Sales and marketing: the first impression counts
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| When entering a butcher shop or meat specialty store, the first impression effectively conveyed by the overall atmosphere is a key experience in how consumers classify that retail location in terms of quality and value perceived. | |||
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| That statement refers to the store’s general design and makeup as well as to the counter and the meat sausage specialties displayed in it and, last but not least, to the sales people as well. The more delicate and elegant the overall picture, as formed in the customer’s mind, the higher the value attributed to the perception and acceptance as regards the price:benefit ratio. It is at this point that the personal signature of a respective business and/or its owners/mangers can be turned into real life practice. | |||
| Good service goes 75% of the way. | |||
| Just how much shoppers purchase, and how often they come back, is lastly determined by the store’s sales and service personnel. Extremely competent, friendly and polite servicing “tips the scales”. Appearance, conduct, friendliness and competent consulting are key to the above statement. It goes without saying that conduct at retail is coupled to both, appearance and outfit. As such, uniform clothing promotes recognition (CI, corporate identity) and the building of confidence. So a neat personal impression and a decent makeup must go hand in hand with a retail store’s overall appearance and the way it conducts its business. | |||
| One highly critical point in this context is the need to address shoppers in the proper way and manner. While a natural smile is not a given for everyone, it is a trait that can be trained – and it is key to the initial eye contact which, in turn, signalizes the attention a customer deserves. Full personal dedication while serving a customer, coupled with an inner calmness and factually sure, sovereign control of the situation at hand, is what really amounts to the true art of selling. In which connection the ability to communicate on the same level is key to creating sympathy and agreement in the mutual trains of thought. | |||
| Tips, hints and advice about preparing product specialties are always well-received when not conveyed in a tutorial style. Subtle formulations like “as you know”, or “you already know from own experience that ...”; and sales persons’ own experiences that can be related with particularly personal emphasis, always work well, too. | |||
| What is always positively received, particularly in specialty stores, are recommendations regarding new product specialties. | |||
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| And why not offer taste samples if the occasion is right. Additional information about side dishes (salads, etc.) and tips on preparation work well – and the same goes for something to drink, too. | |||
| What also belongs to a feel-well atmosphere is that all senses are positively addressed. Apart from visual appearance (the eye joins in the eating pleasure), the senses of smell and hearing must also be involved. So make sure that the right scents are spread when the time is right. | |||
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| Something similar can easily be repeated with skillet dishes or meat roasts. Some background music to fit the occasion is also worth considering. Clean, correct and readily legible price tags facilitate competent retail consulting, when the most essential point in arguments relative to the respective products are listed on the reverse (only for the sales counter persons to read, of course). Addressing shoppers personally, by name, should be selfunderstood (memory training) and serves to underscore the difference between a specialty store and a supermarket (“class rather than mass”). | |||
| Facet: | |||
| Sales persons’ qualification is the key determinant in how customer servicing proceeds. An ongoing positive development of the individuals’ personality, their outfit, their charisma, but also their factual and field-specific education are decisive factors in forming the overall image of the retail store and the impression it delivers. Attending pertinent training seminars is helpful and true to the purpose. But then, personal leadership as provided by Mr. or Mrs. Store-owner/manager (model to follow) impact the above store quality characteristics in a positive as well as a negative sense. | |||
| And last, but not least: | |||
| A friendly, natural smile will always be helpful. It not only makes the smiling person “more beautiful” but more pleasant and agreeable as well! | |||
| And lastly, such miraculous words of courtesy like “please”, “thank you kindly”, or “sorry” will always be well received. | |||
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