Get us to linger by giving us something to play with.
Don’t follow a potential male shopper around or you’ll spook us; check in every few minutes by pointing something out about what we’re looking at.
If you wrap, let us know that upfront – it is a great option that makes a difference to our overall shopping experience.
Acknowledge your return policies right away – make it safe for us to buy.
If we trust you and pick something out ask us, “Who else is on your list?” We only want to do this chore once.
Figuratively take us by the hand if we’ve never been in this type of store before whether it's lingerie, cameras or jewelry. Give us options; don’t expect us to know what we want; we don't want to risk being wrong.
If we can’t decide between a couple of items (and it's not Christmas Eve,) suggest we purchase the best item and return it if we change our mind before giving; that way we’ll at least have something. Remind us that otherwise, we’ll have to return to the chore of the mall again, and worse, you might lose out because the item could be gone.
If you’re an apparel store, don’t make a big deal if we don’t know the size of our wife, girlfriend, buddy, or child. Instead, ask us to point out someone in the store about their size. Remind us it can all be returned.
What to show to guys?
Big, bright, or cool.
The closer it gets to Christmas, the more likely we are to splurge - especially on luxury fashion, expensive jewelry, or niche hobbies and interests - even just for ourselves. So even if you sell menswear or skincare, you can still treat us in a way that values us rather than dismisses us.
Instead of a gift card suggest an outfit or item of equal value so the giftee has something to unwrap and it looks like the gift giver at least tried to get something just for them.
What not to do
Ask for our budget. If you allow us to limit ourselves, you’ll dumb down our choices and you’ll lose out.
It's true not all guys are alike - many do like to shop and many hate to shop. Some like online shopping, some respond well to marketing and some spend thousands of dollars.
If you modify the ways you think about selling to men with these tips, it won't matter what the recipient's size; your male shopper can still be a hero when buying a gift.