Think back to the last time you walked into a chain store and observed the employees. Did you notice any passion in their faces? Did you see any motivation to help shoppers find items or buy products? You probably noticed employees who were dragging their feet, looking at their watches, or standing around talking to each other while doing their best to ignore everyone else. These things have a severe impact on customer service.
The big-box retailers have attracted a fair share of derision for the way they treat their workers. And rightly so. Specialty merchants understand the value that a dedicated employee can offer to shoppers if he or she is given the opportunity. In fact, customer service is one of the key areas in which small shop owners can differentiate themselves from the megastores.
Below, I'll explain how attracting and keeping the right employees can play a significant role in your store's success. I'll also describe a few ways in which you and your staff can provide a better customer service experience than the mass merchandisers.
Attracting And Keeping The Best
The reason passionate employees are so important to a retail store's success is because they create a dynamic that brings shoppers back. Sometimes, it's their intense level of product knowledge. Other times, it's a simple willingness to do everything possible to make sure each person coming through the door gets what he or she needs.
This doesn't happen by itself. Independent shop owners must give their staff the authority and freedom to handle their responsibilities. They should establish goals and observe whether those goals are met. They should be willing to offer guidance and coaching if an employee fails to meet their goals. By encouraging their performance, they can provide a much higher level of service.
Increase Their Product Knowledge
Invest the necessary time to train your staff about your store's products. They must be able to do more than merely parrot product specifications. They should have an intimate understanding regarding how the items in your shop can solve customers' problems. Developing this type of intense product knowledge carries a cost, both in time and effort. But, that is why customers will choose your shop rather than the big box retailer down the street.
Give Your Staff Room To Operate
Every shopper who walks through your doors is different in the way they consider products to buy. Some want a pamphlet they can read at their leisure. Others want an employee nearby who can respond knowledgeably to questions. A lot of business owners micromanage their staff which can destroy their motivation. Train them well in customer service and empower them with the autonomy they need to be effective on the floor. They'll notice the unspoken cues that suggest a shopper wants help.
Get Your Staff Involved
When you give your employees the tools they need in order to do their job well, they become problem-solvers. That's when your shop's customer service level rises far above the level provided by the megastores. When your staff is armed with advanced product knowledge and the independence to help your store's customers in a manner that seems appropriate to them, they become engaged. They take ownership in making sure each person has a satisfying experience in your shop.
Your employees are an invaluable asset to your independent retail shop. As long as they have the tools (product knowledge, authority, and autonomy), they'll want to get involved. If you let them, they'll provide a customer service experience that cannot be matched by the chain stores and giant retailers. That's how a passionate staff can give your specialty store an edge.
About the Author:
G.A. Wright specializes in high-impact store closing sales that produce big increases in sales volume and attract big audiences. Check out their website for more information: http://www.GAWrightSales.com
