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Loading ...OK, I plan to do a few posts using the politcs of the season as broader lessons for retailers in general. (It is not meant to pick on any on candidate or party.)
Sarah Palin’s pick was McCain’s stated attempt to attract those women who voted for Hillary Clinton.
Sarah Palin
While the Palin selection did energize the Republican faithful for about a week, in a poll published in today’s New York Times, nearly 60% of likely voters felt she hurt the ticket. In short, her selection didn’t bring new voters to McCain, it reinforced those who already were likely to support her. They could look past the botched interviews and experience questions. The very people McCain needed most however took a more critical view.
For retailers, this is a classic case of only attending to the regulars.
Many times when I do a retail business makeover, I ask if they have a mystery shop program. “That’s not necessary, our customers love us.” Many times they’ll even point out a letter someone wrote to them raving about their service.
But when I perform a series of mystery shops, we usually find that new customers are not welcomed and in fact, because they are not a regular, they often receive below average service. The anonymous shoppers then rate the crucial question of whether they will return with “maybe” or “no.” It’s my job to raise those shops to a remarkable level.
Look, your regulars will love you no matter what. It’s the new people who first discover you that need to be courted, monitored and encouraged to return.
If you’d like to know more about the mystery shopping service I provide, shoot me an email. In the meantime, concentrate twice as much on the new customers than the returning customers and you’ll be on the road to a winning strategy to grow sales.
Now more than ever I understand why we must provide results in advance. Coming from an abundance mindset you provide extreme value and the word spreads like wildfire.