Keeping Your Glass Customers Close
Glass customers don’t buy from a business simply because they have a great product or beautiful artwork. Customers will buy from you if they know you, like you, and trust you. One of the best ways to facilitate this with your customers is to actively engage in activities that build relationships with them. These can be face-to-face or through marketing tactics like social media.
Check out this thoughtful article from retail marketing geniuses, Kizer & Bender:
1. Become a 1%-er. Vow to be just one percent better each day and you will be amazed at what you can accomplish! That little one percent more will help you look at your store with fresh eyes, seeing opportunity where you’ve never seen it before. Your customers will notice – and so will your competition. Being a 1%-er requires focus and commitment.
2. Keep Your Eye On the Big Picture. Always keep one eye on the BIG picture – long range goals for you store. You need short term goals as well, but understand that to keep the future bright, you have to make future plans. Part of this planning involves keeping track of retail trends, keeping notebooks of things you’d like to do, floor moves you’d like to make, lines you’d like to sell, etc. When vendors visit your store, spend quality time with them, taking full advantage of his or her knowledge.
If you don’t have time to set goals or work on the big picture ask your team for help. When you turn over some of the day-to-day tasks to your associates, you’ll find extra time in your day. Don’t be afraid to delegate! Remember this African proverb: “How do you eat an elephant? One bite at a time.” The same goes for the goals you set. You can easily accomplish your goals by breaking them down into smaller, more manageable, easy-to-do steps. Plan your work, and then work your plan.
2. Know that the Customer’s Definition is the Only One that Counts. Every retailer has an opinion of their customer service and it’s usually better than what their customers think. But when it comes to service, the customer’s definition is the only one that counts.
Don’t assume you know what your customers are thinking. If they’re not happy they probably won’t tell you, they’ll just quietly go someplace to buy what you sell. If you don’t know how your guests define great service then you’re going to have to ask.
One day a month, station yourself near the front door and conduct Exit Interviews. Introduce yourself and ask customers if they found everything they were looking for. Ask about their in-store experience and their interaction with store associates. Ask if there are any classes or events they’d like to attend or product they wish you carried.
When a customer tells you something good, write it down! Use their positive quotes in social media posts, ads, bag stuffers, in-store signing, and on your website. A customer testimonial is instant credibility because it’s 10 – 20 times more believable than what you have to say about yourself.