Communication is Key

Communication is Key

Communication The Retail Advisor


Communication is about connecting with the customer; it is a 2-way process.

Communication is like a continuous cycle of giving and receiving feedback. It forms the core of your customer experience.

Your words, tone, and communication channels all shape how customers perceive you and your business. When used correctly, communication can evoke powerful emotions in your audience and shape your brand’s image.

Remember that People buy people first, the product or service second, but they also  buy the story and the feelings too.  

Good communication can be taught and can have a massive impact on your business. Using simple and actionable tips, it’s possible to train your team to create a good impression.

Studies in the 1960’s show 3 types of communication:

  • Verbal– what we say 8%                
  • Vocal– how we say it 38%                
  • Non-verbal– body language 54%

Retail Online

By using a mix of communication skills, we engage fully with customers (both internal and external).

Active listening

While we use our listening skills every day, we only actively listen if we concentrate fully on the person speaking. Active listening improves our understanding of what the customer is talking about.
You can focus on the conversation by mentally repeating back to yourself, what the speaker is saying. You could suggest moving to a quieter place to ensure that neither you or the speaker is distracted.
Minimise interrupting the speaker, as they may loose their thread. Be patient, accept pauses in the conversion!

Effective Questions

 Ask open questions to gather information and facts. What does your current living room look like?
Ask probing questions to gain additional details to support the information gathered. You mentioned needing a desk, would you be working from home full time or just occasionally?
Use hypothetical questions to suggest or introduce a new idea. If you could build your perfect home, what would it look like?
Reflective questions should be used to check your understanding. So you would prioritise A over B to make sure you could afford to do it all?
Finally, closing questions can be used to bring the conversation to a conclusion. So will I take these to the till for you?


Communication quick tips:

  • Address customers by name, if possible. 
  • Introduce yourself, be friendly and build a rapport.
  • Smile; it impacts the tone of your voice.
  • Say thank you! Whether in person, on the phone or in a email, be grateful to the customer for the inquiry or sale.