Risk & Business Magazine Cain Insurance Risk & Business Magazine Summer | Page 12

WAYS BUSINESSES LOSE SALES BY: GRANT CARDONE BEST-SELLING AUTHOR / SPEAKER 5 2 Ways A Business Loses Sales 017 went down as the year retailers went bankrupt. Toys R Us, Abercrombie & Fitch, American Apparel, RadioShack, Payless, and hhgregg are just a few of the names going under. The retail bloodbath is going to continue. It doesn’t necessarily need to continue, but it will because these businesses refuse to learn to sell. Here are five typical ways retailers everywhere are losing easy sales: LOST SALE #1: The salesperson is rude or condescending—42 percent of customers will go elsewhere over a rude staff. I’m not just talking about salespeople, everyone in an organization has the potential to have 12 contact with customers and be rude and condescending. Someone comes to the showroom and people don’t even tell him hi. If you come to my office in Miami my staff will greet you. If any of my staff didn’t greet you they’d be fired on the spot. Can you imagine going to a party, walking in and nobody even acknowledges that you’re there? That would be rude. A lot of people don’t realize they are condescending —maybe because there’s no awareness of their obligation to provide customer service. You know what condescending is, right? “Sir, the number is on the website” “It says it right there in the contract” “Did you download it? It’s right there” “The warranty is in your glove box” Really you’re just saying, “You’re stupid”. You can’t afford to lose customers over rudeness and condescending attitudes. Rude and condescending communication should never be allowed. Have zero tolerance for it. Also have a commitment for no negativity in the office. Your culture should have no negativity, no gossip, and no criticizing of customers. Where there is no demand, there is no value. When customers want something from you, there is a way to exchange value with them. Complaints and problems are opportunities. If the customer is ridiculous, even impossible, still try and make it happen. That’s when you start