Vic Smith, owner of independent beds retailer Vic Smith Beds, talks about the traditional ways of retailing.
Last month we spoke about about embracing the digital age and moving forward, but call me a dinosaur, I still believe in certain traditional ways. Think about the last time you went food shopping – self-service tills I’m guessing? And it always goes wrong! You are left waving your hands round to find someone to come over and help. For me, it’s sad to see this is the way forward. The reason why our main ethos as a company is good old fashioned customer service is down to the personal touch.
We see it every day – for some customers that come in, we are the only point of contact that they may see that day or even that week. So, whilst it may seem that your sale is taking longer, think about the difference you are making in their day for the social interaction. It’s a fine art of selling these days, and it’s about finding a point for that customer to identify with you (remember – you’re not just selling the product, you’re selling a service, and you’re selling your company) without getting so sidetracked, the point of why they came in gets forgotten.
The classic lines tend to get forgotten. In our sector, beds, who’s the bed for? It may be a regular family member that stays often – it could be an older couple that sleep apart so you’re not selling them a spare room bed, you’re selling a second main bed. Talking to people as individuals is fundamental to selling more. Bizarrely enough, buying a bed seems to be one of the most embarrassing purchases people make.
Yes, we can all have personal issues – but what’s the harm in parking it at the door? Trade is hard enough without our body language putting customers off.
And the same goes for your delivery staff – it’s all very well you doing what you need to, but these are the final pieces of the jigsaw puzzle. You need to ensure that they are singing from the same hymn book as the in-store staff. Because despite you having done a sterling job in store, the customer’s last impression of your company will be the delivery. So, remind them to smile – as again it’s potentially the customer’s only interaction.
Also, if the customer calls in afterwards to sing your praises and how happy they are with the product, and how well the delivery went, surely there can be no better form of free advertising than that? Yes, free advertising! Remind them, and ask them, to tell people, “We have looked after you, don’t forget to tell your friends”. And by friends, that could even be one of their other social interactions that week in the chemist! It’s no harm in keeping the human touch!
Every avenue in enhancing your business can’t be a bad thing. Don’t get me wrong, the internet is a useful tool, but we shouldn’t forget the basic tools we have that cost nothing.
