ome Center erchant

BILL FISHMAN

Bill Fishman & Atfiliates

11650lberia Place Diego, Ca, 92128

frr usrouFlR service! More has been V said about cuslomer service during the past 12 months than in the entire previous history of the home center industry.

Writers and platform speakers continue to advise retailers to increase their service levels if they hope to maintain or increase their customer base. These advisers, however. are hard pressed to come up with answers when retailers ask whal spec'ilit' services they could offer and how to cover the cost and still remain competitive.

ilere are a lew things a retailer can do to enhance his perceived service levels:

TRANST.'ORM

NEGATIVE SIGNIN(; INTO CUSTOM ER I]EN F-I;ITS

Current lletter

"No credit unless ."

"Charge it: We'll be happy to extend credit. Here's all we ask ."

Current

"No exchanges or relurns without a receipt"

Better

"Satisfaction (; uaranleed! No hassle return policy. Just return your purchasc in the original carton with your sales receipt"

Current lletter

"No deliveries except ."

"l)elivery can be arranged for all purchases over $75. The following is our deliverypolicy:..."

R l:-t:l)LJCATI-. SALES PhRSONNEL

It's difl'icult but management must teach store personnel who face customers daily to not nickel and dime a cus- tomer or bury him in paper and lose him [orever. l'rank Meeks, the young l)omino Pizza franchiser from Washington. told us from the stage at the llome Center Show that he finds it difTicult to convince his drivers not to argue with customers who demand $3 off their cost claiming the driver arrived just beyond the J0 minute guarantee. Lose the $3 and gain a lifetime customer he preaches.

ACKNOwLtTI)CE!

One minute of waiting time seems like l5 minutes to a customer who is ignored. Let him know that you know he's there and that he is next and his patience quota greatly expands.

FOLLOW-I.J P PHONF, ('ALL

Show your big ticket purchasers that you care. Have someone from your operation place a phone call asking, "How is the purchase performing?"

CUTTING SERVICES

Ofler cutting services. lt's OK to charge just make the service available.

SPECIAL ORI)ERS

Keep your supplier catalogs handy. Take the time to place special orders for your customers. (iet the full margin and take a helty deposit.

INSTALLATION SERVICES

There's a big market out there who don't want to do it themselves. Make (l'lcust'turn Io ltugc 22)

[,ut'h month jbr ncarl-v so\'n .v.'urs, thc populor Operatinx Opportunities column w'rillen b! ]lall.v L.vnch has appeorcd on this pagc. Bul clrunge lrus ilterul the an'nu. |lally is phasinx oul tlre uilunrn but has pnnnisul to write arliclt's on various topit's ./br us in .liuurr issues. While wa'll rtllss /ris monthly wivlom, we know our rcaders slrure our pleusura that he'll t'onlinuc ott us e untributing ulilor -cditor'

WALLY LYNCH

LAT's l O4th Gonvention In Corpus Christi

The Lumbermen's Association ol'Texas will hold its l04th annual convention on the (iulf ('oast at ('orpus ('hristi, April l9-2 |

('harting a new course for 1990, the meeting at the llayf'ront Plaza ('onvention ('enter will follow a nautical theme. Because ol' the host city's reputation as a sunlmer playground, the llrst day will be devoted to play. (iolf, tennis and lishing tournaments as well as tours ol' local attractions are planned.

I)r. Mike Skinner will return to speak on "l)avid vs. (ioliath-Flow To C'ompete Successfully Against The Big Boys. " This session is scheduled lbr SaturdaY, APril 21. Morc than 150 contpanies will be cxhibiting hundreds ol' products ilnd scrvices at this show which has earned the reputation ol' being the largest single state tradeshow in the Ll.S. lbr retail building materials.

Meetings for both directors and the general membershiP will be held. ln addition, a reception and dinner is slated lbr directors and new members.

('oncluding event will be a President's banquet preceded bY a president's reception. n casino jazz cruise party will wind uP the evening's activities.

Bulldlng Productr Dlgcrt

Homc Center Mcrchant lConttnued from pa$ 20)

('tJ:iTOMllR Al)VISORY l()ARl)!;

Organizc a consumer pancl to kccp your linger <ln thc pulsc ol'thc ntlrkctplacc. Watch how lirst thc wortl spreitds th{t "you cilrcl"

('l.lNl('S ANI) l)l:MONS'l'RAl'IONS

Rctuiling is show busincss. l:ntcrlitin and scll by providing, do-it-yoursell' inlirrnration with clinics in thc cvcning and dcnronslrttions on thc l)rtor during peak sclling timcs.

W1:1.('OM

Ll

Nl:l(;Ill|OR I'ROMOI IONS

Rctain thc scrvicc rll' Wclcontc Wag,on or onc ol'thc other scrvicc organizlttions that grcct ncw nrovc-ins. OII'cr a lice prentiunt l<tr thc lrrst tinrc sholrper. lltr ('OtlRl'l:Otl:;

Just be ing "nicc pc<lplc" citn pul you ahcad ol' your compctition. Sl'ORl: llotlR:i

It's simple. ll'they're working while you are opcn and ytlu'rc closed when thcy havc tintc ltt shop, thcy shop clsewhere.

Therc lre other services that sonre customers consider important: descriptive signing, clean rest rooms, take home litcrature, video tape lending library. tying materials, rcd llags. liee carlop carriers. anrple floor hclp. Some of thcsc add expenses, but most havc little cost. Managenrcnt has only to ntake cvcryone aware ol their commilment.