designed to elevate your sales approach.
Today, we’re diving into the first step: Define. This stage is all about creating a memorable first impression, building trust, and gathering key information. We do this because understanding your customer from the start sets the stage for a successful sale and a meaningful experience.
Let’s start with the basics: a warm and genuine welcome.
You might be thinking, ‘Why does this matter so much?’ Well, research shows that customers are 50% more likely to engage when greeted warmly within the first few seconds. (Source: www.nrf.com) That initial interaction can make or break their impression of you, and the store.
Here’s how to perfect your welcome: Be genuine, make eye contact, and use a friendly tone. For example, instead of just saying, ‘Can I help you?’ try, ‘Welcome! What brings you in today?’ This subtle change can spark a conversation and make the customer feel comfortable.
Once you’ve greeted the customer, the next step is to break the ice and start building rapport. Remember, you’re not just selling a product, you’re creating a relationship.
Building rapport involves being personable and showing genuine interest. You might compliment a piece of jewellery they’re wearing or ask an open-ended question, like, ‘Are you celebrating a special occasion?’ This keeps the conversation natural and engaging.
Be authentic and make your approach feel effortless. People can sense when you’re being sincere, and that authenticity is what builds trust.
Did you know that up to 90% of communication is nonverbal? (Source: www.psychologytoday.com)
Your body language speaks volumes, so use it to your advantage. Stand up straight, maintain open and welcoming posture, and always smile genuinely. Your eyes are also powerful tools—make regular eye contact to show you’re fully present.
But don’t forget to observe your customer’s body language too. Are they leaning in with interest, or do they seem hesitant?
Adjust your approach based on what you see. If a customer seems reserved, you might take a step back or give them more space, while an engaged customer might appreciate you leaning in slightly to share more details.
Now let’s talk about one of the most crucial parts of the Define stage: asking the right questions. The goal is to uncover the customer’s needs, preferences, and motivations. Open-ended questions are your best friends here because they encourage conversation rather than shutting it down.
Examples of powerful open-ended questions include:
- ‘What’s the story behind your interest in platinum?’
- ‘How do you imagine wearing this piece?’
- ‘What features are most important to you?’
Notice that these questions can’t be answered with a simple ‘yes’ or ‘no.’
They invite the customer to share more about themselves, giving you valuable information that you can use to make the perfect recommendation.
And don’t forget to actively listen. That means showing that you’re engaged: nodding, giving verbal cues like ‘I understand,’ and summarizing what they’ve said to show you’re paying attention.
For example, ‘So you’re looking for a piece that’s both timeless and durable. Platinum would be a perfect fit.
Imagine this scenario…
A customer walks in looking slightly unsure.
You greet them with a genuine smile and say, ‘Welcome! What brings you in today?’
They mention they’re browsing for an anniversary gift, so you ask, ‘Are you celebrating a big milestone?’ Their face lights up, and they tell you it’s their 10th anniversary.
You use their response to build rapport, sharing that platinum is the ideal symbol of enduring love, and you notice them relaxing and opening up.
By the time you’ve finished your conversation, you’ve gathered all the information you need to guide them toward the perfect piece—and they’re genuinely excited to see your recommendations.
Now let’s consider what happens if you skip these steps….
A customer walks in, and you simply ask, ‘Can I help you?’
They feel pressured, and the interaction feels transactional.
You don’t learn about their special occasion, so your recommendations miss the mark. Without rapport, there’s no connection, and no sale.
As you can see, the Define stage lays the foundation for everything else.
It’s not just about gathering information; it’s about creating a welcoming, trustworthy environment where your customer feels valued and understood.
Get this stage right, and you’re already setting yourself up for success in the next steps of the DIPADA framework.
Ready to practice?
Here are a few activities to help you master the Define stage:
Role-Play Exercise: Pair up with a colleague and practice welcoming and questioning techniques. Take turns being the customer and the sales assistant.
Body Language Drill: Use a mirror to observe your own body language and work on maintaining an open, welcoming posture.
Question Crafting: Write down five open-ended questions that you can use in different scenarios and test how well they encourage conversation.
Here’s what we learned:
The Define stage is crucial for setting the tone of the sale.
Greet every customer with warmth, build genuine rapport, use positive body language, and ask open-ended questions. This will help you uncover your customer’s needs and create an unforgettable experience.
Thanks staying with us!
In our next article, we’ll explore the Identify stage and learn how to pick up on emotional and practical cues that guide your recommendations.
Remember: Every interaction is an opportunity.
Make the most of it by mastering Define!
See you next time.
