When we are looking to increase our cashflow and retain customers into our shops, customer experience, and how we treat a person who enters our premises, is the key to keep them coming back, and stopping them purchasing on-line.
# 1: The Crust Bakery. Faversham
I walked in and was greeted with a welcome. I ordered my cheese roll and my sausage roll.
The lady asked if I would like a piece of cake with my order. I declined!
She asked if I would like a drink with my order – I declined!
What a fabulous and subtle upsell and done with such a lovely demeanour.
It put a smile on my face, and while I didn’t purchase the upsell offerings, it’s in the back of my mind, so that next time I make a purchase I may very well be tempted, because it’s in my sub-conscious.
I really enjoyed the casual and friendly banter. It made giving my money really easy and a memorable experience.
This was great sales skills, done with a lovely demeanour, and a pleasure to purchase from this shop – which I have done often.
#2: A retailer in town. (Faversham)
I walked in and the proprietor was at the till.
They didn’t look up or greet me.
I was in the shop for about 10 minutes. At no stage was I asked, or offered any help.
I could get this same experience on-line! (There was no tangible difference)
A young lad, possibly about 10 years of age, came in and asked the proprietor if a dog was allowed in the shop. The proprietor looked up and with a gruff voice, said ‘Yep’ and then looked down again at what they were doing. No further interaction.
I looked at the young lads face. He hesitated as to whether he should continue coming into the shop or not. I felt sorry for him. It will have an effect on his sales expectation.
I then left, still without any acknowledgement of my presence.
What I saw in the shop, I can buy on-line. I had money in my pocket ready to make a purchase. I chose not to.
Who knows what may have been going on in this Business owners mind. However, these are two contrasting experiences.
- If we want to keep customers coming into our shop and retain their custom, so they don’t buy on-line, we need to treat them with respect.
- Acknowledge their presence and greet them – even if they don’t buy. (because they just may come back if treated respectfully)
- Offer genuine help
- Understand it is about them, the customer – not us. They have a choice – we don’t.
- Give the customer an outstanding experience, so we are memorable, and they want to return.
- If we as Business owners are having a bad day, the customer doesn’t know that, nor do they need to know. It’s up to us to change our demeanour, however hard that may be
- We can make excuses, or we can change our behaviour – it’s up to us and what we want our business and ourselves to be remembered for.
Contrast – when we can see and feel the difference.