December is an important month for sales and merchants know it. All kinds of shops, fairs, commercial premises and retail businesses in general are preparing to receive the thousands of consumers who go in search of gifts for these dates. However, are we taking advantage to build customer loyalty? Are we interested in building long-term relationships or are we only interested in selling?
It seems like an easy question, and the truth is. There are small things that merchants and fairgrounds can do, small things that will bring great results. Let me put it another way. Why do your children love you? Your children do not love you because you have money or simply because you are their father, they love you for who you are and for those moments you live and share with them. Surely you play, laugh and show them how much you care and they perceive that, often also because we give them pleasure in those things that generate satisfaction, or simply because of that hug, that I love you or that demonstration of affection.
In trade it is the same. If when a customer enters your store and you make yourself look bored, tired, indifferent or unempathetic, chances are they will not buy from you. Would you buy from a person who shows no interest?
These days in Chile I have had to experience – as a customer – and hear in a store where I approach to consult for a product, the expression “What you see, is what there is”. Obviously, before that, I only have to say thank you and go on long. In the same way I experienced in some stores the lack of cordiality and empathy, the lack of commitment and interest. I immediately asked myself: Aren’t you interested in your business? Don’t they realize they’re killing him?
I invite you to do, think and act in the following way. Every time a customer enters your store or store they think you are risking your life with them. Look him in the eye, smile at him, be cordial and empathetic, offer help, be reluctant to attend to him and to make the money that is in that person’s pocket, pass to yours. Listen to what you are looking for and investigate the reasons and benefits behind it.
What if what you ask me I don’t have? You can offer substitute products, or better yet, ask for the phone and tell him that, if you get it, he will call you, or that he will keep you informed of the products that come to you. Of course, do not commit to something that you will not be able to fulfill.
Build your database and take advantage of technology to manage WhatsApp with them and remember; Customers will remember who made the difference, they will remember the moment and the experience they lived with you.
Follow us on
The content expressed in this opinion column is the sole responsibility of its author, and does not necessarily reflect the editorial line or position of El Mostrador.
