How do we convert visitors to buyers? This question is often asked by participants of my training sessions; especially in Travel Retail Industry.

To offer right product or guide shoppers for right solution and eventually negotiate for successful sale depends on understanding the customer well. How do you do it in Travel Retail / Duty Free environment especially where international travelers are brisk passing through the shopping area on his/her way to boarding gates? Increase in footfall to your shop does not yield required result unless visitors are converted to buyers.

Sales staff at the Travel Retail shop has few minutes or perhaps few second to zoom to traveler’s mind to understand and give what he/she wants. Expert product knowledge alone will not get you there.

There is no better way to get to this point than asking the right question…

To whom do you want to buy (it)? is one of the important question that will take you direct to his/her choice set. One of the possible answers could be it is to me (for self-reward) or to someone else (as a gift).

Well this seems to be common sense approach. However, this common sense is often not so common.

Once you take the prospective buyer through logical questioning sequence you would be able to offer exactly what he/she is looking for.

When negotiate with international traveler for successful sale, due consideration to culture aspect, understanding the body language and effective use of eye contacts too are essential parts of this successful approach.