The Retail Flooring Consumer

The sales professional's slight edge is often because he sells from the customer's point of view. This means that the sales professional understands the needs, preferences, and priorities of the customer and tailors their sales approach accordingly. By putting themselves in the customer's shoes and considering things from their perspective, the sales professional is able to effectively communicate the value and benefits of their product or service, ultimately increasing the chances of making a successful sale.

Customers' biggest fear is making a mistake. This fear stems from the concern of making the wrong decision or choice, which could lead to negative consequences such as wasting money, time, or effort. Making a mistake can result in regret and frustration, and customers strive to avoid such situations by carefully evaluating their options and seeking assurance that their decision is the right one.

The statement suggests that the average consumer is not comfortable in making decorating decisions. This implies that consumers may struggle or feel uncertain when it comes to choosing and deciding on various aspects of decorating, such as color schemes, furniture arrangements, or selecting decor items.

The word "major" fits well in the blank because it suggests that purchasing flooring is a significant or important investment for the customer. The statement also mentions that it may be the third or fourth largest investment after a house and car, further emphasizing the significance of the purchase.

Consumers have key buying attitudes and habits that include shopping at 2-3 stores, finding the process stressful, feeling uncomfortable making decorating decisions, considering it a major investment, and fearing making a mistake they will have to live with.

The key thoughts that will consciously affect the actual buying process are customer service, price, color, and durability. When making a purchase, customers often consider the level of customer service they will receive, as it can impact their overall experience. Price is also an important factor as it determines the affordability and value of the product. Color plays a role in the decision-making process as it can influence personal preferences and aesthetic appeal. Lastly, durability is considered to ensure that the product will last and provide long-term satisfaction.

The five key reasons that a retail customer does not buy are: No Need, No Hurry, No Product, No Money, and No Trust. If a customer does not perceive a need for the product, they are unlikely to make a purchase. Similarly, if there is no urgency or time pressure to buy, the customer may delay or not make a purchase at all. Additionally, if the desired product is not available or out of stock, the customer will not be able to buy it. Lack of financial resources can also prevent a customer from making a purchase. Finally, if the customer does not trust the retailer or the product, they may choose not to buy.