I recently talked with an executive from a specialty store chain
who is worried about the economy's impact on his stores. Sales were off so he
contacted us to see what we might be able to do to help. I said I would shop
a few of his stores and follow-up with him.
After visiting four stores in three different markets it was clear
that indeed he has a problem - but not the one he thinks he has. The problem
I saw didn't have anything to do with an economic slowdown but it had a lot to
do with a customerfocus slowdown. In every store I visited
the staff was not very attentive to the customers and didn't seem that concerned
if the customer made a purchase or not.
While in the fourth store I heard my friend Donny's booming voice
in my head call out, "THE PROBLEM, PEOPLE, IS THAT YOU'RE CLERKING IT AND NOT
WORKING IT!" (I'm often grateful that people can't hear what sometimes goes
on inside my head.)
As I looked around I saw all the signs of a staff that was clerking
the customer, not working with customers. Since you're a regular reader of
The Weekly Retail ExperienceI'm hoping you don't lack the customer and
selling focus that this retailer did.
Just to be sure, here are the top ten signs you know you're
working with customers and not just clerking them. (I'm not going to bold
each one so please read them all.)
A customer rarely gets to
the counter to make a purchase without having already been engaged by you or
one of your teammates. Actually, very few customers even get to the counter
who aren't brought there by a staff member.
You enjoy greeting
and engaging customers when they come into your store.
You're not behind the
counter unless you're ringing a sale.
You naturally ask your
customers questions to see how they can best be served.
Unless the store is
extremely busy you know exactly which customers have been assisted by which
one of your colleagues.
Asking the customer if
they'd like to purchase what you're showing them has become second nature -
and if it hasn't yet it's your goal.
You already know what
product you're going to show the customer after you've finished showing the
current one.
You're disappointed when
your customer doesn't make a purchase but you never let them see it.
Customers seek you out when
they come into your store.
You're extremely focused on
providing a great experience to every customer who comes into your store.
You try to go above and
beyond for every single customer.
So let me ask,
are you working or clerking?
- Doug
About the author:
Doug Fleener is a veteran retailer with over 25
years of hands-on retail experience with world-class retailers including Bose
Corporation and The Sharper Image. He has also owned and operated his own
specialty stores. In his ten years at Bose, Doug grew the Retail Direct Group
from four to 100 stores and was instrumental in developing Bose’s unique and
engaging retail methods.
Doug is now president and managing partner of
Dynamic Experiences Group LLC, a Lexington, MA based retail and customer
experience consulting firm dedicated to helping retailers improve their customer
experiences that results in higher sales and profits.
Fleener is the author of the book The Profitable
Retailer: 56 surprisingly simple and effective lessons to boost your sales and
profits. He is a frequent speaker around the world on retail issues and his
insights has been covered in leading business media including The New York
Times, Entrepreneur, and Shopping Centers Today. Along with
partner Matt Norcia they write the popular retail blog Retail Contrarian.
Doug lives in Lexington, Massachusetts with his
wife and two daughters, where in his free time he barbecues while listening to
Jimmy Buffet music.
