Whose fault is it that you don’t buy from a particular store?

Who needs to take responsibility for you not buying?

I want to tell you about an experience that I had this past week in a Staples store. I went into to get some information about a tablet computer. The person I needed to talk to was paged. As soon as he approached me I remembered him. Why did I remember him? It is because the last time I was in the store he treated me like I was an interruption. So with high hopes we went off to the tablet computer area. As I started to ask him a few questions I could see that he had not changed at all. It was if he knew everything and did not want to share any of his knowledge to help me buy. After a couple minutes of this I politely left the store.

What did I do regarding the tablet computer? I went on line to The Source and ordered it. The detailed explanation of the product on their web-site gave me all the information I wanted and I did not have to put up with a rude twit.

I tell you this story so that as an owner or an employee you realize the impact you can have on whether people buy from your store or not.

What can you do today to help prospective clients buy from your store?

Isn’t it amazing what we hear from others?

That is, if we really listen.

My friend Rod met with his regular doctor the other day. He received all the good news. He told me that while he chatted with his doctor she asked him if he knew how many young men he had mentored. This led to the comment about the many times that we do not know the impact that we have on others’ lives. Rod concluded by telling me that his doctor finishes every lecture that she gives to new medical school students with this quote, “Keep your eye on the patients; and they will grant you a front row seat on their lives.”

What does this have to do with you?

Why don’t you change the quotation to read, “Keep your eyes on your clients; and they will grant you a front row seat on their lives?”

How much information do you give to your prospective client’s?

I believe that less is better.

Let me tell you why. If you find that you are giving your prospects a lot of information it is because you have not qualified them or understand what their needs or wants are.

The more information you give them, the more you will find that they get mind-overload. That is where they have all this information and are having difficulty in making a decision.

Our responsibility as sales/marketers is to understand our prospective clients and then give them what they want. Once you grasp this concept you will find that you are a better buyers’ assistant.

Wouldn't this be great?

Do you have a competitor that does a better job than you do?

If you said ‘no’ your work is just beginning.

I say that because if there is no one that is doing a better job that you do now, why would you sit back and wait for that competitor to start?

Why don’t you figure out how to improve your business so you can be more cost effective, more customer focused and more progressive?

If you are saying that it isn’t possible, think about the following businesses that are history. Think about Compaq Computer (1982 to 2002), Eastern Airlines (1920’s to 1991). If these large businesses could go down, you can too.

Now is the time to take action, isn’t it?

Does anyone really know staff indifference can impact your business?

In mid-December I purchased a particular unit for my entertainment system. This purchase unfortunately caused me to make 4 trips back to the store.

On the third trip the store manager decided that he would exchange the equipment I purchased as there had to be a problem with the one I had. The box he gave me looked like it had been opened before, but I never questioned it. I got home to find out that my original thoughts were right as the batteries were still in the remote device. I immediately package the equipment up and took it back to the store.

When I walked in the store manager was a little surprised to see me as it had only been about 30 minutes from the last visit. I told him that I didn’t appreciate getting a used machine. He never apologized and then asked if I wanted another machine. I said “No, just give me my money back.”

Why do I write about this? It became obvious to me that this manager was indifferent to my concerns. He was only interested in getting me out of the store.

So what does indifference cost?

I will never return to this national store again. I will go to other businesses that are willing to help me and I will gladly pay them.

How can you remove any indifference attitude from your business?

Do you really think you are being a service to your customers?

This past weekend I went to a local jewelry store to buy a battery for my watch.

This should have been no problem. Well think again.

As I pulled up in front of the store it appeared to be open, so I got out of the car and walked to the front door. When I looked at the front door there it was – a small piece of paper stating ‘We’ll be back in 15 minutes’.

Having an unique sense of humor I smiled. I smiled because of a number of questions came to my mind;

• When did they leave the store?
• When will they be back?
• Do they think I am going to wait for an indeterminate amount of time?

I bring this example up because this type of incident has happened many times to all of us. The owner or the person working that day has failed to think about the customer. Their needs came first.

How can you create a more customer focused approach to your business? (If you think you are perfect right now, think again.)