"Nobody rises to low expectations." - Calvin Lloyd
The expectations we set for our employees ultimately define our customer experience. I recently talked with a regional retailer who, for one reason or another, has over time lowered his expectations of his employees to the point where they can't deliver a quality customer experience that creates a sale. All they can to is to help customers who are making a purchase.
I don't believe this is the case for most of you. I don't think you can read the The Retail Contrarian on a regular basis and deliver a poor or even mediocre experience. As a matter of fact, I believe that most of you deliver an above average -if not outstanding - customer experience.
But that doesn't mean that there still isn't an opportunity for you to do even better. And when there are opportunities, there can be more sales, more loyal customers, and more advocates. And that creates even more sales. It's a beautiful thing.
Imagine if every customer who walked in the door was delivered a flawless experience resulting in a sale. Can you imagine? Every customer is WOW'd and every customer makes a purchase. A close rate of 100%! I'm all verklempt. Talk among yourselves. (If that doesn't make sense, ask an older colleague.)
So do it. Imagine it and then execute it.
What would you have to do TODAY to deliver a flawless experience?
Everyone focused on the floor? Check.
Not ask experience-killer questions like "May I help you?" Check.
Quickly build a strong personal rapport with every customer? I know they all don't want that, but that's okay because a flawless experience is based on the customer's perceptions and not ours, right? Check.
So what will it take for your store to get there?
Now imagine every customer making a purchase. That's a little harder isn't it? It is, but if you don't strive for a high goal you'll never come close. I don't think it's impossible.
What would you have to do TODAY to make a sale to every customer?
Treat every customer as though he/she is in the store to make a purchase? Check.
Get past those "just looking" comments? That's a tough one because we have to do it while delivering a flawless experience. Nobody said being an outstanding retailer is easy! Check.
Recommend products with energy and passion? Check
So what will it take for your store to get there?
Are you and your team up for the challenge? Are you willing to do what it takes today to deliver a flawless experience to every customer so it results in a sale? Even better, are you up for the challenge to do this through the WEEKEND? Here in the states it's a three-day holiday weekend. Imagine the opportunities!
Remember, the expectations we set for ourselves ultimately determine our customer's experience AND our success.
I think you'll be amazed at what you and your team can do.
Doug and Brian
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