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Enhanced customer service increases retail sales

October 3, 2011 by Laurel Tielis — Author and Professional Speaker, Laurel Tielis & Associates

The best thing you can say about the economy, is that it's shaky. Prices are up for everything–from groceries to gasoline. The unemployed are looking for work, and the employed are overworked.

So making a purchase is a big deal for many people. Surly service at your store will lose you sales. When people were in less pain, they overlooked a lot more. They did it as well when there were fewer options open to them.

But today, when people are concerned about whether their money is sufficient for their needs, they have a wealth of choices as to where to shop. So retailers need to offer superb service to keep shoppers coming in.

Dissatisfied customers don't complain–they just go!

Don't expect customers to tell you when their unhappy with their treatment. According to a recent article in Psych Central, customers vote with their feet when they encounter rude employees. They don't bother to complain–they just go elsewhere.

Sadly, it's not a small number of people who are encountering bad behavior. One-third of the people surveyed said they received, or saw someone else receive, discourteous service approximately once a month.

As everyone knows by now, there's a likelihood of soft holiday sales this year. ShopperTrak said stores can expect to see 2.2 per cent less foot traffic. One reason shoppers will be making fewer visits is because of the high cost of gasoline. Another is a move to more online sales. Rather than a debacle, as retailers faced in 2008, analysts foresee a less-than-joyous holiday season.

So store owners who want to make their financial goals, have to increase the size of each ticket. Second-rate service is a surefire way of sabotaging your business.

How to Ensure Superior Service

Be careful about whom you hire.Make sure that anyone you bring on board is a people-person. That means, even if an employee clearly has your best interests at heart, but looks down on customers, keep him or her behind-the-scenes, rather than on the sales floor.

Train your staff about how to behave in challenging situations. Make it clear what's acceptable, and what's not, in your business. Go over it on a regular basis. Role play different situations so you can reach the best outcome for your immediate and your long-term success.

Take good care of the people who work for you.The more you show them kindness, the more inclined they'll be to pass it along to others. Also, if they're happy in their jobs, the more cautious they'll be about behaving in an insolent or unpleasant manner, because they'll want to keep working for you.

Observe your staff on an ongoing basis.That way, you can step in if a problem arises, and intercede before it escalates and either your customer, or your employee is offended.

What are you doing to keep foot traffic, and concomitant sales, up?

About Laurel Tielis

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