10 “What” Questions Retailers Often Ask About Retail
By Bob Phibbs
What does great customer service look like?
When done right, great customer service creates an exceptional experience and shouldn’t really look like anything.
The retailer should let the customer know that for those few minutes, they are the most important person in the world. They are treated with an open heart by the employee who is open to meeting new people, sharing something about themselves and helping someone.
All of that should be so seamless that all the customer thinks when walking away or hanging up the phone is Wow! That was an exceptional experience!
What are brands actually selling?
A feeling. The best brands can be captured in a few words, much like a movie’s main theme. For E.T. it was get home, for most detective films it’s find the girl. For consumer brands like Ralph Lauren it’s an idealized Americana, for Prada it’s the luxury lifestyle, for Eddie Bauer it is the spirit of adventure. Brands that you can’t quickly pinpoint the feeling they are selling will struggle.
What are the positive results of a great location?
A great location in retail is the difference between success and failure. You can lease a shop 100 feet off the main drag in your hometown to save money, but you’ll give that savings back in promotions, ads and a constant drive to get people in the door. Leasing a killer location next to a busy restaurant will only help you if you can be all the hours it is open.
Much like the outline of a book, retail sales techniques tell the associate how a sale should progress from greeting the customers, building rapport, showing them around, presenting the merchandise, closing the sale and inviting them to return. These sales techniques insure a thoroughly satisfying shopping experience. Without retail sales training, employees look at sales as hit or miss.
What are three ways to approach a customer at a store?
Smile before you do anything.
Meet their eyes.
Say, “Good morning.”
What is something I should know about opening a store?
It will take longer to become profitable than you first think; make sure you have enough money. You don’t want to be looking at every customer like they have to buy something or no one will.
What attracts customers to a store?
Customers want to be where it is busy. New stores and newly remodeled stores attract customers, just like new merchandise. That’s partly why location is key but also why it is so important to train your employees to move throughout your store. Shoppers want to see they won’t be the only ones in that store.
What is easier to increase, sales or foot traffic?
It is easier to increase sales because sales are not dependent on getting more customers, but on getting more out of the customers you already have. Marketing stops at the front door, and there is little an employee can do to alter foot traffic. But once a customer steps through your brick and mortar doors, a well-trained salesperson can increase conversions dramatically.
What is a five-finger employee discount?
Employee theft. The five fingers of the hand take the merchandise and hide it; i.e. steal it.
What is merchandising?
Also referred to as visual merchandising, this describes how you arrange the products in a store. It could be everything from the display fixtures and signage to the type of products and how they are displayed.
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Are you a hungry brick-and-mortar store owner who’s ready for a fresh, people-obsessed strategy? This training is for you if you want to grow your business using a powerful customer experience formula proven to make your cash register chirp.