RETAILOBSERVER.COM MARCH 2025
6
Moe Lastfogel
moe@retailobserver.com
Moe's Musings Views
Happy Retailing,
M
any people in business will tell you the first impression is the most
important. When a client walks into your showroom or business,
this is certainly true. The items for sale are clean and organized, the
signage is easy to read and properly displayed, the employees are well-
groomed and well-mannered. These are simple business practices we can
all agree on. But what about the relationships we build in the first 15 minutes?
Many times, a client will walk in with a specific need – a laundry set, or a
new refrigerator. Or maybe they're holding a set of plans for a new house or
remodel. Before we look at anything else, it's our responsibility to be sure
we truly understand the client's needs, above and beyond the box we're
wanting to sell them.
A few simple questions and a genuine interest in their daily lives and
needs can go a long way. How many children do they have? Are there
children at home? How often do they cook? What types of cooking do they
like? Do they have special physical needs or constraints? Are there brands
they like or dislike? Do they have religious observations that an appliance
can help with? Of course, questions about size, color, and features can help
move the sale forward. But getting to know the client will not only save you
time and energy, it will start a relationship you can build on for years.
It's been 18 years since I sold my last box. Even after I began my journey
with The Retail Observer, I continued to receive phone calls from clients
who needed advice or just wanted to say hello. It's not about any position I
might have in the industry, it's about the relationships I formed long ago by
showing genuine interest in my client's true needs outside of the sale. Ask
the questions, hear what they say, and most important, forge new friendships
beyond the box.
THE FIRST
15 MINUTES
OF A CLIENT
RELATIONSHIP
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