Craft Business

In these difficult times of credit crunch, an uncertain economy and large retailers diversifying their product ranges to offer almost anything, small independent retailers have been left facing a real challenge to survive and thrive. Pricing, positioning and distribution are areas where small retailers can find it hard to compete with the big boys but one area where they really could have an advantage is on the levels of customer service to their prospects and clients. Enter any medium or large-sized retailer today and you are often faced with two approaches. You are either pounced upon by a sales assistant as soon as you go through the door or, at the other extreme, you get totally ignored. But for smaller retailers, this is an area where they can really make a difference to build up a loyal client base who are treated as individuals as opposed to a number.
There are five things you must consider when attempting to turn your retail store into one that really appreciates its customers.

1. The Customer Experience
Ask yourself whether you have clearly articulated to your staff what you are trying to achieve in terms of customer experience. What do you want the experience to include? Think about what you want your browsers and customers to go away from your store saying about you; Friendly? Informative? Helpful?
 2. Add-Ons
On 80% of the occasions that someone purchases something in your store there is an opportunity for them to purchase a complementary product too. Items like glue, thread and string can be combined with almost anything and can add five to ten percent onto the total purchase price without appearing as if you are ramming it down their throat.
 3. Can I Help You?
Never ask this question because we all know that the person will come back with “I’m just looking”. Instead, ask “Is there anything I can help you to look for?” By asking this they cannot come back with the 'just looking' excuse!
 4. Did You Find Everything You Were Looking For?
Here’s another golden nugget – when your customers are paying for their items ask “Did you find everything that you were looking for today?” Sometimes, this acts as a memory jogger for other items and sometimes the customer simply could not find what they needed but did not ask. You can expect to have a five to ten percent increase in your sales by using this approach.
 5. Make It Easy For Your Customers
When all is said and done your customers want an easy life! They want to browse your store, finding things easily with helpful staff. This is an experience that you can create; become well known for your excellent levels of customer service and friendliness and news will soon travel fast.
Sean McPheat is a leading authority on marketing and selling in today’s modern environment. Find more advice at http://www.seanmcpheat.com