When working with store customers, there's a critical moment when they shift from browsing to buying. It's the instant when a product transitions from being "ours" (the store's) to "yours" (the customer's).

The critical difference between these two words is the letter Y. This "Y" symbolizes the unspoken "Why?" that the customer contemplates before purchasing.

Understanding and leveraging this "Y Factor" can dramatically improve sales performance and customer satisfaction.

The psychology behind purchasing decisions is complex, involving a mix of emotional and rational factors. At its core level, as customers look at a product, they subconsciously ask themselves:

Why do I need this specific item?
Why should I buy it now?
Why should I purchase it here?

For the staff to transition that customer from browser to buyer, the staff must be able to answer this simple why question:

Why will the customer buy this?

When your staff can answer that. Bingo! The sale usually gets made.

The problem is that most staff only talk about “our” product—the features, the price, etc. That information is essential, but it usually doesn’t result in the shift to “yours.”

You rarely can answer the why question without knowing three things about the customer. It is a foundational part of specialty retail selling.

That information gives you the why.

Let’s do an example of someone coming in to buy a game as a gift. The three questions need to be about the recipient.

1. What is their name?
2. What is their age?
3. What kind of games do they enjoy or currently own?

The “ours” to “yours” is an easy shift when you can share the why: “Timmy,” who already enjoys X types of games, will love the Y game.

It quickly answers the customer’s internal questions:

Why do I need this specific item? (Because it is the kind of game Timmy likes.)

Why should I buy it now? (It will make Timmy very happy.)

Why should I purchase it here? (So I have it for Timmy’s birthday.)

Notice that price is far less of an objection in “yours” but is when you discuss “our” product.

This is also why getting customers to touch, hold, try, and try on products is vital to turning browsers into buyers. Engaging with the physical product is a massive driver of the “ours” to “yours” transition. It also answers the why now and why here questions…because the product has mentally become theirs.

Finally, you should always be able to observe the transition from “ours” to “yours.” If not, the focus has remained on our product, not the customer’s.

Into action:
• Share this article with your staff.
• Practice learning three things about the customer.
• Practice the why statement from “ours” to “yours.”
• Have the staff (and yourself) observe the staff with customers to identify the why moment.

So let me ask three questions:

1. Has a customer ever overshared when learning three things? (Of course, they have! I had one customer tell me she was buying jewelry because her husband got so drunk the night before. I wanted to hug her!)

2. What is your favorite game? If it is finding the dust bunnies on the sales floor, someone needs some time off!

3. How often can your staff answer the question, “Why will the customer buy this?” Increase that number, and you’ll increase your sales. It's as simple as that.