In the previous issue of Jeweller, I outlined several strategies to raise your customer service standards to higher levels.
The final point concerned the importance of welcoming shoppers to your jewellery store as quickly as possible, as studies have shown that consumers and staff perceive time differently.
With that in mind, we created the “7-Tile Rule” after watching too many shoppers roam sales floors unattended.
Your goal should be acknowledging every shopper whenever your paths cross on the sales floor.
React with a smile, nod, or conversation – whatever the situation requires.
The 7-Tile Rule isn’t just a perception builder; if the shopper is up to no good, all that attention will send her right out the door.
This is also a good time to introduce yourself; people like to be addressed by name, so offer yours first. In fact, everyone should introduce themselves to at least five customers each day.
When was the last time anyone at a big box store introduced themselves to you? Never? We thought so.
Watch your body language
What we are thinking shows up before we ever say a word. Did you know that 7 per cent of what we communicate to others comes from the words we choose, and 38 per cent is through tone of voice; however, 55 per cent of what we communicate is done through body language?
It surfaces in how you stand, hold your head, and the look on your face.
Sometimes, standing with your arms crossed is just comfortable; however, it's a barrier to the customer in front of you.
Keep mobile phones off the floor or limit usage when shoppers are present, even when you legitimately do store business.
Stay at least six feet away from a customer’s personal space, and when you are conversing with another employee, always stop and acknowledge customers nearby.
The power of inquisition
Ask the customer questions to determine what they came in to buy. There are two ways to ask questions: open-ended questions and closed-ended questions.
Open-ended questions allow you to uncover valuable information quickly. Open-ended questions begin with who, what, where, when, why, or how.
Think, “Who are you making this quilt for?” or “Which colours were you thinking of incorporating into your design?”
Close-ended questions can only be answered “yes” or “no”. They are helpful with talkative customers and with those who give you long but non-useful answers.
Closed-ended questions always begin with verbs like will, are, is, did or didn’t. Think: “Are you buying this as a gift?” or “Is this your first DIY project?”
Remember, whoever asks the questions controls the conversation. You can get to work once you discover what the customer is looking for.
Don’t forget the add-on
Remember to suggest additional products. Have you ever been to a fast-food restaurant where they didn’t ask if you wanted fries with your sandwich? Nope! Because that doesn’t happen.
Fast food retailers know the easiest way to increase the bottom line is to have sales staff suggest additional items.
It’s so ingrained that every employee does it, every time. Your staff should do it, too.
Customers won’t buy additional items if they aren’t asked. Sometimes those add-on items, such as batteries or components, are necessary to complete a project.
Why wait for the customer to return home without everything they need, only to return angry because they had to return?
Don’t think of add-on selling as pushy; think of it as a positive way of helping the customer and suggesting alternatives.
Build the bond
Remember to build a relationship. Before the customer leaves the store, think about one more thing you can do to keep them close.
Invite them to sign up for your email blasts, watch your Facebook Live broadcasts, join your private Facebook Group, or hang out with you on social media.
If you happen to capture the customer’s address, send a handwritten card thanking her for choosing your store.
It’s the little things that draw customers close to your store, and they share the little things with their friends about your store.
Remember the good times
Celebrate the victories. We all need a victory, even a little one. Toast the end of a long week by recognising sales staff for a job well done.
Your appreciation is important for going above and beyond what is expected, such as a big sale, letter or mention in a customer review, or putting out all the new products in record time.
Show it in front of their peers, maybe with a gift card from the store, or go bigger with a gift card to a favourite restaurant, a pretty bouquet or a tin of chocolate cookies.
Ultimately, it doesn’t matter what you do -as long as you do something.
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