Written by Sean McPheat | 
It is incredible that three mere words from a total stranger will often create fear, frustration, and feebleness in some of the most experienced retail salespeople.
The extremely common response of “I’m just looking” from a prospective customer, causes some retail sales reps to walk away and wait for the prospect to convert themselves into a buyer.
But is it really a sales objection or is it something else?
If you think about it, the term, “I’m just looking,” it’s not an objection, a stall, or an excuse.
“I’m just looking,” is a literal and logical fact that is a clear and decisive step in the sales process.
This step in the sales process is also a good thing for the salesperson because you should know that it is coming and you can therefore plan for it.
The fact is that people do not look at things they do not like or want. When was the last time you got up and went out to a new car dealership just to look at some cars when you had absolutely no intention of ever buying a new car? If you have ever gone out and looked at some new cars, it is only because you had some desire to eventually purchase a new car.
Even the preverbal window-shopper still has a purchase in the back of their mind, even if that purchase, at the time, is not much more than a dream or a wish. When a prospect says that they are just looking, they are telling you that they are looking for something that they desire; something that they want or need.
The looker is a buyer
Instead of assuming that the “I’m just looking,” prospect is not a buyer; assume the opposite and that they are.
When they say, “I’m just looking…” understand that the prospect;
If you just look at those three points, you will note that they consist of the things you are supposed to do as a professional salesperson; and that is to HELP the prospect.
Look at the above three points.
• The prospect has the purchase of something in mind
Is it not your job to help people get what they want and need?
• The prospect may not have yet a set budget for the item or even believe they can afford it
Is it not your job to HELP the prospect understand the VALUE of the item or service, and how they can afford it?
• The prospect may not yet have a time frame in mind or believe the purchase is even possible
Is it not your job to HELP the buyer understand the urgency, and how and why they need to act quickly?
Example 1 – Help there and then
Instead of…
Salesperson: “Hi, can I help you with anything?”
Prospect: “No thanks, I’m just looking.”
Try…
Salesperson: “Hi, is there something specific you would like to look at, or would you rather just look around?”
(This instantly prevents a defensive response from the prospect regarding just looking.)
Prospect: “Ah, yeah, I’d like to just look around for a while.”
Salesperson: “No problem. We’ve got some specials on today. Was there anything you’re looking for in-particular?”
Example 2 – Set up and help later
Salesperson: “Hi, is there something specific you would like to look at, or would you rather just look around?”
(This instantly prevents a defensive response from the prospect regarding just looking.)
Prospect: “Ah, yeah, I’d like to just look around for a while.”
Salesperson: “No problem. Just grab me if you need some help”
Prospect: “Thanks so much”
(You have avoided a defence response and stayed on the same side as the prospect. A little later the salesperson approaches the browser…)
Salesperson: “We’ve got some specials on today. Was there anything you’re looking for in-particular?”
Don’t forget to fact find!
Don’t assume that your customers are going to understand everything about your products and services. You’re the one with enviable retail product knowledge so use that to your advantage when you’re unearthing customer needs.
There are so many sales questions that you can be asking your customer. Ranging from sizes and styles through to preferences and occasions, it’s your job to funnel down the high-level requirements into something very specific and then you can point out exactly where those goods are.
Our retail customers expect a lot from us. They want us to have the best customer service skills coupled with great sales advice but without being hassled. Is that too much to ask? If you treat them with respect with the mindset that you are there to help them then you can’t go far wrong.
Are you looking for retail sales training?
If you want to improve your customer service and selling skills then we have a number of different Retail Sales Training options available to you. These include training for area managers, store managers and sales executives. They can also include train the trainer options if you have a workforce of hundreds or thousands of retail staff.
Our generic Sales Training and Sales Negotiation Training programmes can also help you to make the most of your skills, delight your customers and keep them coming back for more.
Or take a look at our full portfolio of Sales Training Courses.
Happy Selling!
Sean
Sean McPheat
Managing Director
MTD Sales Training
Updated on: 10 December, 2021
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