Page 0047

Page 46 AUGUST 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

Continued from last issue...

THE SILENT SALESMEN

Your customers will never join your staff. They

may never understand the fundamentals of retailing.

Yet they work for you - or against you

- from opening day on. The people who shop

your store serve as its volunteer ambassadors

of good will or ill will, depending on their

shopping experiences with you. They may not

realize how much they can help or hurt your

store, but you should.

People talk, and people listen. A word of praise

from shoppers is the best endorsement any retailer

can receive. Consider the implications of

the alternative. Someone has a problem with

your sales or service, it's not addressed to satisfaction,

and he leaves the place huffing and

puffing with anger. What do you think will be

the first words from his lips when the store is

mentioned or someone expresses a need to buy

what you sell? If he says anything, he certainly

won't be singing your praises. That kind of perception

feeds on itself; it grows and grows. A

friend tells a friend, who tells a friend. The next

thing you know, your big sale is a big bust.

Such a downward spiral happens to retailers

who don't pay enough attention to how the

store is perceived by shoppers. That's why

someone coined that phrase "The customer is

always right." Think of it not as a cliche, but as

the mantra for retail success. It accurately describes

a secret of successful selling, and how

much of tomorrow's business depends on

today's transactions. The happy customer returns

to the store; the unhappy customer keeps

friends and family away.

HOW TO SATISFY

YOUR CUSTOMERS

What does it take to satisfy the customer?

Whatever it takes, within reason. You should be

as accommodating as you need to be in order to

ensure the reputation and continued profitability

of the store. Most customers will be satisfied

with a fair price for a quality product, a friendly

attitude, sound advice, and quick and competent

service. Some will prove much more demanding,

always pressing for extras, the better

deal at the lower price. Deal with all customers

on the same terms. In today's market, people

have other places to shop if all they want is a

lower price. Once you start making deals,

you're telling them your prices were inflated to

begin with.

People shop the small store for expertise and

convenience. Haggling over price isn't part of

that process. Many shoppers simply don't want

that hassle. They'd rather shop at a place where

they know the price that's offered is the selling

price, and that they'll get the same treatment

and leave the store satisfied with the treatment

they receive, they'll spread the word.Everyone

wants to be the first with good news. Make the

shopping experience rewarding for your customers,

and they'll soon be selling for the store

without even realizing it. continued...

FORUM WORKSHOP

Operating Your

RETAIL STORE´┐Ż

RE T A I L

S T O R E

Operating

Your

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