Have you ever walked near a customer without even mumbling a word and still hear, "I'm just looking." You think to yourself, "What did I do?" Well, the truth is that you probably didn't do anything-this is just another example of how resistant customers are to salespeople.

How about this situation: you're working on a display, and there are two or three other salespeople in the store. Who does the customer come to? You, of course. Why? Because you are busy and don't appear to be pushy or aggressive. Customers feel that they can interrupt you, get their question answered and make a clean get-away.

Violating Customers' Perceived Personal Space

People need and want personal shopping freedom. The way you approach a customer can be viewed by that customer as an intrusion on their personal space. As you approach customers, one of three things may happen:

1. The customer goes off in another direction to avoid contact.

2. The customer immediately goes on the defensive and gives you a reactive line such as "I'm just looking" before you even get a chance to say a word.

3. The customer tells you what he or she wants

The 180-degree Pass-by

Many customers become uncomfortable when you approach them directly even if you've approached them without invading their personal space. A technique called the 180-degree Pass-by is a very effective indirect approach that puts the customers at ease, and in many cases, actually makes them look forward to your full attention.

The technique is easy to apply: as you make your approach, you should have something in your hand. This gives the customers the impression that you have something on your mind other than making a sale. Looking busy has always been a key strategy in opening the sale.

I believe the 180-degree Pass-by is the best technique I have ever developed to open the sale. It merely involves walking quickly past the customer, offering a casual "Hello" and then making a turn and actually approaching the customer afterward.

To use the 180-degree Pass-by effectively, follow these four steps:

1. Have something in your hand. Again, this makes you look busy. It could be anything from a pencil to sheet music to a sheet of paper.

2. As you get close to customers, make eye contact, smile and offer a short greeting. As your eye meets theirs, say something, such as "Hello. How are you?" Don't stop as you are greeting the customer; just keep walking.

3. Don't walk in the customers' direct paths. Customers feel as though they own the space in front of them. You can cross it, but don't walk directly toward customers. Otherwise, they will try to avoid you by getting a display or something physical between you and them. Also, walk past customers as though you are on an important mission; as though you were walking past anyway and just decided to say hello on your way.

4. Come back to a safe distance, and deliver your opening line. I can't over emphasize that you need to be careful to leave enough room so they feel comfortable.

At times, it may be impractical to use this technique exactly as described-but that doesn't mean you can't use a modified version. For example, if you're working behind a counter, simply look up and say "Hello." Then briefly go back to what you were doing. This has almost the same effect as physically walking by the customer. Chances are that you're probably unconsciously using this technique now. Have you noticed that customers come up to you every time you're busy and avoid you like the plague when you look like you're waiting to pounce on them?

Using the 180-degree Pass-by

You spot a customer coming into the store. You put something in your hand and start the approach, walking parallel to the customer. You have a huge smile on your face and as you get near you say, "Hello," or "How are you?" You wait for a reply as you continue to walk and pass them by. You make the turn and say, "May I ask you a question?" The customer responds "Sure," and you say something like, "I can tell by the number of packages you have that there must be some great bargains out there. What am I missing by being locked up in the store today?" The customer will generally respond with comfortable conversation.

For example:

Salesperson: I can tell by the number of packages you have that there must be some great bargains out there. What am I missing by being locked up in the store today?

Customer: Nothing really. I just had to pick up some gifts for a party we're going to.

The big decision now is whether to get right in to business or keep schmoozing? You guessed right! Keep on schmoozing. The extra 30 seconds you spend in schmoozing will result in watching the pain, resistance and terror drain out of the customer's face as you develop a relationship.

Salesperson: A party! That really sounds like a lot of fun. Wouldn't it be even more fun if the party was for you?

The Process of Hanging Out

Any time you have the opportunity to hang out in a non-business conversation with your customers, take it. They want it. It makes them feel special. And it's fun. People like it when other people take an interest in them personally. Nobody wants to be treated as if he were a number or just another customer.

Here are some more examples with the potential of hanging out:

Salesperson: I saw you early this morning when the mall first opened! How long have you been shopping?

Customer: All day! I have relatives coming in from out of town for a visit, and I want everything to be just right.

Salesperson: Oh relatives! That always makes for a busy schedule. When do they arrive?

OR Salesperson: Have you had a chance to make it to the polls this morning?

Customer: No, I've been shopping all morning for some different earrings. I just got my hair cut short last week, and all of my old ones look funny.

Salesperson: A haircut! It looks great! What made you decide to cut your hair?

Get Your Customers Talking

People are more comfortable when they are talking to people who seem genuinely interested in what they have to say. It is far more important for you to get customers talking than it is for you to carry the conversation. The more customers speak with you, the more they begin to feel comfortable with you as a person, not a salesperson. Recall the last party you attended and anybody you met for the first time. Chances are the people you liked best among your new acquaintances were those who asked you questions and seemed to care about what you had to say. Your customers will be no different.

To overcome customers' resistance to being approached directly, focus on proceeding in a friendlier, less threatening way by using the 180-degree Pass-by. Customers are drawn to people who look busy; so act busy. Then once you open the conversation, let them keep talking and you'll be well on your way to closing the sale.