Have we trained customers to expect too little
Are customers expecting too little of retail?
When our customers believe that great service is being greeted when they enter our store we must NOT pat ourselves on the backs as retailers!
Because it’s not great.
It’s common courtesy.
A service standard. And it’s on us.
We’ve trained our customers to expect SO LITTLE from us by way of service that now this is cited as good!
Is this the best we can do?!
Of course not. So let’s do something to fix it!
It’s time for us to raise the bar and make a consistent effort to delight our customers….nay, LOVE us??
Here are 3 simple things our brand ambassadors can do:
ONE: Connect with every customer
It doesn’t take much. Just a willingness to do so.
Take your cues from the customer.
If they’re looking for a conversation, lean in and have one with them. Keep it about everything other than your product first: ie the weather, what’s going on in the centre, what else they’ve been up to, what else they have planned….This takes the pressure off you both and allows you to establish other verbal and non-verbal cues to build further rapport in order to make the service relevant to what they tell you matters.
If they’re avoiding eye contact, be busy near them and offer a quiet hello before getting back into your “work”. I used to wonder why customers would approach me when I was remerchandising or cleaning. It’s because they don’t feel like you’re going to pounce on them. It is a softer way of breaking the ice.
TWO: Seek to understand why they’re in the store and how often they shop your brand
Once you’re talking a bit more, discover what they like about your brand and how long they’ve been buying your brand – not necessarily from your store. This will give you clues as to what is important to them so that you can reinforce these when you’re helping them to buy. Is it the style? Is it convenience? Is it a service you provide? Is it a person? Is it how comfortable they feel?
THREE: Invite them back to see YOU
I know right…der! But again, you’d be surprised at how randomly (ie. Opposite of consistently) this happens. Give them a reason to come back to see YOU personally:
Eg: “We’re getting our summer stock in next week: come and see me so I can make sure you don’t miss out on your size/favourite….”
Eg: “We’re having a sale on certain items next week, so come in so we can get you some bargains…”
Eg: “Wednesday mornings are usually the quiet before the storm: come in and we can spend some time trying on some of the new range so you can see what suits you best / put together a wish list for your home / put together your xmas shopping list for your clients…” Whatever is most relevant.
Build a personal relationship.
Remember that people buy from people.
People like people who like them. Take the time to invest with customers. Build your tribe.
Your customers will thank you and so will your business.