What is the one mistake that many businesses make and causes them to lose customers? It's simple, they overlook is the importance of customer relations. For example; you go into a super huge shopping center to find the items you need. When you can’t find an item, all of the friendly sales people you saw walking around 30 seconds previous have mysteriously vanished. Gone. Out of site never to be seen from again. Customer care is forgotten.

Now compare that to any store you go into that has a friendly atmosphere. You are greeted at the door as you enter. They ask you something along the lines of "how is your day" or "what brings you into XYZ store today?" They put your concern first as soon as you come in.

You can then tell them what you need and save time as they help find it. Or if you are just looking, they make a point of letting you know they are there to "help" if you need anything. My goodness, I'm starting to feel like a Queen already! And that is exactly how you want your customers to feel.

Even when you have found everything you were looking for, the experience doesn't stop there, great sales clerks spend some time talking with you, ask where you are from, how’s the weather, do you have a long drive, maybe ask about the project you are working on, and I love this one, Is there anything else I can help you with today? Then, if you should say yes, they treat you like an old friend they haven’t seen in a very long time! Isn’t this the store you would go back too? I know I would.

Ok, but what does this mean for selling online? I don't even see the customer!
It's very similar. Ask yourself, how do you answer questions when someone contacts you? Do you offer additional information that applies to the model? Do you offer to send additional pictures or offer an additional type of shipping option that was not advertised? Do offer to help with anything else and remind them that you will combine shipping?

Details matter

What if this is the very first time this person looked at your ad and had a question? If you go out of your way to answer and help them feel as though they are very important, don’t you think they will remember and come back to see your other listings? I do, I seen it, I’ve done it. Now it’s time to repeat that experience and to be better sellers of model horses.

All of these details matter to the seller or store owner as well. You are always building your reputation with your customer or clients. You need to build a relationship with them, every time they "come into" your store or ad. They are the reason you are there, it is their money that is helping you pay your bills. Make it worthwhile for them and they will be more than happy to open their pocket books again in the future.

It's the experience, not the product

Another very important perspective is this: You are selling an experience to your customer. I don’t believe it is the actual model that makes the sale; I believe it is the experience of owning that model. It is the experience of making a great deal, of bringing back memories or starting new ones. The model itself is only a symbol of what the actual need is. The vintage and antique models bring back memories. The custom models stir up the desire for being different and being the only one that has one like it. The new models stir up hopes and dreams of future shows or play by young children. (Yes, children still play with them and are inspired.)

So you are not selling a model, you are selling an experience. Continually ask yourself, how can you make that experience a great one? And you will be head and shoulders above your competition.