Know Your Customer ’ s History
As you build rapport with your customers , find out what is important to them . What are their interests , struggles or aspirations ? What types of products do they buy ? Do they like a certain author or certain candle fragrance ? Don ’ t rapidly fire questions all at once . You want your customers to feel comfortable , not like they are being attacked .
Go the extra mile for your customers and they will remember you and come back to your store frequently
According to Ann Kardos from Logos Bookstore of Kent , OH , it takes time to get to know your customers . And to do that , she says conversations are key . “ Casual conversations in the store and even at the register build connections and friendships . Find out their needs and figure out — like a retail detective — what you can do to meet those needs ,” Ann explains . “ Go the extra mile for your customers and they will remember you and come back to your store frequently .”
Ann recalls noticing that two of her customers had similar tastes in authors and were close in age . When one of the gentlemen would ask her to order a book , she ’ d order two , setting aside the second for her other customer . One day both of the customers were in her store at the same time . Ann says she introduced them to each other , and after a good laugh , they became friends .
Send Customers Personalized Messages
Christmas and birthdays are a popular time to send customers a card . But what about a handwritten note in the mail just to tell your customers you appreciate them ? One year , Teresia Bruce of The Salt Cellar in Lawton , OK , pulled a list from Bookstore Manager of her top 25 customers and sent them a letter . To show her appreciation , she also included a $ 10 gift certificate to use on their next purchase in her store .
Resolve Customer Issues
If a customer has a complaint , often times all that the customer needs is for you to listen . Show empathy and apologize by accepting responsibility rather than placing blame . Remember the number one rule of retail : The customer is always right . If needed , ask questions for clarification and find a solution that will restore the customer relationship .
38 CRA today / www . christianretailassociation . org