E-tip September 3, 2009 "ALWAYS RESPECT EVERY CUSTOMER"

 
In my last tip, I wrote about my experience with the purchase of a new BBQ.  Offended by a sales associate at one big box retailer, I went to and purchased a BBQ from a major competitor. 

It was a very good experience in which I was assisted very skilfully by a couple of good sales associates.   However, the experience was somewhat sullied by something I observed while we were loading our purchase into our vehicle.  

A young couple had also purchased a BBQ at about the same time that we had and they too were being assisted in the loading process by a very young, male sales associate.  They were obviously delighted with their purchase and were proud of their good purchase decision. 

Unfortunately, I heard the young sales associate say, "Yeah, it is okay. But it is our cheapest line, it is made in China and you will be lucky if it lasts two years."  How sad!   This young man probably knows very little about the product and was perhaps paraphrasing and embellishing something that a fellow employee had said inappropriately and off-handedly.  Nonetheless, it was devastating for the customers and a grave disservice to the young man's employer.  No one gains and everyone loses.  

You should always emphasize the positive aspects of a product and every product has them.  In this case, the product was low in price but an excellent value and ideally suited to the these customers.  There is absolutely no question in my mind that it would serve them well for a very long time and bring them much enjoyment.  

By the way, the BBQ that I was replacing was also very inexpensive but had produced some glorious steaks over a period of many years.  It had proved to be a great investment for me.  

Respect your products, your customers and your employer.  

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E-tip 0911 Aug. 28, 2009 "EVERY CUSTOMER COUNTS"

 
One of the great challenges of retail selling is to ensure that you do not make one customer feel uncomfortable while you are occupied assisting another.  That is, you must ensure that you are able to manage to some degree the needs of more than one customer at a time.  

Recently I went shopping for a new BBQ.  I went to a nearby location of a huge, well-known big box home improvements retailer.  Right near the front of the store they had a large selection of BBQ's displayed in three parallel rows.  I spotted one that looked promising and moved closer for a better look. 

Almost immediately, a  large, male sales associate accompanied by a young couple moved between me and the BBQ.   So, I moved to the next row and began looking at another model. This time I was actually using a hands on approach looking at the specs., etc. 

This time the sales associate approached from my left, extended his rather large right arm and pushed me aside.  His customers dutifully stepped in front of me to listen to his sales pitch. Offended, I left the area, and eventually the store but not, however, before watching the couple  leave without making a purchase.  

I went straight to another big box retailer and purchased a BBQ. It works great, thank you.  

Of course, this sales associate was not likely to have been aware of what he had done.  However, it is still a major boo-boo and something that must be avoided by all retail sales professionals. 

Try to be aware, always, of all customers.

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E-tip 0909 July 27, 2009 "YOU CANNOT CHANGE THE RULES MID-GAME"

Recently, my new primary health care provider informed me that she charges $20.00 for each prescription renewed by telephone and that I currently owed $60.00.
 
I pointed out that I had not been aware of that policy and that I would certainly in future plan to ensure that on my regular 90 day visit I would ask for sufficient medication to last for three months. 
 
When she insisted that I pay the $60.00, I protested saying that it was inappropriate to change the rules after the game had started.  She ignored my protestations and carried with the business at hand (my health) and I did pay the $60.00.
 
I believe that this Nurse Practitioner has since day one provided me with excellent care and certainly the best I have experienced in years.  Nonetheless, I was most disappointed by this experience and I am now was concerned that I am sensing some the greed and arrogance that characterized my former family physician.
 
I don't mind paying the $60.00 and may do so again in future but I will do it knowing the rules and will be neither surprised nor disappointed. 
 
Please always ensure that your customers or clients (or patients) know exactly what to expect particularly regarding costs and fees.   Surprises always cause ill will and weaken even the strongest of relationships.  Worth the risk?  I think not.  
 

E-tip 0910 July 23, 2008 " WHAT YOU SELL vs. HOW YOU SELL IT"  

In truth retail success depends far less on what products or services you sell than it does on how you sell it.  

You may have observed as I have that some people can take virtually any product and sell it successfully regardless of competition and other market considerations.  One of the wealthiest men that I know, has taken some of the most unlikely businesses and turned them into huge successes.  

Others never seem to quite make it and many fail, often more than once, even when they have a good product in a good market.  What is it that makes the difference?   "How you sell" is what makes the difference.  In essence, your success depends on how attractively you present your product and how easy and comfortable you make it for you customers to buy. 

Since most of us believe that we are already doing things the "right way,"  we have little hope of changing the results that we achieve until and unless we find a powerful and effective means to change.  I call it "The Customer Service Diet."

E-Tip July 9. 2009 EMPLOYEES & CUSTOMERS MUST BE WELL INFORMED

I am a very regular customer at Canada's leading coffee and goodies chain.  For the past number of weeks, I have been enjoying on Thursday evenings their "slow roast beef sandwich."  For the past three weeks I and several other customers have been told by staff that "We are out of slow roast beef."  I have observed several disappointed customers leave when they got the word.  

Last week after getting the message from a long-time server, I asked the manager if they had simply discontinued the sandwich or if they were really out of the fixin's. His answer was that they had discontinued it for the summer and that they would add it back in come September.  Yet the signs were still up and the staff seemed not to be aware of the change.  Shameful!!  

Observation: there is absolutely no excuse for management not to have ensured that staff and customers were aware of the change.  Customers were disappointed and angry and may not return and staff were embarrassed and may not perform well because they feel left out of the loop.   

TIP: KEEP YOUR STAFF AND CUSTOMERS INFORMED AND LOYAL