I stopped at a surf shop on the Gower Peninsular over the holidays looking for some kit for my children.  It was a tiny shop and the owner was sitting outside enjoying the Easter sun.  As I approached he smiled and asked me how I liked driving my car.

I answered, he listened and we went into his shop.  I hadn't said one word about what I wanted to buy and the owner hadn't mentioned any surf products but already I was feeling good about being there.

As we tried on boots the owner and I discovered a connection with North Devon where his parents and my husband's family had all farmed in the 1950s.  While he pulled out different sizes for my daughter to try, he talked to my son about boards for stand up surfing and soon we had a good pile of products on the counter.

I was enjoying myself and left the shop with my arms full of stuff and a smile on my face.

What just happened there?

In a relaxed and friendly way, the owner of the shop connected with me.  He put me at my ease by having a conversation with me.  In just a few minutes he found areas that interested me by looking, listening and responding to cues.  

How did he do that?

First he asked about the car- the first thing he saw.  Then when I mentioned that we live on a farm he talked of his own family background in farming.  He listened to what I said and took his cues from that to develop a conversation. 

As we chatted I felt relaxed and comfortable -  happy to take my time in his shop.  I asked his advice on wetsuits, boots and boards and consequently bought several items.  In some specialist shops you can feel like you've stumbled into some secret society and you don't have the handbook.  You can easily be intimidated if you don't know the terminology.  Here I was entirely comfortable.

Why did he do that?

The owner has been running his surf shop since the 1980s and he has learnt that taking time to engage customers increases his sales.  Customers who are relaxed and chatty tend to linger and browse and are more willing to ask for help and advice.

Next time I'm at Llangennith on The Gower near Swansea I'm bound to go back to PJ's Surf Shop, because Peter, the owner did such a good job.  His conversation skills helped make a good sale on the day, and he has set up the right conditions for a future repeat sale.  If I need anything, I know I can get good advice from him.  So thanks very much Peter.

If you want to sell more and leave your customers with a warm glow, master the art of conversation.