By Bob Phibbs, the Retail Doctor®
The holidays are almost here so I’ve come up with my blunt reminders for both staff and owners of specialty retailers after seeing Bruce Buschel’s blog in the NYT. They’re by no means all the “Don’ts” but especially at the holidays, they can make the difference between hearing, “I’ll take it,” and “I’m outta here.”
1. Do not let anyone enter the shop without a warm greeting. If you can’t or won’t do that, go work at Macy’s.
2. Never say it’s “slow,” “dead,” or voice any negative thought, we get enough of that from cable.
3. Leave your problems at the door – no one wants to work with high drama whether that’s your daughter’s lost keys or your boyfriend’s mom had a facial appointment.
4. Don’t come to work sick – ever.
5. Don’t complain about Christmas music, it’s playing for the customers, not you.
6. Don’t arrive late saying there was “traffic.” Of course there was traffic, it’s the holidays. Plan accordingly.
7. Don’t change into work clothes that you’ve had scrunched into your backpack all day – leave the wrinkled homeless look for the streets.
8. Don’t keep asking if you can go home early unless you are prepared to ask if you can come in early for the day after Thanksgiving or Christmas.
9. Never reply to a customer inquiry with, “No” unless it is immediately followed with, “But we have…”
10. Don’t just ask questions that can be answered with a “yes” or “no.”
11. Don’t ask if there is “anything else?” Suggest one item that logically goes with what they are purchasing.
12. Don’t say you’re “not authorized” to give a discount, they’ll just ask, “Then who is?”
13. Saying, “No problem” is a problem. It sounds condescending like, “ it’s just you – I’d do the same for my dog.” “You’re welcome” is the “A” answer.
14. Don’t walk past a discarded wrapper, used diaper or other leave-behinds of customers. Pick it up and dispose accordingly.
15. Don’t stand in front of the store looking bored.
16. If you ask, “Did you find everything OK?” listen to the answer and fix whatever is not right.
17. Never say, “I don’t know” to any question without following with, “I’ll find out.”
18. Know before approaching a customer who has been waited on. Do not ask, “Have you been helped yet?” Open your eyes!
19. Never take a return without asking what went wrong. Obviously, something didn’t work and many times it can be fixed or exchanged without refunding the cash.
20. Do not have a personal conversation with another employee within earshot of customers.
21. Do not eat or drink in plain view of customers. That means no food visible on a shelf or the counter either.
22. Never reek from perfume, cigarettes or body odor.
23. Do not call a woman “lady,” or refer to two women as “you guys.”
24. Never acknowledge one customer over and above any other, especially the one in line behind others you do not know. All customers are equal, even if the one at the back of the line is your best, wait until all others have been helped.
25. Do not gossip about co-workers or customers within earshot of customers. Better yet, don’t gossip.
26. If there is a service charge, delivery charge or special order charge, alert your customer before you ring them up. It’s not a secret or a trick. Likewise if something can’t be returned for a full refund after the holidays.
27. Know your products inside and out. If you sell Zoobie plush toys that are also a soft pillow and a comfy blanket, know something about Zoobie plush all-on-one toys.
28. Do not ignore a customer because they are not your customer. Stop, look, listen, lend a hand.
29. Do not stand behind someone who is looking at product. Make eye contact and stand next to them or in front.
30. Never blame the boss, the part-timer, the vendor, the weather or the economy for anything that goes wrong. Just make it right.
31. If a customer is having trouble making a decision, help out by giving them a choice like, “Do you prefer something lighter or darker?” “Something hot or cold?” Don’t just stand there like a dead fish or walk away like they have swine flu.
32. If someone wants to know your life story, keep it short.
33. Don’t tell customers you are out of something before they ask for the missing product.
34. Do not disappear.
35. Do not ask, “Do you still need some time?” Shopping is not work — until questions like this are asked.
36. Never suggest ringing someone up until the customer explicitly asks for it. If they are holding many items, ask, “Would you like me to place these on the counter so you can free your hands?”
37. Do not stop your exceptional service after the order is rung up. Final impressions are lasting impressions.
38. Never dismiss or patronize a customer who has a complaint; listen, take it seriously, address it.
39. If someone is yelling or swearing on a cellphone, politely suggest they go outside.
40. Never hover long enough to make people feel they are being watched or hurried, especially when they are figuring out what to buy.
41. Do not show frustration. Your only mission is to serve. Be patient; it’s not easy.
42. Don’t ask how customers are. You don’t care, they know it.
43. Don’t ask customers if they have a budget- of course they’ll say cheap-no one willingly says the “sky’s the limit” even if its just for a box of Crayola crayons.
44. Don’t talk to customers’ backs. Either get in front of them so they know who’s talking to them or shut up. No customer wants to try to figure out where a phantom voice came from.
45. Don’t thank customers as they are opening the door to leave if you never spoke to them after they arrived. (See above.)
46. Don’t hide behind the counter – customers shouldn’t have to come to you, you should go to them.
47. Don’t stock when any customer is in the store.
48. If you are in a mall, be prepared to give directions when people ask if you know where they might buy a particular item. No one wants to hear, “I don’t know.” Try.
49. Don’t call other stores to see how busy they are. No time. No need. Nothing to help you achieve your goal.
50. Don’t look at your employees as serfs. Chronic short-staffing, distracted, nickel Napoleon managers–make it nearly impossible to give good service. Treat your staff with respect, i.e. how you would like them to treat others. Bring out the best in them.
©Bob Phibbs 2010 All Rights Reserved
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Best-selling author and speaker Bob Phibbs has helped thousands of businesses compete by using his unique sales approach and not discounting. His Book, You Can Compete: Double Sales Without Discounting is the backbone of several companies training programs and teaches his methods for making over a business. Download more free tips at http://www.retaildoc.com/media/free-articles.htm and watch for his new book available in April from Wiley
