The difference between a bad, an okay, and a great store experience lies in whether or not a company falls short, meets, or exceeds its customer's expectations. Most stores deliver only an okay experience, because they're focused on (at best) meeting the customer's expectations.
If we want to meet and, preferably, exceed a customer’s expectations, it’s necessary to proactively find ways to exceed those expectations. The challenge is that we don't always know what those expectations are. We can make an educated assumption based on what most people expect when shopping in a store, but that doesn't address each customer's personal expectations.
Here are two simple questions you can use to exceed your customer's expectations and sell more products. Ask yourself while engaging with every customer:
1. "What else can I DO?" With this question you are looking for opportunities to exceed your customer’s expectation that might not be immediately apparent.
You might ask yourself:
* "What else can I do to make my customer feel welcome or appreciated?"
* "What else can I do to make this customer's first visit even more special?"
* "What else can I do make this customer's birthday a great experience?"
* "What else can I do to turn this disappointed customer into a huge fan?"
2. "What else can I SHOW?" This question confirms that we will seek additional opportunities to show the customer products he/she may like and that may enhance their lives. It's also is a great way to not stop the sale.
You might ask yourself:
* "What else can I show that will go with this necklace?"
* "What else can I show that will make this project easier?"
* "What else can I show that will make my customer's vacation more special?"
* "What else can I show that my customer hasn't seen before?"
Here are some ways to put “What else?” into action.
1. Role-play scenarios using these two question with your manager or a colleague. Ask the question and answer out loud so others can give you feedback on your thought process.
2. Use both questions with every customer today. Learning something doesn’t impact your business. Applying what you learned does.
3. Share with your manager at least three examples of what else you did and showed to your customer.
4. For the next week, have the entire team write down what else they do/show when working with customers, and then share their lists at the next staff meeting. This is a great way for everyone to learn from each other.
As simple as these two little questions sound, the action of asking - and then following through on the answer – will have a HUGE impact on your customer's experience and your store results.
What else can I say but have a great week!
Doug Fleener, a proven retail and customer experience expert and consultant, helps companies dramatically improve their customer experience and their results. Visit the Dynamic Experiences Group website, or call Doug at 866-535-6331 to discuss how he can help you create an extraordinary experience and results.