To provide consistent service, agree on a shared process with sales staff: understand the customer’s task, clarify their budget and timeline, check that the product is suitable and in stock, agree on payment, and explain what happens after the purchase. Choose how to help based on the person’s words and request, and record agreements so another employee can continue the conversation.
Below are practical recommendations for retail stores in Ukraine. The nine situations can help structure a consultation, but they do not define a person’s character or serve as a psychological classification. One customer may be comparing products, have a limited budget, and be in a hurry at the same time. The salesperson should clarify which need matters most right now.
How to understand what the customer needs and choose the next step
Use this sequence as a working guide for the conversation. If the person has already named the product they need or has come to return an item, start with their request instead of repeating every question.
- Understand the task. Ask: “What do you need the product for, and what must it be able to do?” If the person is still browsing, offer a brief explanation of the differences and give them time to look around on their own.
- Clarify the budget and timeline. Ask: “What total amount works for you?” and “When do you need the product?” Include any accessories, packaging, and delivery if they are charged separately. If there is no suitable option, say so directly.
- Check that the product is suitable. Compare the customer’s requirements with the specifications of the specific model, its size, package contents, and conditions of use. If compatibility information is missing, get it before making a recommendation.
- Check availability. Look up the required version in the inventory system and, if needed, verify it physically. If the product is unavailable, offer a verified alternative or agree on how you will let the customer know whether it can be ordered.
- Agree on payment and collection. Before payment, repeat the items being purchased, the final total, the available payment method, and the confirmed collection or delivery terms.
- Explain after-sales support. Show the customer where to find the instructions and documents, and where to turn with a question or problem. If an issue remains unresolved, name the employee responsible and agree on the next contact.
Nine buying situations: questions, actions, and sample conversations
All scenarios below are recommendations for organizing staff work. Adapt the sample lines to the actual product range, the store’s confirmed terms, and the customer’s response.
1. The customer is exploring the range and comparing options
What the salesperson observes. The person looks at several models, returns to the specifications, or asks what the differences are. They need a clear comparison based on the criteria that matter to them.
What to ask. “Which two or three features are you comparing?” “What is essential, and what could you do without?” Suggest two or three suitable options and compare them using the same criteria. Show the source of each specification: the product label, instructions, or manufacturer’s documentation.
Sample conversation. Customer: “I’d like to understand the options first.” Salesperson: “Of course. What matters more to you: the dimensions, what’s included, or how it’s used? I can show you the differences, then you can compare at your own pace.”
Limits on promises and what to record. Do not call a product the best without a specific criterion and evidence to support the claim. In the working notes, record the item codes, comparison criteria, and any question that still needs an answer. Do not record assumptions about whether the person intends to buy.
2. The customer has a set budget limit
What the salesperson observes. The person names a maximum amount, asks about extra charges, or requests a cheaper option. The salesperson needs to find a suitable product within the agreed limit.
What to ask. “Is that budget just for the product, or for the whole purchase including any extra costs?” “Which feature must it have?” Calculate the full total and explain how the lower-priced option differs.
Sample conversation. Customer: “I can’t spend more than this.” Salesperson: “I’ll work within that limit. Let’s check whether you need any extra accessories so I can calculate the full cost.”
Limits on promises and what to record. Do not promise an unapproved discount or claim that different models have the same features. For the current selection, record the agreed budget and essential features. Do not make assumptions about the customer’s financial circumstances.
3. The customer needs the product urgently
What the salesperson observes. The customer names a specific time by which they need the product, asks about in-store pickup, or wants stock checked quickly. They need to know which option they can realistically get in time.
What to ask. “By what time do you need to receive it?” “Would another model work if it does the job you need?” First check whether the required version is available, then find out whether it can be prepared, handed over, or delivered in time.
Sample conversation. Customer: “I need to pick it up today.” Salesperson: “What time do you need it by? I’ll check the stock and whether it can be handed over, then confirm the time.”
Limits on promises and what to record. Do not promise a timeframe without confirmation from the employee preparing the order or the carrier. Record the item code, quantity, deadline, pickup or delivery method, and status of the agreement: what is confirmed and what is still being checked.
4. The customer is unsure which option to choose
What the salesperson observes. The person changes their choice several times or says they are unsure whether a product will suit them. They may need one specific explanation or a chance to try something out.
What to ask. “What’s making it hard to decide?” “Would it help to try it on, see a demonstration, or check a specification?” Return to the need the person mentioned and offer an available way to check. If they want time to think, ask whether they need any additional information.
Sample conversation. Customer: “I’m not sure it’ll be comfortable to use.” Salesperson: “Which part are you unsure about? If the demonstration terms allow it, I can show you on this sample.”
Limits on promises and what to record. Do not guarantee that the customer will be happy with the purchase or invent a shortage. Record the unanswered question and the result of any check. Personal reasons for uncertainty do not need to go in the customer record.
5. The customer asks specific technical questions
What the salesperson observes. The person names a model, a specification, a connection standard, or a specific requirement. They need a verified answer about a particular product.
What to ask. “Which model do you plan to use the product with?” “Which specification do you need confirmed?” Check the exact version and its documentation. If you do not have the answer, refer the question to a qualified employee and agree on when they will respond.
Sample conversation. Customer: “Is this accessory compatible with my model?” Salesperson: “Please give me the full model name. I’ll check compatibility in the documentation before recommending it.”
Limits on promises and what to record. Do not confirm compatibility based on appearance or memory. Record the model, the specification to check, the source you consulted, and the answer. If the question remains open, name the person responsible.
6. The customer wants to repeat a previous purchase
What the salesperson observes. The person asks for the same product or refers to a previous order. You need to find the exact item and check whether their requirements are still the same.
What to ask. “Do you need the same item code, or a product for the same purpose?” “Would you like me to look up your previous purchase using your customer card?” Review available records only after correctly identifying the customer. Separately check the current price, availability, and package contents.
Sample conversation. Customer: “I bought it here last time and want to get it again.” Salesperson: “We can look it up using your customer card. Could you confirm whether you need the same size and quantity?”
Limits on promises and what to record. Do not promise the previous price or a discount before checking. The absence of a record does not prove the person has never bought anything there. Record the current selection and any changed requirements needed to provide service.
7. The customer is choosing a gift
What the salesperson observes. The person is buying for someone else and may not know the recipient’s size, model, or preferences. The salesperson’s task is to reduce uncertainty using verifiable criteria.
What to ask. “What do you know about how the person will use the gift?” “Are there any requirements for size, compatibility, or packaging?” Suggest options based on the answers, confirm the total price, and explain how to get in touch if the product is not suitable.
Sample conversation. Customer: “It’s a gift, but I don’t know the exact size.” Salesperson: “Let’s start with the information you do have. I’ll also explain how to ask about an exchange for this specific product.”
Limits on promises and what to record. Do not assure the customer that the recipient will love the gift or promise an unconditional exchange. Record the selected product, agreed packaging, and collection terms. Do not collect unnecessary information about the recipient.
8. The customer reports a problem or wants to return a product
What the salesperson observes. The person describes a defect or a mismatch with expectations, reports incorrect or missing package contents, or asks about an exchange or return. First establish what happened and what outcome they are seeking.
What to ask. “What happened to the product, and when did you notice it?” “What are you asking us to do?” Listen to the response, find the transaction using the available information, record the request, and refer it to an employee authorized to decide what happens next.
Sample conversation. Customer: “The product stopped working after I bought it.” Salesperson: “Please describe what’s happening. I’ll record your report and request, then explain the next step once the circumstances have been checked.”
Limits on promises and what to record. Do not determine the cause of a malfunction without an inspection or promise an outcome outside your authority. For a store in Ukraine, the employee responsible should check which requirements of Ukrainian law apply to the specific request, taking into account the purchase method, product category, and condition. Record the date, product, the customer’s description of the problem in their own words, their request, any materials received, the person responsible, and the agreed next contact.
9. The customer needs a different way to communicate or access the product
What the salesperson observes. The person asks for a written reply, slower speech, larger text, help reaching a product, or a consultation through another channel. The salesperson should clarify what action is needed without making assumptions about why.
What to ask. “How would you prefer to receive the information?” “Would you like help looking at the product?” Speak directly to the customer, agree on any assistance, and preserve their ability to choose independently.
Sample conversation. Customer: “Could you write down the main differences?” Salesperson: “Of course. I’ll provide the specifications in writing. Would you prefer to look at them here or receive them through an agreed channel?”
Limits on promises and what to record. Do not promise a format or channel that is unavailable. If the preference needs to be kept for a future visit, agree on that with the person and record the specific action, such as “reply in writing.” Do not record assumptions about health or a diagnosis.
What to record so service can continue
We recommend keeping records focused on the specific request. A customer’s current budget, timeline, or gift choice may change by their next visit, so do not turn these into permanent characteristics of the customer.
| What to record | Example of a useful note | Why it matters |
|---|---|---|
| Task and requirements | Needs a case for the specified model; access to all ports is important | The next salesperson can check whether it is suitable |
| Check status | Compatibility is not yet confirmed; the question has been referred to the employee responsible | A colleague will not mistake an assumption for a confirmed answer |
| Agreement | Share the result of the check through the agreed channel at the agreed time | The employee will know exactly what they need to do |
| Outcome of the request | Another item code was selected; the original option did not meet the required dimensions | The store can take the reason for the change into account |
As a practical way to handle data respectfully, explain why you are making a record, collect only the information needed for that purpose, and limit access to employees carrying out the relevant task. Ask separately for consent to marketing messages. A request for an update about an order should not be treated as a wish to receive further advertising.
How to use Torgsoft for repeat purchases and customer requests
In Torgsoft, the “Marketing → Customers” form lets you keep customer records and find customers by their card barcode or phone number. In the “Sale” form, you can select a customer and add free-form information as a parameter and value. We recommend using these records for agreed service needs. For a specific request, you can create a contact with the question and a reminder; the documentation states that the reminder appears when the program starts on the set date.
“Buyer Activity Analysis” lets you select a period and accounting center, view the number of receipts and the date of the last purchase, and filter customers by number of purchases. For practical analysis, compare equivalent periods and check what the metrics mean: for example, sales revenue in this report is shown without deducting returns. Draw conclusions about repeat purchases only from transactions recorded against identified customers. These data do not show every store visit or purchases made without customer identification.
For a consultation before payment, the “Sale” form lets you select products from stock and check size availability for a model across selected accounting centers; you can also open a return from this form. In practice, this helps you check an offer before confirming it to the customer. If the store uses messaging campaigns, the customer settings include an indicator for consent to receive SMS text messages; the corresponding messaging features require an activated add-on. Before adding someone to a marketing list, check their recorded choice.
How to introduce a consistent process for all sales staff
Prepare a short guide with the consultation sequence, a list of employees responsible for different tasks, and rules for recording agreements. Specify who confirms order timelines, checks complex specifications, approves discounts, and handles after-sales requests.
During training, role-play several of the situations above. One employee presents the customer’s request; another asks clarifying questions, suggests the next step, and makes a brief note. Check whether the note lets someone continue the service without asking again about details that have already been agreed.
When reviewing real requests, look for the specific cause of the difficulty: stock was not checked, an extra charge was not explained, a question went unanswered, or an agreement was not followed through. Update the relevant work step and assign someone to make the correction.
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