WHY IT’S TRUE
A customer leaves having engaged with a staff member but purchased nothing.
PLAN OF ACTION
To get in touch with the feelings of a customer, ask your sales staff to do this: Visit the one store they absolutely hate (non-restaurant or jewelry) and make note of three factors contributing to that. Visit a store they absolutely love and make note of three specific factors that encourage them to want to return to that store over and over again. Share these results during a store meeting, and then have them in groups of two, slowly walk the interior and exterior of your store carefully noting three customer turn-ons and three turnoffs. All of a sudden, fingerprints on the counter or small pieces of lint on the floor will become magnified, and the appearance of your store will dramatically change.