Retailers these days wear many hats. You sell in-store, online, and social media, making exceptional customer service mandatory.
Every staff member must be kept up to speed on what is expected of them while at work, and every associate needs to ensure that whatever is expected happens.
Let’s look at how you can improve your customer service and increase store sales.
Start with solid communication
You know the saying: Everyone needs to be on the same page, in the same book; however, they can’t do that unless you make it happen.
Consider setting up a weekly email blast for associates that brings them up to speed on what’s happening in the store.
You can do the same thing with a private Facebook group or keep in daily contact with many available free apps.
I reccomend WhatsApp; it’s free to use and you can send messages, documents, photos, and videos, make voice calls, and even host video chats on mobile devices and desktop computers.
As long as you can send the same message to all employees at the same time, choose whatever method works best for you.
It’s also a good idea to hold a 10-minute meeting with employees each morning before you open the doors for business, repeating it whenever there is a shift change. You can leave people in the dark; however, you can never over-communicate.
Set a daily sales goal
People must know what is expected of them, no matter how long they have been with you.
If you have never set a daily sales goal, you will be pleasantly surprised at how much more attentive associates become once they know you are keeping track of their productivity.
Your POS system may be able to help here, or you can ask customers at the counter who helped them and note it in a Daily Sales Goal Journal.
Don’t just say you have a goal – write it down and put it in a place where every staff member can see it.
Daily assessments
Require everyone to do a mandatory 360 Degree Pass-By at the start of each shift. I created this daily exercise to keep everyone up to speed on what’s happening on the sales floor.
It requires staff members to walk through the store quickly, noting what’s new, what has changed, and which areas need immediate attention. A daily 360 Degree Pass-By shouldn’t take more than a few minutes; however, it will help employees – even your full-timers – become more familiar with what’s happening on the sales floor.
Pick up the phone – fast!
Answer the phone within four rings, the number typically programmed into answering machines and voice mail systems. There will always be exceptions; however, picking up the phone in four rings or less should be your standard.
If you are busy helping another customer and the phone rings, simply ask permission to answer it. “Would you mind if I answered the telephone?”
If the customer says okay, take the call and offer the caller the choice to be placed on hold or opt for a call back within a specified time.
If the customer says no, let the call go to voicemail.
However, don’t rely on voicemail to answer every call!
Answer calls the right way
How the phone is answered builds a perception of the business. Know what drives customers crazy? This:
“Hello, and thank you for calling XYZ Shop. We are open from 10:00 – 5:00 Monday – Wednesday, Thursday, and Friday, 10:00 – 9:00, Saturday from 10:00 – 6:00, and 11:00 – 4:00 on Sunday. Our special today is X and Y. This is Z. How may I help you?”
I’m hanging up – this is too much information!
Instead, choose a short, standard greeting that everyone must use when answering the phone. Ours is, “It’s a great day at KIZER & BENDER Speaking! This is X. How may I help you?” It’s short, friendly, and to the point.
Warm welcomes are mandatory
Welcome shoppers as quickly as possible.
Interestingly, in our onsite studies, shoppers greeted within 60-90 seconds said it took five minutes or more for someone to acknowledge them. It’s a perception thing –customer time vs real time – so say hello as soon as possible!
A warm smile and a hello are all you need. Make eye contact and say, “Welcome to the store!” or “What brings you in to see us today?”
Most customers will thank you for opening the door to a longer conversation. If the shopper needs help immediately, they’ll ask for it. When they don’t need help, offer a cart or a basket and invite them to browse leisurely. You can check back later to see how they are doing.
Never say, “May I help you?” because the answer will almost always be, “No thanks, I’m just looking.” That question only works when the customer is clearly in a hurry.
In the next issue of Jeweller, we’ll continue to cover the mandatory standards for retail sales staff in 2025.
READ EMAG