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ATOp cusromer .on""r;',",..biilg..,i1'...ii....ii.''ip#ffi:i:s{rgregy for your response. rf .CLan important part of the "leVelii,,,t::..,.,t,.$b.U*..,.,*tr,ategy includes guaranteed playing field" we try to establistr with.:i:i:,,ii,i,,priding;..,.f0t.'.'fnprance, your response our competition. Leveling the freld ini i.;.:i."":,mighft'be'.:to.iiitellij,.them you guaranree a cori+i ::ii: tgi$.tiprici,,.aud;;if;.ihey buy it and subse- areas such as price, selection and cori+,, t:ii: tgi$;ip venient hours allows us to focus oU. '..i:i queht less tansible issues such as llservice."::':: i.:i:i will.r r as price, con.r: i:i:: fair:.prxi0e audlif;,ihey venient hours us ....11 quehtiyl:'n*di:t:it.:::Ctbaper elsewhere you less tangible issues Liservice.",.,... i.iii *ill: refund:iiffier difference. This type If your price image::::l$;ltn$t:l::rlght iU,, ,,.;,; Of ,tesponsg.ffigS:a lot of pressure off Ir image,i#t$-+igli m,, ,il ofit'pilE,;H*eilfi"i'o?pr"rsur" shoppers' minds, you're,,,opcra$ing at.a, :.::: eu$tomersr,,,a[luwlng them to buy withdisadvantage that will 6ei,.Aif*CUt - if. .:::.:. $ut:the naffiOl,fear of overpaying. not impossible - to oveib,o_me',,,,;,VgU. :i::ij. i.:it:i jlf thffll..:fitV€ seen ir lower at a comneed at the very least an ev6h.:.Uij:i$$$r.,.,,,;;,,,,,,,,,$etiCIi;,iOt,:.E6ught it for less recently, tral price image in the customer'S"ejt€i:':';,:,:,,i:,;,:,,,,:11rg,y's,On to Essential Behavior #2.

Essential Behavior #4 If the custonxer appears disgruntled, explain pricing issues.

Explain your pricing policy. Ifyou guarantee your prices, let the customer know that. If you spend time shopping your competition, let them know that. Telling them how many SKUs you stock and how sometimes an item slips through the cracks will dilute their anger. At this point you can diffuse anger further by telling them again how important their observation is to your pricing efforts.

Successful retailers use medi:g,] ll'1,; ':'i:; ,:::i:: advertising, in-store signing, word of, mouth and many other ways to gel their good price message out to customers. whatever your pricing strategy, it must be consistently applied.

Many employ pricing to enhance margins, placing certain blind or slow-

Story at a Glance

How complaints can enhance rather than destroy your price image.

Essential Behavior #5 If the difference is substantial, explain your embanassment.

If your price is considerably higher than the market price, you should be embarrassed. Let the customer know that you are. Using the word "embarrassed" adds an emotional touch that the customer can understand. Everyone has been embarrassed and usually empathizes with someone who is.

Essential Behavior #2

Thank the er moving items somewhat higher than the lowest market price. Sometimes you are knowingly higher priced. Additionally, considering the speed customer for pointing out the "overwith which today's players are able to priced" item. respond to market fluctuation, new When someone brings any problem products and technology, it is impossi- to your attention, the first thing they ble to be completely aware at all times expect is a defensive reaction. Thankof the competition's prices. ing them for pointing out your "error"

As a result, it is essential to arm eliminates much of the anger or disapcustomer service team members with pointment the customer may be feelresponses to objections that enhance ing. Let them know that you apprecirather than destroy your price image. ate their help in keeping your prices in

Essential Behavior #l Ask if the fin: customer comments can be an customer has seen ,nrit"* ,iirra indispensable part of your pricing lowerelsewhere. r '---' eftort. Telling them so will leave a

This may seem elementary, but if distinctly positive impression' Supyou survey you. p"opl"--;;"y""; p-lement your thanks by taking a else's, for rhat matter - nou'ii fini;hi; moment to write down the item and to be a quesrion that iJ ;i;;J;;; T"- competitor's price' Even if vou asked. When a cusro;; r"ll;;; don't intend to lower your everyday your price is too high, ;,.",,',h;; ffi Price on the item, this action legititrintlt is too high. By ;;;;11;it imizes vour concern to the customer. lowering your price in this instance

Essential Behavior #3 Say, "l will you give margin dollars away unnec- matchthatpriceforyou." essarily. If it is an item they rarely If their information seems reasonshop for, or if they have not bought able or you are able to verify the comthe item for some time and inflation petition's price, you must match it. has driven the price up, they may have Failing to match it will create irreparaexpected to pay less. If you provide a ble damage, leaving customers to plausible explanation, they usually guess what you will do and allowing will be willing to pay your price. bad feelings to build. Using the words

If your customer has not seen the "I" and "you" adds a human touch. You item lower elsewhere, dig into your are personally taking care of them.

You also must make the customer feel that you will take immediate action (remember you are in damage control mode now). If vou can. and so desire, re-price the stock immediately. Change the price in your computer system if possible before the customer arrives at the checkout. Taking immediate action will cement in the customer's mind that you truly wish to offer fair pricing.

Essential Behavior #6 Thank the customer again to reffirm your commitment to fair pricing.

It is important at this point to thank the customer again, so they understand their importance to you. The customer must leave with a positive impression of your price image. Tell them you want to offer fair pricing (as opposed to the lowest price) to avoid setting yourself up for failure to the customer. "Fair" is another word that people can empathize with.

Arming your customer service team with tried and true responses to negative situations helps to take the potentially destructive event of being priced wrong and turn it into a meaningful interaction your customers will want to tell others about.

- Pat Farr has spent 20 years in retail, the last 17 with one of America's largest independent home improvment centers. A member of the Home Center Institute's Training Advisory Council, Western Building Materials Training Board and the Eugene, Or., city council, he conducts seminars, training sessions and other presentations for retailers.

MERICANS' love of decks is a key reason why low voltage outcontinue to door lighting systems grow in popularity.

"Millions of homeowners use low voltage outdoor lights around their yards and gardens, and now they're discovering that the lights provide the same benefits on decks," says Intermatic's Phil Kinzer. "In recent years, a broad range of low voltage outdoor Iights designed specifically for decks has become available."

According to Kinzer, the current best-selling deck lights are:

. Maritime-style surface/deck lights, featuring a translucent white lens and decorative black frame. Designed for either horizontal or vertical mounting, the lights are recommended for use around steps, railings and benches.

. Compact deck lights, which are intended for hard-to-light areas under railings and around deck edges. The versatile fixtures come in either a rectangular or square shape and feature a crystal-like prismatic lens to provide proper brightness without glare.

Homeowners can also obtain special surface-mount brackets that allow traditional low voltage fixtures, such as mushroom lights and floodlights, to be attached to the deck. In addition, a swivel-mount bracket permits mounting the lights at angles up to 180".

Story at a Glance

Low voltage lighting Provides built-in sales for deck owners and builders most PoPular styles, add-on opPortunities.

Installing low voltage deck lights is a relatively easy project. An entire six-light set, including the power pack and cable, can be installed in about an hour with just a few tools.

"The beauty of low voltage lighting is that you can use your imagination and creativity to Produce a unique plan," addS Kinzer. "People like to create a distinctive layout that reflects their personality and tastes. Low voltage lighting not onlY Provides a sense of accomplishment, but it permits you to enjoy the soft glow of the lights when you're sitting on your deck at night."