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Creating the simple-minded customer

By Brian Barfield

44224753-mainWe close out this series on the four basic customer types by focusing on our main goal, which is that of creating the simple-minded customer. Every customer that you sell has the potential to eventually become one of these. What is a simple-minded customer, you ask? Quite simply, it is the client who knows you well and trusts you have their best interest in mind. Once the bond of trust is created, they become the foundation of a loyal customer base. By meeting their needs and giving them an amazing retail experience, they no longer see you as an opponent, but rather a trusted friend.

This may all sound wonderful and euphoric, but there is a price to be paid to reach such greatness. It goes beyond just meeting their needs, as we have discussed in the other articles in this series. In order to create such a customer, you must give them a memorable experience. Everything I teach is designed to create such an experience. In this article, I will share the three main ingredients needed to set you apart from every other sales associate. Combine the three with meeting your customers’ needs and you can create an experience that keeps them coming back for more.

The first main ingredient is passion with energy. This is the fuel that drives you to greatness. When you sell with an intense focus and desire to please your customer, amazing things will happen. Selling with passion and energy is like giving your customer a rare gift. With all the stresses and demands of the modern world, many clients may enter your store feeling drained and unmotivated. The experience you give them should help fill their ’emotional energy tank.’

Ask yourself the following questions to determine whether you are selling with passion and energy. Is there excitement in your voice? Does your body language let your customer know you are happy to see him or her? Does your eye contact convey you are truly interested in what they have to say? Doing these few things well can make a big difference in your passion and energy levels.

The next main ingredient is a concept that has changed my career—it is the ability to put on an amazing show for your customer. When you meet their individual needs and sell with passion and energy, you are no longer a traditional sales professional. You, my friend, are now a ‘performer.’ If you really want to separate yourself from the traditional sales associate pack, learn to create a show time experience for your customer. Why does this work? Well, we all love to be entertained, and putting on a show, so to speak, is something I find is missing from the sales floor. It is time for something new and different. Greatness is found when you take what is successful and build on it.

The final ingredient is the power of serving your customer. Is your sales presentation really all about your customer, or are you more focused on commission and the amount of the sale? If you make the sale all about your customer, then you create loyalty. You do this by serving your customer while selling them. This is another skill that can set you apart from everyone else.

What has been presented to you through this article and the others in the series is the vision of what the modern day sales associate looks like. Times have changed, and with them, so have our customers. No longer will the standard sales pitch of greeting, feature and benefits, overcoming objections, and closing the sale lead you to true success. These things are still important, but everybody else is doing the same thing. If you want to truly set yourself apart, I challenge you to apply these sales tactics and prepare to be amazed. What you will find is more than just an increase in sales. You will also find the satisfaction of making a difference in other people’s lives.

This article is based on the book, “Modern Day Selling: Unlocking your Hidden Potential,” by Brian Barfield. For more information, visit his website at or e-mail him at

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