I’ve often spoke of the importance of making sure your proposition includes how the customer stands to benefit from decreased costs, increased productivity, and recovering lost revenue or profits. While many retail customers may still buy based on these factors just like B2B customers, there is an overwhelming “X” factor that is more present in their buying decisions. Retail customers often “buy” because it improves their quality of life. Whether the product or service makes them feel good, provides entertainment, or simply puts a smile on their face – the purchase all comes down to improving their overall life in some way.

While this can still happen in some B2B situations, it is far more present in retail sales. Can you imagine a retail salesperson providing a cost-benefit analysis for a prospective customer who wants the latest and greatest television or MP3 player? The benefit is that they will be entertained in their life greater than before and the cost is what they can afford or are willing to pay to get it.

In my opinion, it is not the job of the retail salesperson to stop a retail customer from buying – even if making the purchase for their own “retail therapy” is the primary motive. Unlike most B2B sales, there are many times in retail when we don’t even truly need to understand why the buying is taking place. Retail customers buy for many reasons, but the most important reason is simply to improve their own life experience.