The E-Myth Revisited: Why Most Small Businesses Don't Work and What to Do About It

by Michael E. Gerber

“May I help you?” Have you ever heard that one before? And how does the customer invariably respond? He says, “No thanks, just looking.” Have you ever said that one before? Of course you have! In fact, it’s a universal phenomenon. Now why do you suppose the salesperson asks that question when he knows that the customer will respond the way he does? Because the customer responds the way he does, that’s why! If the customer is just looking, the salesperson doesn’t have to go to work! Can you imagine what those few words are costing retailers in this country in lost sales? Here’s a perfect opportunity to try a simple and inexpensive Innovation. THE INNOVATION Instead of asking, “Hi, may I help you?” try “Hi, have you been in here before?” The customer will respond with either a “yes” or a “no.” In either case, you are then free to pursue the conversation.