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Page 36 DECEMBER 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

In today's marketplace, offering a quality

product or service experience is no guarantee

you will attract or retain customers. Likewise,

providing a variety of sales or purchase incentives

doesn't necessarily convert consumers to

customers. There is more competition everywhere,

be it in your product or service category

or for alternate uses of the consumer's monetary

resources. Decisions are not limited to

choices between brand A and B, but also

whether to spend on something else or save.

Achieving success in service or sales starts with

understanding the customer and knowing how

to respond. This is easier said than done. Given

product or service parity, why do some succeed

and others fail? What makes a customer prefer

your brand to another? How can you be sure

your business practices are meeting the market's

needs? When are your employees helping

or hurting you attract customers? What can

you do to better the odds at both keeping existing

customers and adding new ones in good or

bad economic times? How do you outperform

your competition?

There is no single answer or set of answers to

these questions. But what successful organizations

and their managers have in common is

that they are able to read and respond to the

needs and desires of their customers. Moreover,

they are able to convey this understanding to

their employees. And, in doing so, they have

their employees respond appropriately at the

point of encounter with the customer. By meeting

the needs and desires of the customer, they

convert one-time consumers into loyal customers.

Understanding the customer, motivating the

employees, and communicating with responsive

messages are all important characteristics

of those successful at service and sales excellence.

The interrelationship of these seemingly

distinct functions is what forms an overall organizational

environment which leads to success.

The common denominator is recognition of the

customer as the unifier. So let's start with understanding

more about customers.

Understanding

Customers

Studies show that it costs you five times as

much to attract a new customer as it does to

retain an existing one. In today's business

world, most companies are scrapping for every

possible customer. This article will present a

number of ways how you can find new customers.

But its major focus is on customer retention.

After all, not only is keeping customers

more financially expedient, but every time you

find, condition and sell a new customer, you've

got to take steps to keep that customer too.

continued...

and Keeping

Your Shoppers

In Any Economy

Getting Getting & Keeping

Your Shoppers

in ANY Economy

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