I called into a bike shop today to buy a pair of bike gloves. Nobody greeted me as I went in, and I wandered around the store trying to find the gloves I needed. After about 5 minutes, a head appeared from beneath the counter and I discovered that the head belonged to the owner who enquired “Can I help you with something, mate?” (I always find that an amazing question. If somebody who looks like a customer is wandering around looking a little befuddled, it would surely be a reasonable assumption to believe that they needed help).

“Yes,” I said, “I’m looking for a pair of bicycle gloves.”

“They’re there… and also there,” he said, pointing vaguely in two directions.

So I trundled over, sorted through the gloves, and found a pair to my satisfaction. (I should observe that, in case you are asking the question, the purchase of bike gloves does not necessarily make me a Tour de France calibre rider, but it certainly indicates that I’m at least a regular rider, if not a member of the lycra brigade.)

I wandered back to the counter and the transaction was completed. But here’s where the opportunity was lost because I was never asked some important questions.

1. “Have you been to our store before?” because he could have found out a little bit more about me and what my needs are.
2. “How did you find out about us?” (Although I volunteered the information that I had seen their advertisement the day before, he didn’t ask in which newspaper, to gain an indication of how effective his marketing was.)
3. “Can I have your contact details?” as the purchase I’d made indicated that I’m at least a regular bike rider and may be in need of further bike supplies which he could recommend as part of staying in contact with me.
4. “By the way, have you seen this?” and shown me something else that was on special or gave him the opportunity to up sell, add on sell or cross sell me.

I’m often told shopkeepers don’t have time to ask these sorts of questions because they’re often so busy. It amazed me just a bit since the owner was having a snooze, and there was nobody else in the store. I know if I’d become the focus of his attention he could have gotten a lot more money from me.

In a time when bike shops are closing because people are buying new bikes on the net (and lots of retailers are having similar hard times), I would have thought this man would have done everything possible to ensure I had a great experience, let me know they had great gear and that I must go back.

But I guess it’s easier to sit and snooze or whinge than actually do something about building the business.

If you want a comprehensive guide to making seminars work for you, purchase Winston’s great audio program How to run successful seminars – the Magic of Seminar Selling. Get great results for any business through Seminars and Workshops for both old & new clients. Whatever your business, you can use seminar magic to cultivate clients… and make heaps of sales too!