Add 000’s To Your Bottom Line In Only A Second

June 1, 2012

Here’s a classic mistake that I see retailers repeating over and over.

Maybe this has even happened to you when you’ve been shopping.

You walk into a store and go  toward the assistant who happens to be with another shopper. You wait. Time passes and now it’s beginning to feel like an eternity. You fold and unfold your arms, shift from one foot to another, put your hands in and out of your pockets. The minutes pass.

Meanwhile, there has been zero effort to acknowledge your existence.

How are you feeling now? As more time passes, how do you feel?

Contrast this with the way you were feeling when you first walked in. Be honest. Tell it like it is. You were feeling pretty good when you first walked into the store but now you’re starting to feel pretty annoyed aren’t you? If you didn’t have to be there, you wouldn’t be there, right?

How do you feel about this business right now?  Will you keep waiting or will you leave? Will you come back? Voluntarily? Ever?

Here’s one approach I might take if I was speaking with a retailer who had this problem in their store. This is what I might say to them.

“Let me help you to understand what this means to you by asking you to try a short visualisation exercise .

Take a few long deep breaths, relax, close your eyes and imagine that you are looking at your register and your cash drawer opens. Look inside at all the notes. Can you see in your mind’s eye the 100’s, 50’s, the 20’s, all the notes? Good.

Now look closer. The notes are starting to move. How can this be?

Look closer still. A little white wing is beginning to grow on each side of every note.

The wings are getting bigger and now the notes are literally flying.

In your astonishment you realise that all of your register’s notes have now formed a flock near your ceiling.

They fly around your store in unison with you chasing to catch them with a net….to no avail.

Within seconds, all of your hard earned money is flying out of your front door, never to be seen again and you collapse helplessly to your knees”.

Not a pretty image is it?

Having people walk out of your store because they felt ignored is money flying out of your door. Not a happy image is it?

The solution to this issue and the way to keep your shoppers from leaving only takes a second and is another of the fundamentals of retailing.

Faced with the situation of having a customer(s) behind the one you are attending to, all you have to do is…..make eye contact.

It’s that easy. Look at them, give them a quick smile, nod your head, wink, tell them you won’t be long, whatever is appropriate but  just make sure they feel acknowledged.

Shoppers can tolerate having to wait because you’re busy but they hate being  ignored. Then you’ll have the opportunity to convert them to a customer and hopefully one day into a loyal fans.

Make sure that none of your shoppers ever feel ignored.

What are you waiting for?

 To your abundant success,

Leon Skaliotis – Founder, Retail Fundamentals.

Leon is an accomplished retail specialist in Melbourne, Australia, who  successfully coaches Melbourne retail owners on how to create highly profitable businesses by attracting shoppers and converting them into loyal fans.

To receive your free copy of “Retail Secrets Every Owner Should Know” click: www.retailfundamentals.com.au

You can contact Leon Skaliotis direct on (+61) 0425 83 3344  or email: info@retailfundamentals.com.au

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