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Loading ...cas·tle (ksl) n. A large fortified building or group of buildings with thick walls, usually dominating the surrounding country.
Have you ever found yourself walking through the mall or down a Main Street, see something in the store that looks interesting, look through the window, see the employees behind the counter with no one else in there and walk on? I have.
When a store is empty, it is much harder for that first person to walk in because they feel all eyes are on them. They are afraid of being:
- Attacked by an overly aggressive greeter
- Ignored and unable to find what they need
- Being judged
If you’ve hired to fill your schedule, instead of hired employees to sell your merch, your timid employees will stick behind the counter.
They might, might notice a customer walking in the door but more than likely not. Take a look at this shot from a paper goods store in Glendale, California with one girl standing to the left and the other with her arm out on the counter looking out while customers are in the store. Wow!
Oftentimes we hire people more comfortable behind the wall of the counter, that’s why I refer to it as the castle. It is a safe place, fortified to withstand attack. It allows the weak to demand attention. You want service? Come to the castle and we may lower the bridge to give you the answers, otherwise you’ll stand in the moat until we are ready for you.
Get your employees out from behind the counter and keep them active, especially if you have windows. Customers outside need to see people inside trying on clothes, matching prints, perusing books, comparing products so they will want to be part of the group. If you don’t have any customers at that time, have employees act as they were customers. This holds true for almost any business.
If you’ve just opened a restaurant with an outdoor patio and no one is there at lunch – put excess employees on the patio with food until it is busy.
If your auto repair bay is empty, have an employee put their car up on a lift so they will be available when someone comes in or people see you as busy when they drive by.
Still can’t get them from behind the counter? Here are a few tips to make it less comfortable:
- Remove any seats or stools
- Remove comfort pads or rugs off the concrete floor
- Remove one side so both sides are open and accessible
- Cut the counter in half so it is more of a desk
- Move the phone
That doesn’t work? Well, you can always hire better.
If you’ve trained them well, salespeople are never behind the counter waiting; telegraphing the world how bored they are. They are active, moving around all the time creating excitement, not barricaded behind the castle.
To learn more about growing your business, pre-order the Retail Doctor’s Guide to Growing Your Business (Wiley & Sons) May 2010
