By Neena Strichart
With what some consider a financial crisis on our hands, now is the time for small businesses to step up their efforts and set goals to achieve superior customer service as well as to tend to deferred maintenance.
I have noticed an increased amount of apathy and lack of enthusiasm by some local shop owners. Here is what I consider to be a short list of eight action items that should be included in a course called “Small Retail Ownership 101″ :
1. Smile and greet your customers. They don’t want you to hover, but they all appreciate being acknowledged and greeted. It makes them feel appreciated.
2. Keep regular hours. Don’t open late or close early. Shoppers and patrons want to be able to count on you. Also, try to keep your hours consistent. If you can, choose hours and stick to them. Example: Tues.— Fri. 9am—7pm, Sat. 10am—6pm.
NOT Tues.10—6, Wed. noon to 5, closed Thurs., Fri. 11—7. Your customers don’t want to have to memorize your elaborately detailed and ever-changing schedule. If you want their business, make it easy for them. If you don’t, your competitors will.
3. Go that extra mile to meet your customers’ needs. If you don’t have what they are looking for, can you order it? Can you recommend where they can find it?
4. Offer features and benefits that your competitors don’t, and I don’t necessarily mean cheaper prices. Do you gift-wrap, ship, deliver, or offer any other services? If parking is scarce, can your clients order from you by phone, online, by fax?
5. Know your customers’ needs. What do they want? What don’t they want? Call them when you receive items you know they will enjoy.
6. Is your shop clean? Inside and out? Are your shelves dusted, carpets clean and swept, light bulbs changed? How’s your outside street and landscaping? Keep your sidewalk swept, windows washed and your weeds pulled. Unkempt frontage (or backdoor entrances) will discourage business before folks even get out of their cars. Keeping your shop neat and tidy is just as important as offering superior customer service.
7. Does your business look open? Are the lights on? Do you have an “open” sign? Too much reflective film, dark drapes or heavy shutters give the appearance of a store that is closed for business. Open it up— look ready for business.
8. Give your place of business the sniff test, or ask a friend to do it for you. Watch out for heavy perfumed candles or sprays. Strong “pleasant” scents can be as big a turn-off for some as cigarette smoke, onions or garbage.
The bottom line here is to do everything you can to encourage folks to shop with you, dine with you or use your services.
This is no time to relax and just wait for folks to show up. Business owners need to do everything they can to attract clients. Be a magnet and the customer will be drawn to you.
