The GUEST approach…The GUEST model of selling
I think it’s important to use the GUEST approach with all that enter our lives and businesses. A simple greeting can mean the world to someone, a simple hello and a gentle smile, welcoming them into our space. I recall a colleague of mine telling me a story of when she walked into a clothing store and two store attendants were gossiping and speaking to one another and totally ignored her. She could see the owners had put in a lot of time and money to have the store looking the way it did, with beautiful chandeliers and the racks full of merchandise to be sold. Five minutes into her browse, still no hello, no smile, not even a look in her direction. She made it a point to walk right in front of them in plain view, still nothing. It was almost like the scene from the movie Pretty Women, she had all this money to spend, but the attendants dismissed her and her wallet. She left the store underwhelmed and a bit self conscious, and she vowed to herself never to return again. My colleague returned to the same shopping precinct a couple of months later, and to no surprise the store had closed down. If the staff simply followed the five simple steps of the Guest approach (or even the first step), the store may have had a better chance of success.
Use the GUEST approach as part of a five-step sales process. Improve your sales and customer service by welcoming customers as Guests.
The G.U.E.S.T. approach stands for:
- Greet your customer.
- Understand the Guest and uncover the customers’ needs.
- Explain the features and benefits of your product or service.
- Suggest additional items and/or services and solve their objections.
- Tell them to buy, but most importantly be sure to Thank the Guest.
If you would like any further advice then contact me here at steven@garrardslondon.com.au or 0439 964 020.