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Tallahassee, FL—In our previous installments, we discussed the four basic customer types—analytical, demanding, guarded, and simple-minded—and examined both the analytical and the demanding customer in depth. Now we turn our attention to the guarded customer.

These are the customers who erect an invisible wall to protect themselves. Many reasons could have prompted them to put up that wall: a bad shopping experience, intimidation, a troubled past, or just not understanding fine jewelry. All of these reasons have one common foundation: fear. When you learn to sell these customers successfully, you give them not only a pleasant shopping experience but also the gift of freedom from their fear of jewelry, luxury, or even shopping.

To sell a guarded customer, first understand that they are in control. They will decide whether to let you in or keep you out, and the way you treat them will determine the outcome. One of the funniest things to see on the sales floor is a pushy sales associate trying to greet a guarded customer. Full of confidence, they are on a mission to get a sale. They charge full speed ahead and go in with a super strategy and then wham! They hit the invisible wall.

“I am just looking,” says the customer, clearly not wishing to interact. Once you recognize that wall, you must find a way to be invited in because without that invitation success will be limited. So remember that a guarded customer is always in control.

The next concept to selling a guarded customer is to understand their value. Do you really value them as your customer, or are they just a sale?

Have you ever watched the Discovery channel? In a nature program, what happens when the predator closes in on the prey? They run. In the store, if you even subconsciously regard customers as prey, they will do anything possible to get away if you come too close. Every once in a while you will make a kill (sale) but that person will not come back to shop with you again. That is why I encourage you to value your customer and feed them with kindness and gentleness. Instead of killing them with pushy sales tactics, they will flourish and will come back to be fed time and time again. This is how you build a relationship with the guarded customer.

The final concept to selling the guarded customer is honor and respect. Every guarded customer you sell is like starting a new relationship. If they choose you, then a courtship begins as you go through your sales presentation. Just like dating, they are looking to see if you are worth a commitment. If you treat them with honor and respect, then metaphorically speaking you will find yourself at the altar with your customer as you close the sale. Anyone who has been married will tell you that the moment the bride’s veil is lifted is powerful and amazing. That moment sticks with both bride and groom forever.

Using these concepts, you now have the knowledge and power to create this moment with every guarded customer you sell.

Top image: Warriorcatsrpg.com

Modern Day Selling offers the freshest new insight in jewelry sales training designed to help sales associatse achieve greater success. As a yearly million-dollar-plus sales associate for the past eight years, Brian Barfield practices what he preaches on finding success based on the core principles of trust, honest and integrity. He is a two time published author whose insight is being recognized around the world. For more information or in-store training, visit his website at http://www.moderndayselling.com or email brian@moderndayselling.com.