Converting the Curious
I was in a Sprint store last week to swap out a bad Blackberry battery (can’t wait to get the Evo May 1), when a group of people wandered in as if they were lost. The helpful Sprint associate explained that they were from the warehouse wholesale event next door. It had become a common occurrence, he said.
“Are they really looking or just curious?” I asked. “They’re just curious,” he responded quickly. “But that’s my job — to take the curious and make them customers.”
Wow. I went in for a battery and came out with a business lesson. That is my job, too, and probably yours. Get people in to your store — or on to your website — and then convert them. Make them believers in what you do by explaining the value of what you offer and how it will make their life better.
They don’t have to be fans before they arrive, just after they leave.