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Sales Truths: It is Important to Treat Every Customer Equally

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WHY IT IS TRUE: Being totally honest with yourself, you will probably notice that you cannot treat every customer the same or give the same effort to everyone. This is because we have been wired to focus on the potential dollar amount of the sale, and what the customer can do for us. A well-dressed customer driving a BMW will have everyone’s complete attention when he walks through the door. However, when an elderly man or woman or teenager walks in the door, most of the staff act busy. Some walk away from the customer hoping another staff member will take care of them.

PLAN OF ACTION: Consider making a simple change. Adopt a creative standard to view every customer as a person. Hustle to greet every customer and give them a first rate experience regardless of what they’re looking for or what they buy. Set a goal to impact their life in a meaningful way and add value to their experience. In the long run these people will become not only good customers, they will become your greatest source of referrals. — David Richardson

This article originally appeared in the February 2015 edition of INSTORE.

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Maximize Every Sale with Wilkerson

When it’s time to run a sale, whether it’s a retirement, going-out-of-business, anniversary or “we’ve got too much merchandise” sale, let Wilkerson handle the details. The Diamond Galleria did just that when they selected Wilkerson to run its liquidation sale. According to Sharon, their CPA, it was the right choice. “We could have done a going-out-of-business sale ourselves and done 30 to 40 percent of what we actually sold with Wilkerson involved,” she says. Seeing the strategies that Wilkerson puts in place for every sale was something that convinced her they had made the right move. “I would highly recommend Wilkerson to anyone considering this type of sale.”

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Dave Richardson

Sales Truths: It is Important to Treat Every Customer Equally

mm

Published

on

WHY IT IS TRUE: Being totally honest with yourself, you will probably notice that you cannot treat every customer the same or give the same effort to everyone. This is because we have been wired to focus on the potential dollar amount of the sale, and what the customer can do for us. A well-dressed customer driving a BMW will have everyone’s complete attention when he walks through the door. However, when an elderly man or woman or teenager walks in the door, most of the staff act busy. Some walk away from the customer hoping another staff member will take care of them.

PLAN OF ACTION: Consider making a simple change. Adopt a creative standard to view every customer as a person. Hustle to greet every customer and give them a first rate experience regardless of what they’re looking for or what they buy. Set a goal to impact their life in a meaningful way and add value to their experience. In the long run these people will become not only good customers, they will become your greatest source of referrals. — David Richardson

This article originally appeared in the February 2015 edition of INSTORE.

Advertisement

Advertisement

SPONSORED VIDEO

Maximize Every Sale with Wilkerson

When it’s time to run a sale, whether it’s a retirement, going-out-of-business, anniversary or “we’ve got too much merchandise” sale, let Wilkerson handle the details. The Diamond Galleria did just that when they selected Wilkerson to run its liquidation sale. According to Sharon, their CPA, it was the right choice. “We could have done a going-out-of-business sale ourselves and done 30 to 40 percent of what we actually sold with Wilkerson involved,” she says. Seeing the strategies that Wilkerson puts in place for every sale was something that convinced her they had made the right move. “I would highly recommend Wilkerson to anyone considering this type of sale.”

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