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Page 44 JANUARY 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

Returnarounds Rhonda

Returnaround Rhondas are easy to spot with

package in hand or with the request to try it

"on loan." Usually amiable, Returnaround

Rhondas seem like your best customers. Unfortunately,

they only purchase once and are constantly

exchanging or trying another.

There are two types of Rhondas. First, the

non-malicious Rhonda who simply can't

make up her mind, or frequently changes

her choice. The second is the devious

Rhonda who is out to beat the system by

wearing your product, using it, or whatever,

and then either returning it or exchanging it.

The first Rhonda can be turned into your best

customer with polite agreement. You can sell

her more expensive choices, if you can convince

her the new ones are much better than the

original. A sure way to sell the non-malicious

Rhonda is to provide her an incentive - percentage

off, or two for one, or any other offer

on her new choice. A simple "Aren't you lucky,

Rhonda? Your new choice is on sale today!"

will be

enough to

close the

sale and

keep the

customer.

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