So, what do your customers want? It seems like an easy question, but so many businesses get it wrong everyday. Every time I leave my home and shop at local stores (Winston Salem, NC) I take notice of how quick people are "pushed", for a lack of better word, in and out of a store. The worst one I can think of is a nearby electronics store. At this store, a customer walks in, looks around and shops. When the customer asks for help to find something, the employee finds it as quick as possible and tries to push the customer through a checkout.
Now, for the answer to what your customers want. Customers want everything. They want their money's worth and more. They want hospitality from a warm friendly person that they can look to as a "buddy" instead of a paid associate. If you are dealing with an online business, your customers want close to the same thing with the least amount of hassle or effort on their half. If you have a complicated checkout or storefront, chances are that you won't have many customers. If you do, then they aren't as happy as others who use a simplified process.
Remember when I said it seems like an easy question? The question is easy to ask, it's a little harder to answer. The quick answer is keep your customer happy. We all know that there are SOME people out there that you could pay to take your high-dollar merchandise, deliver it to their home for them, show them how to use it, pay them again, and they would STILL find something to complain or gripe about. These few are the exception to the rule, but still must be dealt with professionally. With those people aside, on to the rest.
Below are some great things to get the ball rolling:
1. Don't "push" your customers in the front door. Pull them in. By offering quality products and services for a good price is a start. Customers love the word "free". If you are offering quality and something free, chances are they will pour through the door with a smile.
2. Treat them as equals. If you are in a management/owner position, try to remember that, yes, you are in control. Control of the employees and the store/business, not the world. If you treat people as if you knew them when your cribs were side-by-side in the hospital (not really, but you get the point) and learn their names, it will usually invite them to keep coming back.
3. Don't rush the sale. For me, this is the biggest one. How can you make a profitable business by shoving a customer through a checkout every time they pick something up. Yes, you might a sale for one item. What about the other items they might have seen, picked up, and purchased? Let the customer decide when they are ready to leave. But always be close enough to help them when they need to find something or information on a product/service.
4. Extend yourself beyond the walls. Most stores help customers carry heavy items out to the car and load them. Why stop at the heavy items? Offer everyone the assistance of carrying items out and loading them. Yes, a lot of people will turn this down. Which is good as far as productivity. But don't look shocked if they accept the offer, do it with a smile. Just the act of offering to carry out that pack of gum plants the seed in a customers mind that "this place really likes me". Look at "the big store" that welcomes everyone that walks through the door. It's the same concept, but on the other side of the sale, which I think has a bigger impact.
Now, how do you deal with the people who don't have a shred of happiness with anything? Apparently they came to your business because they have a need or want. You might be able to fill this need or want. Great, there is some common ground to start on. From what I have seen over time on many different levels and in different settings is that these people usually show change over time and only want to deal with certain people. For example, on their first visit, they will come in and hate everyone and everything you have. This is where your first impression hits home. Treat them the same as you would other customers, maybe they will require a little more friendliness. Most of these people are older and want to be treated "special". They want the manager/owner to know them by name, know what they like, how to ring them up right (yes, they "require" someone who knows how to ring them up "right"), and wish them a wonderful day and tell the family and dog they said hey. After the initial "learning curve" for these people they will usually look for certain people they have dealt with before and no one else. If they don't see that person they won't open up to anyone else without starting the whole process over again. And if one person crosses them, they will go straight to the management/owner to get it remedied. This is where the manager/owner informs the employee what type of person they are dealing with. The only way I have seen to get that employee back in good graces with that customer is to "re-introduce" the employee to the customer is a better light by mentioning the employee was reprimanded (informed) and has changed their ways. Now, the employee has a better idea of how to deal with the situation in future situations, and may still have a chance with the original customer. The customer also feels better knowing that their opinion has some worth with "the higher up's".
I hope that some of this information will help out in your future customer relations and maybe improve on past relations. Just try to keep one key thing in mind. Business doesn't grow by itself. It takes customers to make it work. Treat them good, and they will return the favor. Word of mouth is the best form of advertising. By treating your customers right, you'll be getting so much free advertising you might struggle to keep up with the sales.
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