Page 0039

Page 38 DECEMBER 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

A quality service or product is always a major

factor in any company's success. The companies

that are the most successful, history shows

us clearly, are those that also know how to treat

their customers right.

Preconditioning

Understanding your customer is

as essential to providing on-target

service as it is to closing a sale.

It is important to understand the customer's

needs and wants in order to position your

product or service sales message in line

with the customer's expectations.

Even if all of these considerations are

explored, there is still the base-level

conditioning of the customer's attitude

that you need to take into account.

Today more than ever, customer's attitudes

have been preconditioned. Many are cynical

about service personnel. Price changes, unmet

promises, and encounters with poorly trained

workers have all contributed to this preconditioning.

Everyday experiences often reinforce

this preconditioning, resulting in customer cynicism.

This preconditioned cynicism may be the result

of many other factors as well. Attitudes and beliefs

learned from parents and peers, societal

events, personal experiences, accumulated and

current circumstances in life all precondition

consumers' attitudes.

How do you capitalize on this preconditioned

consumer to convert him to a purchaser and a

repeat customer?

FORUM WORKSHOP

continued...

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