Needing some craft supplies, I stopped at a local craft store (name withheld but 2 words, one beginning with H one with L and both end in Y). Arriving at the checkout, the cashier welcomes me and is trying to ask me some questions. Enter a manager of some sort who is asking why the other associate is not up front. Thinking her walkie isn’t working, he has the cashier call for her. Cashier attempts to ask me a question again and associate walks up, behind the cashier. Manager is standing next to me. And it starts. A loud conversation while he complains about her and her walkie. I can’t hear the cashier, and why oh why am I dealing with this? I ask if they can move the conversation to another part of the store and I get stared at by the manager until I go to leave and then he approaches me sarcastically.
We seem to forget that I / you/ we are the customer. We have the ultimate say as to where to spend our money. With that money, we expect a little appreciation, some recognition, and an interest in us. We do not expect to have to listen to your store problems, your employee issues, or if you do/not feel like working today.
We work so hard to get customers…and we often forget…they are right in front of us. They are our box office walkups, our single game people who approach us in the concourse, our fans at bars, in homes, on the street, our memberships, our group leaders, our Premium sales, our youth teams, our business owners. They are around us all the time. All we have to do is treat them with some respect and appreciation.
Whether we are in sales or in retention, how do we remember our customer?
- Keep the personal touch in sales and retention. Ask about the family. Ask about something you talked about before. Send a card. Use your CRM smartly.
- Know what our customer wants...attention, promptness, dependability and an “I can help you” attitude. They want to know they can trust us to help them.
- Turn “I don’t know’s” into “I don’t know but I will find out.” Nothing is worse than not taking accountability and leaving someone dangling.
- Turn frustration into “Let me help you.” 4 magic words.
- Write a hand written note to them. Nothing says “I care” than the time taken to write a note.
- In keeping great CRM notes, remember special occasions of our customers. From birthdays to their kids games, commenting or a note goes such a long way.
- If they are not a customer yet, treat them as if they are a valued customer. You never know what day they just may become your customer.
- In the concourse, keep conversation around the event, client’s satisfaction, and engaging conversation. Leave the complaints/sarcasm/wish-you-were-anywhere-but-there attitude at home.
- If you work the box office window, this is one of the most crucial positions in the entertainment industry. Treat every person at the window as a premium member. That first impression can make or break the entire attitude toward the organization.
- Remember our customers/future customers come in all shapes, sizes, and monetary values. Don’t prejudge. Respect them all. A small package is every bit as valued to me as a premium package. My attitude, facial expressions, and appreciation should not change.
- Don’t promise the moon. Deliver the universe.
We work long hours trying to ‘get’ customers. We use buzz words, promises, and throw around benefits. How about appreciation, genuine interest, and a personal touch? How about selling for the long term instead of the short sale? How about not sending our prospects to sales hell once they buy?
We look for customers. They are all around us. All we have to do is appreciate them, and they will be back. How do you remember YOUR customers?
Kathy Burrows, Sold Out Seating
For Tier 3 training for sales reps, contact: kathy@soldoutseatingcom
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