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High
overhead costs are nothing new to large department stores and retail chains.
But the results of a sluggish economy typically are new cost-cutting measur=
es,
including deep cuts in customer service personnel. The result is largely a
self-service shopping environment that customers may tolerate or even prefer
for certain types of purchases, but a nightmare for the customer who has
questions or needs help locating an item.
Sma=
ll
retailers must keep tabs on overhead costs too. But they are in a better
position to provide the level of service that today’s demanding consu=
mers
expect. Knowledge of your customers’ interests and preferences will
enable you to provide a better shopping experience that will be repaid with
sales, repeat business and that all-important positive word-of-mouth
advertising.
You=
r sales
force should be knowledgeable about the products, trained in the art of
customer relations and motivated to do their best through appropriate
compensation ─ particularly if personalized service and specialized
products are part of your marketing and sales strategy. A wise investment in
hiring, training and incentives will likely result in a top-notch sales sta=
ff
that will go out of their way to keep customers happy and your business
growing.
The=
se goals
are easy to achieve and do not require a formal, structured training progra=
m.
Routine sales meetings and informal training sessions can enhance employee =
performance
of day-to-day activities. Encourage discussions to keep up with product
innovations, adapting ideas of other retailers (including those outside your
market and service area), and changes that can help anticipate customer nee=
ds.
Role-playing is also a good way to help your staff handle problems on the
floor, including those hard-to-please customers and the question of where to
draw the line between being helpful and being pushy.
Rem=
ember,
all customers want to feel valued even if they say they are “just
looking.” You should be ready to offer the best solution to meet their
needs, even if that means a referral to a competitor. By being attentive,
knowledgeable and sincerely interested in your customers, you and your staff
will go a long way in building their loyalty and a successful business.
If =
you
would like to discuss this topic or business planning, business growth
strategies or a specific business issue, contact SCORE® “Counselors to
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