DIY Trade News October 2013
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opinion
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77
from page 75
How will your frontline team answer
this question? Picture them, will
they say:
bit and three staff were talking either side of the
• To ensure the customers buy all they want and
he made no attempt to focus on me, the customer.
need.
• To process the transaction accurately and
efficiently.
• To ensure the customer gets a good deal.
counter. As I walked up there was one of them who
must have seen me out the corner of his eye but
So, I stood close by so that they felt my presence
You might notice
your products make sure your
customers do too!
and looked up. The person closest asked if he
could help.
I told him I was having trouble finding a small
• To get them out the store as quickly as
bag of potting mix. He walked towards the large
possible so that I can get on with the
bags and said, “Well these 30 kilo bags are the
paperwork, stocking the shelves or whatever
cheapest.” I reminded him I’d asked for a small
tasks the boss has given me.
bag and explained why. He then wandered over
• To serve them quickly so that I can attend to
other customers.
to the shelving where I’d already looked and didn’t
have any more success than I’d had. After what
While some of these answers are better than
seemed like ages (probably two or three minutes)
others, they won’t set you apart from the big
he said, “I’m not sure,” and flagged down a senior
retailers dominating most markets or help you
staff member who was passing nearby and asked
compete effectively with internet shopping.
his advice.
Here’s the answer I would like to see: To get the
customers to come back.
In the end, I had to settle for a compromise
product – potting mix for azaleas – without being
It’s the Boomerang Principle. The question
sure whether this would be right for my mother’s
we should be continually asking ourselves and
requirements. I waited a second to see if the staff
discussing with our colleagues is, “Do you think
member would pick it up and take it to the counter.
that customer will come back?” And if you can’t
He didn’t, but he did walk me to the counter before
answer that question, why is that? Were you just
moving on and leaving me with the cashier. The
going through the motions?
cashier smiled and said hello as he processed my
You process the transaction, not the customer;
you need to connect with each customer. To
purchase. He then handed me my receipt.
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