Connect, Discover & Respond


This was what we use as our guide at Starbucks Coffee, especially when speaking with customers that were looking at merchandise.


Find a way to link with the customer. See the customer not as a transaction, but as a person. The founder of Starbucks, Howard Schultz, used to say, “We aren’t in the coffee business serving people… we are in the people business serving coffee.” Make a genuine initial connection with your customers.


Find out what they’re looking for. Understand individual needs. Ask questions. Understand their preferences.


Reply to information you discovered with suggestions and recommendations. Act on what you learn from the customer. If what you offer doesn’t meet their preferences, perhaps offer them an alternative.

Super simple and happens in moments.

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