You do not have to scratch your head and try to figure out what creates fear in buyers. Let me just mention some of the obvious and what is based upon past experiences, and here are some of them: buyer’s remorse, getting themselves into debt, being a compulsive buyer and having a hard time to say no to a good salesperson. Customers fear the stereotype salesperson that could lie to them. There are some customers that have made mistakes in buying and are afraid of making them again by being talked into buying without completely making up their own mind. Some buyers have been lied to and have had bad experiences from pushy sales people.
You need to learn how to disarm your customers fear. First is that wonderful smile. That smile in itself, if sincere, will reduce the fear. Then you need to establish a rapport by listening to understand their needs. As there is always a but, if you sense or feel that this sale could be a losing battle, do not waste your time, just go to the next customer or put them on hold and let them look around on their own. If you were not working on a sales floor, there are other options available in overcoming the fundamentals of fear to help your customer in the decision-making process.
