When did you last get a phone call from a retail store? Was it in the last week? In the last month? Since the beginning of the year?
No, I didn’t think so. Yet, times are supposed to be a lot tougher than they were 12 months ago. So, why is it that less than one in a thousand people working in retail stores even think to phone up a past customer?
Now, for a retailer running an ‘everything under $5s’ shop it’s not going to be cost effective, but if the bulk of their stock sells for more than $50 why wouldn’t they and their team take it in turns to phone 5 customers?
“But, people don’t like getting cold calls”, we hear them say. It’s not a cold call. The reason the store has their number is because they are a past customer. That makes it a warm call. And they are not phoning up to sell to them (that’s right, the purpose of the call is to stimulate increased business but not by selling. I will explain in a minute). They are doing what all good friends do, they are keeping in touch.
What could they phone the customer about if it’s not to sell to them?
That’s a good question, and it’s one that should be being discussed in a pre-work breakfast meeting at stores in every city and every small town. The retail team should be able to come up with some reasons. Here are two examples –
- The guarantee on the customer’s ‘duvalakey’ runs out in less than 2 months. The store phones just to check that everything is OK and to remind them that in the unlikely event that they are having any problems, now is the time to act on their concerns. That will blow the customer’s mind! It’s a great opportunity to gather positive testimonials about the product and help make the store become their first choice for future purchases.
- To tell them that a great new cafe has just opened up three doors down from their store. If they are going to be in the area pop into the store, mention this phone call and you’ll receive a voucher for a complimentary coffee. ‘No, you don’t have to buy anything when you pop in. It’s just our way of introducing you to a new neighbour and thanking you for your past custom. Just pop in anytime between now and the end of the month.’ Will they buy from this retailer when they pop in to get their coffee voucher? 9 out of 10 will, it’s the Law of Reciprocity’ in action. Even if they don’t take up the opportunity, the fact that the retailer has made a ‘no strings attached’ offer will remind them of how smart they are to have chosen to shop there in the past.
This is a bit different to having another 20%, 30%, 50% off SALE like every other retailer in every other shopping strip and shopping centre in every other town. But it takes a bit of effort and it means doing something different from everyone else. Doing something different, that’s a novel idea, somebody ought to try it!
‘But what if I don’t have customer contact details?’ asks a retailer. Start collecting them NOW. In business today, as in yesteryear, it isn’t just what you know, it’s who you know. A data base is almost as important for retailers as it is for professional services and people in B2B. The difference is the retailer doing this will be one of the few using the information to keep in touch on a personal ‘me to you’ basis.
As mentioned earlier, people don’t like sales calls, so retailers working the phones are best doing so as a way of showing customers that they care. This will be rewarded. Certainly, the phone can be used to invite customers to special events, new season product launches, advance notice of sales before the public. That will make them feel special.
There are literally hundreds of thousands of stores slashing their margins and selling at 50% off – to the customer that’s now the norm. There are very few stores taking the time and intentionally making the effort to make people feel special, that’s the exception!
Go on, dear retailer, get your team to work picking up the phone. If need be, get some prepaid cards for their mobiles and they can slip out the back when the store is quiet and make some calls.
Get them to keep a list of who they’ve called, how often they left a clear positive message versus actually spoke to people – be prepared, have a script ready and get them to practice first so their message sounds natural. Also record the number of unanswered calls. That way you can crunch the numbers and assess what effect it has on store traffic and sales.
Make the most of every moment.
Jurek Leon is a speaker, trainer and author of ‘Terrific Telephone Techniques - The ultimate guide to excellent service over the phone’. To subscribe to Jurek's FREE monthly email newsletter go to the Free Articles section of his website www.terrifictrading.com and type in your name and email address. It’s simple and easy. Alternatively, email Jurek at info@terrifictrading.com.
In tough times, getting an edge may be as simple as marketing through non-traditional channels.
Peter Rogers
www.ShoppingScience.com.au
Posted by: Peter Rogers | March 13, 2009 at 04:18 PM