Maybe retailers should add “mind reader” to their job descriptions, because we often have to try to figure out what our customers are thinking without them verbalizing their thoughts. Of course it helps to engage them in small talk rather than starting with “May I help you” — which invariably leads to the conversation-stopping “No, thank you, I’m just looking.”

Here are ten things that customers will hardly ever tell you, so you have to listen for subtle clues to determine the hidden message:

1)I can’t afford to buy this.  With unemployment still at over 9%, there are plenty of shoppers who have to watch their expenditures carefully  No one likes to have to admit to poverty.

2)I am planning on purchasing this online after I look at it in your store. Much as we wish this wasn’t the case, some shoppers do use us as a showroom.

3)I’m shopping today because I’m lonely, or bored.  Not everyone goes out to a store because they intend to buy something — but maybe they will next time they’re in.

4)I don’t know what this item Is, or what it does. Don’t make your customer ask an embarrassing question.  If he or she seems puzzled, volunteer some fun information about the product.

5)I am complaining because things aren’t going well in my life, or because I don’t feel well. A little understanding goes a long way, especially when you know you aren’t really at fault. Apologizing and trying to rectify the situation may prevent the unhappy shopper from telling their friends, or writing a negative review online.

6)You weren’t open when I came by the first time. Perhaps you need to do a survey to find out whether customers find your hours convenient.

7)I wish you had ___. Again, you may need to do a survey to ask shoppers what they would like you to have in stock.You want to meet and exceed their expectations.

8)Your competition offers a better merchandise selection and/or customer service. If you notice lots of customers leaving without making a purchase, make sure that you are offering them the best possible shopping experience.

9)I’m hot, I’m thirsty, I need a bathroom, I need to sit down… Are you offering as many creature comforts as possible — and do you offer them freely to everyone who comes in?

10) I love you. When a store is going out of business, the owner is often surprised to hear how much it has meant to its customers.  They may not say “I love you” as often as they should, but if they’re shopping in your store regularly, and enjoying themselves, then they’re just not telling you how much you really mean to them.

Happy Retailing,

Carol “Orange” Schroeder