Idea Exchange - December 2011

Never Skimp on Training
From Carolyn Weise with Ecological Laboratories Inc.

1. Learn about your wares. When people come into your store instead of buying online, which is easier, it’s because they want your expertise. You need to know about all the products on your shelves, including what they do and do not do, so you can be the best expert in town. Customers can read labels as easily as you can. You need to know more. You are competing with a very large world (the World Wide Web, actually). People want customer service before and after their purchases, so take time to learn about the products on your shelves.
2. Train new personnel, even if this is your busy season and they are only seasonal employees. Customers look to all your staff for answers, direction and assistance with their ponds and “pets.” One faulty ad lib on the part of a new employee can cost you months of revenue and a bad reputation that spreads faster than spilled milk these days.
3. Work as a team. Set up annual or bi-annual times to review and update employees. Use the time to refresh old information, correct misinformation and add new information.

Let employees know that they are competing with a very large community and how they are doing with that competition. Show employees the sales graphs. Point out ideas to improve areas of concern. Set goals, and appreciate them with a bonus when they achieve those goals.

Do not try to solve an unhappy customer's problem until you listen to all he or she needs to say.

After record-breaking sales from Black Friday through the New Year, many stores must deal with returns and unhappy customers. Laurie Brown says that by following the right steps, stores can turn disgruntled customers into their biggest fans.

1. Offer a warm and genuine greeting, even though it might not be well-received.
2. Acknowledge the problem. “You seem to be upset. What can I do to help you?”
3. Let the customer have his or her say. Do not try to solve the problem until you actually listen to everything the customer needs to say.
4. Offer an empathetic apology. It is insufficient to mumble the word “sorry” and expect it to have a positive effect. Your apology needs to show your customer that you understand.
5. Take ownership. You want customers to understand that you are the person who will fix their problems. Ask customers what you can do to “make it right.” Often people are afraid to ask their customers this question. They do not want to become obligated to meet an unrealistic demand. You need not fear their answer because simply asking does not obligate you to anything.
6. Fix the problem immediately. If you cannot fix it immediately, show the customer that you are making a sincere effort to resolve the problem.

None of these steps take an inordinate amount of time or money, and they can create delighted customers who will tell stories that promote you to their friends and families. Retailers must remember that people are telling stories about them and their businesses. What kind of stories are your customers telling?

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Idea Exchange - December 2011

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