HOW GOOD SALESPEOPLE
STRIKE THE RIGHT BALANCE
BETWEEN INTIMACY AND RESERVE
TO REEL IN THE ILLUSIVE CONSUMER.
BY NAOMI STILLER
ILLUSTRATION: VIOLET LEMAY
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The door of the shop opens and a total stranger
walks in, looks around inquisitively, prowls the
shelves and picks up the scent of the bait we’ve
placed. This is our customer or more precisely
someone who might become our customer if we don’t make the
wrong move. Should we address him or her right away or wait
another moment? The risk of putting this rare example of an
extremely shy species to flight is considerable. We should never
appear intrusive, but neither disinterested either. For the time
being, eye contact suffices, accompanied by an open smile. After
that, we’ll have to weave an inescapable web of appeal with a
fine balance of intimacy and reserve.
