Blog

Closing the sale: Moving from transactions to 'thank you'

August 4, 2011 by Annamaria Turano — Executive Director, MCAworks

The customer decision-making process never ends with the actual sale. Too many retailers fail to recognize the importance and immediacy of the final step in the decision-making process – the Post-Purchase Evaluation. This final step represents the consumers' act of self-validating their purchase. After buying a product, the consumer compares it with expectations and is either satisfied or dissatisfied. The satisfaction or dissatisfaction affects consumer value perceptions, consumer communications, and the most important, repeat-purchase behavior.

Too often, sales people "stop selling" once the transaction occurs and miss out on the opportunity to help the consumer "feel good" about their purchase and also set-up a return visit. Known for their excellent attention to customers, Nordstrom's is a role model of how to make sure that every transaction ends on a high note. First, sales people always ask if you want the item boxed (with an easy-to-assemble gift bow) – even if the purchase is not a gift for someone else. Truly, the sales people aim to make every purchase decision feel "special" regardless of the occasion, recipient, and item purchased. Second, Nordstrom's sales people make an effort to physically connect with their customers. The "wall" (or register, counter, etc.) between the sales person and the customer disappears at the close of the transaction as the sales person always steps around the counter to hand the gift to the customer, shakes hands, and thanks the customer profusely. Third, Nordstrom's sales people do not push customers to provide personal data (e.g., email, mobile phone #, mailing address for promotional purposes) unless they feel a rapport with the customer. Their goal is to make every customer experience truly exceptional and make sure the customer feels at ease during the process.

As a result, the customer leaves the store "on a good note" – which sets up the opportunity for repeat-purchase behavior, even if the customer later discovers slightly better prices offered by a competing retailer.

About Annamaria Turano

---

None

Connect with Annamaria: