Page 177 - Jan 2019 MM

Start a conversation
When the customer leads, it’s a dance. When you try
too hard to lead, it's manipulation, and really, who enjoys being manipulated? Let customers lead by asking for their opinion.
Comment cards don’t cut it anymore; you need to actually talk with customers. Engage them in conversation on the sales floor, at the cashwrap, during in-store events, and in exit interviews. Open-ended questions will get you the best information, so put our Big Question to work. Ask, “What ONE thing could we do to ________________?” You fill in the blank.
“What ONE thing could we do to improve your in-store experience?” or “What ONE service could we add to make it easier to shop here?” We guarantee you will hear constructive comments that may surprise you, and you’ll probably hear several variations on
the same theme. Asking questions will help you uncover what customers are thinking, and what they expect from a visit to your store.
Go deep
We host numerous customer focus groups each year
because they allow us to take a deep dive into the mind of the consumer. They will work for you, too. Host one in your store or off-site, serve refreshments, and have a list of questions ready to start the conversation. Keep an open mind no matter what you hear and don’t get defensive. Reward participants with $50 – $100 cash (or store gift card). Your meeting should last no longer than 90 minutes.
Identify your top 25 customers
Keep a running list of your top 25 customers’ snail mail
and email addresses and take it with you to every trade show and conference you attend. Drop them an email to share what you have found that you know they will love. Or visit the hotel gift shop and buy 25 postcards that represent the city or state you are in. In Las Vegas, for example, you might say, “I hit the jackpot of cool items to bring to the store!” Have fun; it’s the fact that it’s personal that matters.
Collect customer testimonials
A customer testimonial is 10 to 20 times more powerful
than what you have to say about yourself, so when a customer says something good about your store, write it down.
Testimonials are particularly effective because customers tend to believe what other customers have to say before they believe you – you’re supposed to say good things about your store. That “word of mouth” advertising is the number one reason
new customers come to your store. Give customers an opportunity to tell you how good you are, and then use their quotes (or videos you take with your smart phone) as part
of your marketing campaign. Don’t wait for someone to say something nice. ASK!
Create a Wall of Fame
Our friend Ralph ran a bait shop on the lake in St. Joe,
Mich., selling gasoline, food and souvenirs. It was set up like a casual restaurant, and Ralph did all sorts of crazy things to create a truly unique experience. It wasn’t uncommon to see people in business suits enjoying a hotdog and chips at
Ralph’s Place.
Ralph did two simple things that were brilliant: he sold t-shirts, and he hung a bulletin board in a prominent place in the bait shop. Ralph called it his Wall of Fame. If you bought a t-shirt and sent
a photo of yourself wearing it, you would receive a free hotdog
the next time you visited Ralph’s.
People sent them by the hundreds. That bulletin board was loaded with people wearing “Ralph’s Place, its hot!” t-shirts
in London, Paris, the Sydney Opera House, and from all over Michigan. Think about the impact of this simple program ... what could you do in your community, both in-store and online,
to extend your reach and engage with customers? > AmericasMart.com | 163
GENERAL GIFT/CHILDREN’S WORLD