Six Lessons from the Retail Sales Floor for Delivering Superior Customer Service

Take a moment to reflect on the last time you visited one of your favorite retailers. Did you encounter a friendly, outgoing salesperson? Did he or she help you find exactly what you were looking for by taking the time to get to know you and really understand your needs? If you answered yes to those questions, then you were on the receiving end of excellent customer service. Notice that I didn't ask if you found a good bargain or if you had the chance to negotiate a more favorable price. Providing good customer service means making an authentic connection; it doesn't mean simply reaching an agreeable price, closing the sale and saying goodbye. As one charged with growing and marketing your business, it's your job to ensure that you and every single person you put on the front lines bring authenticity and enthusiasm to every interaction with a customer or prospect. Whether you have a staff of five or 500, the last thing you want is a customer who feels like they and their hard-earned dollars are under-appreciated. I can’t even count the number of times I've come across a customer service rep who sounds bored and apathetic. This not only makes me want to conclude my frustrating encounter with this person as quickly as possible, but it also leaves me with a sour taste in my mouth about the company as a whole, making me highly disinclined to do business with them again in the future. And if I walk away feeling this way as a result of this rep’s apathy, inevitably there will be hundreds or even thousands of others who share my sentiment. Leave enough customers feeling alienated, and eventually you will have the undoing of even the largest, seemingly most untouchable corporation. Through their actions and their attitudes, your customer service representatives and salespeople can make or break the reputation of your brand and, by extension, the health of your bottom line. From my experience as the operations manager for a large retailer, I know first-hand what it takes to deliver world-class customer service. Here are six best practices from the retail sales floor that you can apply in your organization to ensure that every encounter between your company and your customers and clients gets five stars for satisfaction.

1. Set the tone right from the start.

Rule number one of working the sales floor is to greet your customer as soon as they walk in the door to make them feel acknowledged and to let them know that you are at the ready to serve their needs. Whether you’re meeting with your client in person or by phone or even via web conference, set a positive tone right from the start by warmly welcoming them and breaking the ice. And don’t feel compelled to get straight down to business. Beginning the conversation with a bit of casual, non-work-related talk will establish an emotional connection and let them know that you see them as a person first and customer second.

2. Establish the need.

In the store, the first question out of my mouth after greeting the customer is, "What's the occasion that brings you in?" This gives him the opportunity to tell me a little bit about himself and what he’s looking to accomplish from his visit. The same applies to your initial encounter with a new prospect. As soon as you’ve established a comfortable rapport, it’s time to start asking questions that will help you gain a better understanding of their needs and goals. And, remember, while they may have come to you seeking help with a specific problem, if you’re a savvy conversationalist, you may be able to uncover a broader concern or objective that you can partner with them to solve. That’s why it’s important to make sure you pose insightful questions that will paint the full picture of who this person is, what their experience has been to date and how you can play a role in helping them advance their goals.

3. Listen. No – really listen.

In the retail setting, one of the best things you can hope for as a salesperson is a chatty customer. The more information they volunteer, the easier it is for us to provide helpful recommendations. For example, a woman in her 20s walks through the door and mentions that she’s looking for a cocktail dress, so you offer a few nice selections that fit the bill. But after a few minutes pass and some pleasant conversation ensues, she reveals that the dress is actually for her cousin’s wedding. A mediocre salesperson says, “Oh, that’s nice!” and returns to folding shirts. But for the savvy salesperson who really hears what that customer is saying, the wheels of good service are set in motion. Because, of course, a wedding is never just a wedding. It’s merely the highlight of a full weekend of events that include at minimum a bachelorette party and a rehearsal dinner as well as perhaps a girls’ spa day and a day-after brunch. All of those occasions require a specific type of attire, which opens the door to an array of additional wardrobe needs that you might be able to help her with. And, hey – we get it. Between asking the right questions, keeping the conversation flowing and formulating your recommendations, it’s all too easy not to fully absorb everything your client is saying. But the worst possible mistake we can make as business owners, managers, marketers and salespeople is not really listening to our customers. Every word out of their mouth is a little clue – a piece of the puzzle that comes together to reveal what it is they really want. Don’t be too quick to dismiss what may seem on the surface like irrelevant details. Even if they're telling you about their children, their cat Whiskers or even their favorite Madonna song, listen and retain as much as you can. Bring along an associate, if needed. Make it their job to record everything that’s happening as it’s happening. Assimilating all of these finer points into a cohesive whole is what's going to help you establish a deeper connection with that client that will improve your chances not only of securing the sale at hand but also of cultivating a fruitful long-term, mutually beneficial partnership.

4. Be proactive but not pushy.

In a retail store, any salesperson worth their salt would never just point a customer vaguely in the direction of what they’re looking for and then leave them to their own devices to find it. Rather, they’d walk them over to the appropriate section of the store, help them pull the correct size, advise on proper fit, suggest alternative options or complementary accessories, etc. In the corporate setting, this translates to staying sharp, thinking on your feet and being a problem-solver. If you’ve covered the bases in eliciting good insights from your client – both in terms of their explicit needs and those they may not even be fully aware of themselves – now is the time for you to step up to the plate and swing for the fences. Let your expertise and your passion for what you do shine through as you offer intelligent and thoughtful recommendations, making sure always to frame your presentation directly in terms of how what you’re offering benefits your client. Put yourself on their side of the table, and let them know that you’re here as a partner in their success, not just someone looking to seal the deal. And on that note, every good salesperson knows how to read the room. If your client shows signs of being uncomfortable or overwhelmed, slow down and back up. You never want them to feel as though you are forcing something on them that they don’t want or need. The cliché of the pushy salesperson is a cliché for a reason.

5. Make the sale that makes sense.

Is there anything worse than walking down a mall corridor and being assaulted from every angle by the employees of those stand-alone kiosks who are trying to lure you over to see their wares? If you were interested in their products, you’d make a point to visit them of your own volition, right? Also, what’s with the aggressive heckling? Has that ever really worked? By contrast, when a customer comes into our store, we make recommendations based on what makes sense for their lifestyle and their needs, not what will fulfill our sales quota for the day. Many of them actually thank us for taking the time to show them products that are genuinely a good fit. When you present your client with a service or product that clearly clicks with them, they'll give you as much time as you need to explain the benefits. Better yet, if you can catch them by surprise with an unexpectedly innovative solution to their needs, they’ll be grateful for your insight and excited to move forward. Worst-case scenario? They’ll say no in the moment, but even then, if you’ve done the job well, given time to reflect and reconsider, they might ring you up again in the future. A word of caution, while you want to hear the cash register ring as much and as often as possible (or to see the signature on the dotted line, as it were), selling your products or services to a customer when you know they’re not actually a good fit for their specific needs is like playing Russian roulette. If the product isn’t really the right solution, your customer is going to be unhappy, and they’re going to point the finger at you. They’ll either assume that your product is subpar or, far worse, that your company is dishonest in its claims. That is one sale that will end up costing your company and your brand’s reputation dearly, as they complain vociferously to anyone who will listen.

6. Commit beyond the sale.

I'm not asking that you wine and dine your client every Friday night, unless you actually want to – in which case, I’m not hating. What I am asking, however, is that you dedicate yourself to ensuring their satisfaction. A smart salesperson recognizes that there’s no such thing as “closing.” After all, when a customer makes the choice to do business with you, you’re not closing anything. You’re only beginning the process of cultivating a relationship with someone whom you hope will be a lifelong client. For example, in my line of business I frequently work with clients who spend upwards of $1,000 or more with the company, and they sign contracts that span six months or longer. When someone is spending that kind of money and time with me, I want to make sure they feel comfortable and informed at every step along the way until our obligation has been fulfilled to their greatest satisfaction. Think of every interaction you have as an opportunity to cement your customer’s continued loyalty. Pay attention, nurture the relationship and earn the right to continue serving that customer’s needs. Don’t simply meet their expectations; exceed them at every turn.

Are you sold yet?

So as you can see, whether it’s on the retail sales floor or in a corporate boardroom, the basic principles of superior customer service are universal. By translating these six best practices to the specific products or services that your company offers, you’ll inevitably reap the benefits of customer relationships that are defined by authenticity, enthusiasm and a deep level of engagement. After all, traditional word-of-mouth isn't dead; today’s savvy customers just demand that you work a lot harder to earn it.

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The Art of Storytelling

Column inches. Sound bites. Web page real estate. Inbound links.

These are the metrics by which the success of a public relations campaign is measured.

If you have news or information about your company that you want to share with the world, how do you go about trying to secure these publicity gems?

The key to getting from point A and point B is the story.

While this might seem like a basic concept, there’s much more to it than simply committing facts to paper. You must shape and craft your story strategically to convince reporters, writers and bloggers that it is important and relevant to their audience.

So, the real question is, what makes a good story, and how do you frame it in a way that persuades those who hold the megaphones to re-tell your story for you?

The process of pitching a story is much more art than science.The process of pitching a story is much more art than science, more alchemy than equation. Just like any art form, there is no formula that guarantees success. However, there are a number of tried-and-true tactics you can employ to increase your chances of getting coverage:

Think in literary terms.

Go back to the basics you learned in English lit class. Good stories are built around archetypal themes: good versus evil, perseverance through adversity, the triumph of the human spirit, the hometown boy makes good – the list goes on and on.

Identify the elements of your story that offer universal appeal and frame your story accordingly. For example, a simple press release on your newest executive hire could jump from a passing mention on the comings and goings page to a full-fledged feature if he or she boasts unique personal accomplishments, offers a different perspective or has overcome great obstacles to achieve success.

Make it timely.

By its very definition, news is “of the moment.” Follow news cycles closely and try to find a way to tie your story to current events whenever possible.

Holiday-themed and seasonal stories are always a solid bet, but don’t forget about other observances and commemorative events. Everything from National Breast Cancer Awareness Month to National Safe Boating Week to America Recycles Day could be a great opportunity for you to present a timely story that offers a connection to the news of the day.

Identify your rock stars.

Reporters are always looking for credible experts to provide insight and analysis. Make the media aware of the resources your company has to offer by presenting bios and lists of topics that your key spokespeople are qualified to discuss.

For example, a travel agent could send information detailing the size of her business and years in the industry and offer to share helpful tips on top destinations or how to find the best airfares and hotel rates.

This tactic works particularly well when timed strategically to coincide with relevant news cycles. In the case of the travel agent, she should contact reporters right before the summer and the holidays, when reporters and bloggers are looking for interesting story angles for the peak travel seasons.

Play the numbers game.

Nothing makes for good sound bite fodder like interesting data. Journalists are fact- and, therefore, numbers-driven. A surprising statistic or one that either validates or disproves a commonly held belief is often the spark that gets media tongues wagging.

Add a visual.

Providing a strong visual, such as a photo, chart or compelling video, to accompany your story will definitely increase your chances of coverage. This is especially true when targeting television or web-based media contacts, who often rely on visuals to give depth to their stories.

Also, if you’re planning an event, don’t forget to include a photo opportunity, especially if there will be well-known people in attendance. There’s no easier way to get your event noticed than a photo of a familiar face, whether it’s the mayor, a hometown celebrity or even a prominent member of society.

Do the heavy lifting.

In the wake of budget cuts and downsizing, many traditional media outlets are stretched thin and are grateful for prepackaged stories they can pick up and run as-is when they have a few extra column inches to fill.

Typically, press releases offer solid, factual information that helps reporters build their own stories. However, when targeting smaller news organizations, you may also want to consider sending a fully written article complete with quotes and photos as well as how-to advice, tip sheets or even recipes.

This approach can be very effective for broad-based consumer pitches and is often used by companies such as financial planners, real estate agents, travel agents, party planners, food companies and health care organizations.

Remember that bigger isn’t always better.

Let’s face it, we’d all like to be featured above the fold on the front page of the Wall Street Journal, but often a well-placed local hit is even more effective.

Focus your time and attention where you have the greatest chance of success – and of boosting your bottom line. If your customer base is local rather than national, craft stories that incorporate elements of local interest to help you attain coverage from writers, bloggers and broadcasters that cover your area.

Know their audience and yours.

The demographics – age, gender, education level, professional occupation, income, geographic location and political leanings – of the audience for each media outlet are critically important to determining the story you should pitch.

You can’t pitch the same story to BusinessWeek and Parents magazine. Understand what aspects of your product or service would generate interest in each publication’s core audience and tell your story accordingly.

For example, I once handled the media relations efforts for a small but very rapidly growing online party supply company. We pitched e-business stories to technology trade publications; wrote articles featuring party planning tips for small local print outlets; offered profile pieces on the owner – a working mother herself – to publications targeting parents; and conducted a media tour offering party trends and budgeting tips to national women’s publications, such as Better Homes and Gardens, Good Housekeeping and InStyle.

Keep it simple.

Although there are multiple angles you could pursue for any given story you have to tell, the only way to succeed is to tell it as simply as possible.

Remember that the reader may have little, if any, familiarity with your business or industry. Break down complex information, avoid using jargon or technical terms and use language that everyone can understand and relate to in some fashion.

Put it to the test.

The most important question in determining the strength of a story is “Would I read an article on this topic?” If you cannot honestly answer “yes,” either go back and reframe it or skip it entirely.

Reporters need to know that what you give them is worthy of their time and attention, so if it’s not worth yours, don’t pass it along. Ultimately, if you want to achieve long-term PR success, it’s important to cultivate your reputation as a source of interesting, factual and relevant information.

By inundating reporters with stories that are not legitimately newsworthy, you’ll do more harm than good and make it far less likely that they’ll take your call when you have something truly valuable to share with them.

If you employ these 10 tactics, you’ll create a strong pitch that will stand out in a sea of bland, boilerplate press releases and greatly increase the chances that your story will end up in the headlines rather than the recycling bin.

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