Flickr: lobraumeister

When is haggling appropriate? At car dealerships, tourist traps, and perhaps with your cable provider. But, haggling is becoming more and more common with retailers suffering. A writer from the New York Times had one such experience at Best Buy this weekend. He was able to negotiate down his 42″ LG Plasma and also include a four-year service package (if Best Buy is still around then). What struck me wasn’t the negotiation but what he overheard from the salespeople while paying for his LG.

When I was standing at the counter sliding my Visa into the credit card reader, a sales associate sprang toward the counter where I stood with six other blue-shirted sales associates and one manager.

“He’s thinking about it,” the intruding associate said to the manager, without further context or explanation.

The manager paused from whatever he was doing, looked at the young man and issued a grave, “Whatever you do, don’t let him leave the store.”

“O.K. He’s calling his wife to talk it over,” the associate responded.

I inferred from the conversation that the sales associate had been trying to close a deal with a customer. I asked the associate what the customer was thinking about buying.

“A full package – TV, stereo, speakers,” the associate said to me.

This is a fascinating qualitative glimpse into what could be the foundation of a brilliant communication program. Often times as marketers, we acknowledge consumers as the barer of the keys to product success. But, the sales associates can provide priceless insight.

The Best Buy Guy(s) knew the typical process a consumer went through to make a large purchase, and what to do to steer them in the right direction.
The path is as follows:

1. Consideration - narrowing down the choice (based on brand, technology, price, etc.)
2. Rationalization - connecting it to a need (better sound, fits the space, good guarantee, etc.)
3. Emotionalization - justifying a want (friends will be in awe, family/party nights, etc.)
4. Validation - call friends/spouse to feel secure in decision 
5. Confirmation - make a choice 
6. Final Confirmation - make a final choice after second guessing

How can we tap into every part of this pathway? “Call a friend” kiosks sponsored by Samsung? Branded spreadsheets so you can make notes? Utilize the mavens in the sales process - a greater understanding and support of the decision path will create consumer awareness, connection and ultimately increase the chances for that sale.