Common Sense Creates Service Stars

So much of a great customer experience happens after the sale. And while many of these suggestions and techniques seem like just plain common sense, Doug Fleener of Dynamic Experiences Group tells us that they are not commonly practiced by most retail associates. In a recent BrainTrust column on RetailWire, Fleener advises that the superstar retail associate knows the importance of “after the sale” in terms of enhancing the customer experience and maximizing the sales opportunity. Here are some of his observations:

The first sale is not the sale. By suggesting additional products and services that are appropriate with the purchase, we provide a valuable customer service and help to achieve our own sales goals.

Celebrate the sale. Consumers often experience immediate buyers’ remorse. By probing for what the customer really needs, you can reinforce the customer decision and congratulate them while putting them at ease. A good buying experience is reason to celebrate and makes the experience fun and memorable.

Service the sale. Retailers offer a number of added services that support the sale and the customer. Too often, sales associate neglect to mention the availability of supporting products or services. Customers are easily disappointed, so it’s the sales associate’s job to ask the right questions to make sure all needs are met. We’ve all been there. It’s a bad feeling when the shopper gets home only to discover that they need batteries or cables to make the purchase work.

Finish the sale. All focus should remain on the customer until they leave the store. It’s easy to get distracted by the next customer or by other associates. The check out process is still a big part of the customer experience. Make it great by being fully attentive for the duration of the encounter.

Smile the sale. The combination of the unspoken smile and spoken thank you should never get old or outdated. These common courtesies are still some of the most powerful interactions in the customer experience.