"I'm just looking!" We all hear it and we all wish we didn't. It's a phrase that's been around for a long time and shows no signs of fading. I, for one, am waging a full scale attack on "I'm just looking."

It's the customers' weapon. It is simple, yet effective. My weapons are likewise simple, yet effective. But I have a wider variety of weapons, coupled with a strategic defense plan for maximizing their success. They are techniques that prevent "I'm just looking" from even occurring and techniques for handling it when it does occur.

Everyone agrees that "I'm just looking" has become a habit for customers. It worked so well in getting rid of salespeople in the past that customers use it repeatedly. Now, even when they know exactly what they want or if they really do need your assistance, they still say it. Frankly, I don't think they even realize what they're saying sometimes. Believing this to be true is essential in avoiding the dreaded phrase. The percentage of customers that really are just looking is so small that I make a general rule of never really believing that the customer is "just looking." If you believe the customer more times than not, there's really no point in even reading the rest of this article. Your whole goal in life should be to avoid hearing it so you can find out what the customer wants, needs and desires. Only then are you able to assist them. "I'm just looking" is just one of the obstacles set up on your sales course.

If you know anything about my selling system, you know I talk about schmoozing with the customer as opposed to saying, "Can I help you?" Schmoozing is simply using questions about a non-business related topic to encourage conversation with the customer-making small talk. The theory is that if you can get the customer to talk with you about something other than business for even a brief period, the customer will not be intimidated you are a salesperson. This person-to-person type of encounter lessens the need for the customer to even say, "I'm just looking," in the first place. After all, you're just being a friendly human being.

However, schmoozing can't go on forever. There comes a time when you have to get around to the business at hand and make the sale. The transition is made by asking the customer, "So, what brings you in today?" I prefer phrasing it this way for several reasons, one of which is that it sounds very non-threatening and casual to the customer. It also can't be answered by yes or no, so your chances are already better than they would be with "Can I help you?"

Unfortunately, even if you've schmoozed well with the customers, the moment you finally ask about business they revert right back to being defensive and say "I'm just looking." They still don't realize they're saying it! Never fear! A technique called the take-away could be the answer. When the customer says they are just looking, you smile and say, "Well great! What kinds of things are you looking for?" Think about it for a moment. If the customer isn't even aware of saying it half of the time or is using it to get rid of you, if you can take the phrase away from the customer, they are defenseless. At that point, the customer has no other alternative than to come clean and tell you what they are looking for, unless of course, they really are just looking.

The take-away is a terrific tool that should become as much a habit for salespeople as "I'm just looking" is for customers. If done properly, it will allow you to get further in more presentations than you'll ever imagine. However, the odds of the take-away working are reduced significantly if you haven't schmoozed enough. Some resistance must be broken down during schmoozing. If it isn't, the customers still consciously want to resist, thus making the take-away almost useless. The customers will simply repeat that they are just looking when the take-away is used.

Another key element in executing the take-away properly is to use it without thinking. If you have to think at all about what to say, there will be a slight hesitation. This hesitation snaps the customers into reality and they sense a salesperson now instead of this human being they were just conversing with comfortably. Using some sort of exclamation before saying, "What are you looking for?" is also a must. It helps to bridge the gap and make your transition into probing resemble conversation more than probing.

Lastly, you must always be sure to take away whatever phrase the customer uses. It may not always be "I'm just looking." Certain customers are creative and prefer "I'm just browsing," "I'm just getting ideas," or "I'm just killing time!" Whatever the phrase, you must take it away verbatim. For example, if the customer says, "I'm just getting ideas," you would say, "Terrific! What kinds of things are you getting ideas for?" or "Well that's fun! What type of ideas are you trying to get?" By taking away the customers' favorite defense, you are actually taking away their only defense. Why? Because customers rarely switch phrases. Remember, the phrase itself is just a habit. And we all know how hard old habits are to break!

For the customers who still insist they are just looking even after you use the take-away, we have three options. 1) Turn the sale over to another salesperson. It could be a personality conflict of some sort. Maybe the customer just doesn't like the way you look, the way you talk, the way you dress or some other such nonsense. Don't be offended. It happens to all of us occasionally. 2) If there isn't another salesperson available to try again with the customer, tell the customer to have fun and leave them alone. To hover over the customer or continue trying to probe at this point would be pushy. Give the customers plenty of space and remain constantly aware if they indicate a need for assistance. After giving them a little more time, you may even be able to try approaching them again. 3) This option won't be appropriate for every customer, but certainly is terrific for customers who seem close to opening up. Make a sign that says, 'I'm just looking widget, Regularly $50.00, Sale Price $9.99!" Place it somewhere discreet. Now, follow along with me. You schmooze with the customer, you ask what brings them in today, the customer says, "I'm just looking," and you say, "Great! What kinds of things are you looking for?" When the customer says, "Nothing really. I'm just looking," you go get the sign and say, "How lucky for you! We have one on sale today!" If you feel comfortable having fun with this, your customers will laugh and have fun as well. In turn, resistance will be broken. And, that's the goal, right?

So, schmoozing helps prevent "I'm just looking" and the take-away gets past it. What about customers who are so resistant that they say, "I'm just looking," before you even say anything to them? You know the type. You just start walking toward them, they hold up a hand as if they were a traffic cop and say "I'm just looking." What they really mean is, "Get away from me, don't come near me, I don't want you to even look at me much less say anything to me. I hate salespeople!" Well, here's a challenge! Just because they're ultra resistant doesn't mean that they don't need assistance or guidance just as your other customers do. So we have to examine not only what we are going to say to these people, but how we actually approach them as well.

When customers enter the store and you begin walking toward them, the mere fact that someone is about to approach them is a signal to them to prepare to get rid of or discourage the approaching salesperson. If the idea of schmoozing is to get the customer to think of you as a human being first instead of a salesperson, then the approach alone can set up your first contact with the customer all wrong. After all, who else would be walking up to them and schmoozing in your store if it weren't a salesperson. You might as well be wearing a neon sign on your forehead that says, SALESPERSON COMING!

To solve this dilemma, a technique called the "180-degree pass-by" is the saving grace. Here's how it works. Instead of walking right up to the customer to begin schmoozing, walk right passed them and offer some sort of greeting like, "Hello. How are you?" on your way past. As you pass the customer by, resistance is weakened. The customer perceives that you are busy. A critical part of doing the 180-degree pass-by effectively is to never walk directly toward the customer. Walk in a different direction passed the customer and walk quickly, with intention, as though you are on an important mission that just won't allow you to stop and chat right now. Having something in your hand is a plus too. It adds to the perception by the customer that you are, in fact, already busy.

After you pass the customer, wait a few seconds and re-approach them at a safe distance. What do I mean by safe distance? It's especially important with this type of customer to allow them enough personal space, otherwise resistance increases again. Now you make an attempt at schmoozing. I'm certain you'll find that customers will be less prepared to get rid of you when you return now than if you had walked right up to them initially.

So, there are my ideas for defeating "I'm just looking." I believe they work. No, I know they work. You just need to practice them until they work for you. Is it worth it? Well, if "I'm just looking" is one of the major barriers to you opening the sale with more customers, then it follows that it is also one of the major barriers to you closing more sales. Need I say more?