Lesson 5: Approach Timing and Asking the Right Questions
Back to: Customer Service Excellence: The GUIDE Way
To recommend the right product, you must first understand the customer. This means observing, asking and listening.
When to approach
Perfect your timing. If you wait too long, you may miss the opportunity. Approach when:
The customer signals that they need help.
The customer shows sustained interest in a product.
The customer returns to an item they looked at earlier.
Identify the exact need
Ask the right questions.
Understand their needs.
Listen actively.
Ask about their usual preferred choices, the capacity they need and the style they want. You will usually need several questions to find the real need.
Open-ended vs. closed-ended questions
| Open-ended questions | Closed-ended questions |
|---|---|
| Start with Why, What, When, Where, Whom, How | Answered with Yes, No or one word |
| Used to explore needs and preferences | Used to confirm details or suggest a specific item |
| “How would you like me to assist you while you look around?” | “Is this selection for you, or is it a gift?” |
| “Which styles appeal to you most? Would you like to see some of our popular purses?” | “Would you like to see our leather belts?” |
Wants vs. Needs
Want = WHAT item the customer is asking for (e.g. a trolley bag).
Need = WHY they want it, the occasion or problem (e.g. a two-week international trip with check-in baggage).
Key takeaway: Customers tell you the want. Good questions reveal the need, and the need decides the right product.