You naturally want the most optimal service for your customers. And to be able to offer that, you have knowledge and experience. You are aware of trends and developments, you keep up with the novelties and you can dream up the product properties! That is why you are ready every day to help your customers make the best choice. 

But yeah…. Today's customers come into your store loaded with information from the internet and have already made decisions, both unconsciously and consciously. Not knowing (certainly) whether it is the most appropriate decision. 

The choices customers make are only 10% conscious. They are not guided by product properties and the most optimal solution, but rather by impulses from our conscious brain. Impulses such as expectations, for example. 

If a customer only thinks about the price when purchasing a product or providing a service, this will mainly be due to the conscious part of his consideration. However, if you delve deeper into the most optimal solution, completely different considerations emerge. As a specialist, that gives you the opening for free adequatesolution, but the most optimalsolution for your customer.

When your customer walks into your store, armed with insider knowledge of the internet, he already has his arguments ready to choose a particular product, brand or model. You can go along with that. Most likely, the customer will then walk out of the store with exactly what he had in mind. You can also look for the true motives for a purchase. Is that price really that important? Or is another characteristic more important, for example durability or quality? Put your customer at ease, ask the right questions and discover the unconscious considerations he or she makes. 

It is possible that the customer has also found your website in his digital search. It is therefore important to ensure that there is also the right message for the unconscious considerations that a customer makes. So make conscious use of your customer's unconscious decisions. He will leave your store satisfied, and maybe even leave a positive review online. Which is good news for your next, unknowing customer….