What happens when there are more customers than salespeople? In many retail selling situations, particularly with small, high-priced items such as jewelry, security measures must be taken into consideration. You cannot physically serve two customers at once, but in most cases, there is a way out that can result in sales to each one.

Suppose that you are working with Customer A and Customer B enters the store. You have to acknowledge Customer B. If you don't, he may leave without anyone saying hello. This represents a loss in potential business and is rude. Yet, your allegiance is to Customer A.

The Verbal Contract

How do you excuse yourself without angering Customer A? You do so with a lot of love and care. You ask Customer A, "Would you do me a favor," to which they always reply, "Yes."

"Can you hang on for just a moment while I say hello to that customer? I'll be right back. Will that be okay?"

You will actually hear Customer A say "Yes." In a sense, Customer A has contracted with you to stay put.

Now, you walk over to Customer B and say, "How are you doing? Can you do me a favor?" This greeting serves both as your opening line and sets up Customer B for a verbal contract. He'll give you a perplexed look and be thinking, "I don't know if I want to do you a favor, I just walked into the store." Incredibly, however, the customers always say "Okay."

You then say, "Can you hang on for just a minute? I'm finishing with that customer over there and then I'll be right with you. Will that be okay?" If Customer B says, "Yes," which happens frequently, then he's made a verbal contract with you. He won't leave. He'll stay in the store because he told you he would.

Understandably, some customers will say, "No, I've got to get going," or "I'm going next door and I'll check back later," or the like. But most will say, "Yes."

When attempting to handle two customers, using the verbal contract yields far greater results than what usually happens in retail selling: The salesperson is serving Customer A. Customer B enters the store. The salesperson turns around to Customer B and says, "I'll be right with you," then he turns back to Customer A and soon after, learns that Customer B has departed.

For review, let's walk through a Verbal Contract scenario:

Salesperson: We just need your bank information, right here.

Customer A: I always hate filling out these forms.

Salesperson: Oh, I know what you mean. (Spots Customer B.) Could you excuse me for just a minute? I want to let this gentleman know that I'll be with him shortly. Is that all right?

Customer A: Sure.

Salesperson: Thanks. (Approaches Customer B.) Hi, could you do me a favor? I'm finishing up with that lady right now and I will be with you in just a minute. Is that all right?

Customer B: Okay.

Salesperson: Thanks. (Returns to Customer A.) Just your signature right here would be fine.

Here's another:

Customer A: I think my sister will really enjoy this tablecloth for her party.

Salesperson: From what you've told me, I know it will be perfect. Say, could you excuse me for one second? I want to let that young lady know I'll be with her as soon as you and I are through. Is that all right?

Customer A: Sure.

Salesperson: Thanks. (Walking over to Customer B.) Hello there! Could you do me a favor? I'm just finishing up with that lady over there, and I will be with you in just a few moments. Will that be all right?

Customer B: Okay.

Salesperson: Thank you. (Returning to Customer A.) Let me just take your driver's license number down on this check, and you'll be on your way to that party!

The verbal contract works because you are asking people to grant you a small favor using great courtesy. I'll bet you can achieve a favorable outcome the first time you use it.