There’s a difference. When you are buying something, you are meeting a need. You are buying something, and you probably already know what that something is.

But shopping is different. Shopping is about discovering you might have a need, and being interested enough to explore it. Successful shopping is about discovery.

What are you helping your clients discover?

When we buy stuff – like a trip to the drugstore to restock your medicine cabinet, we value time saved, we hope for a quick moving line so we get out of the store as quickly as possible, but when we shop it’s about time well spent, not time well saved.

When you focus on the shopping experience you are forced to consider the customer, and the goal shifts from getting them what they need, to helping them discover what they might want. And you do all of this not as quickly as possible, but in a way that is as satisfying as possible for your client.

So, what are you helping them discover?

Take care,

Dennis Moseley-Williams