ASK THE EXPERT: THIS IS NOT A NAVY SUIT

When a customer walks into your store and asks for a specific item, a navy suit, for instance, it’s easy for salespeople to take their request literally and feel limited if the exact product isn’t available. Our expert, BJ Stringham of UWM Men’s Shop and Selling Is, explains that focusing solely on the precise request may result in missed opportunities. Customers often don’t know exactly what they want, and what they verbalize may not be their actual goal. By encouraging customers to try on other options, even if they differ from the requested item, salespeople can help uncover what the customer truly desires.

A customer may ask for a navy suit because they read it’s a conservative choice, but their actual need could be for any suit that conveys professionalism or confidence. By encouraging customers to try on various options, even if they differ from the requested item, salespeople can help uncover what the customer truly desires. Ask questions like, “Why a navy suit?” or exploring alternative colors can lead to a more successful sale and a deeper connection. Understanding the emotional motivation behind the purchase—whether it’s confidence, status, or fitting in for a big event—can reveal more flexible solutions. Salespeople should aim to keep options open and focus on addressing the underlying needs, rather than rigidly adhering to the customer’s initial request.

Image, at top, by Ruthson Zimmerman.