THE IN-STORE EXPERIENCE | DAN MANN
Making it Memorable in a Good Way
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hile on vacation last summer I went to a leading sporting goods retailer in search of some good hiking socks. When I went to the register to check out I had an interesting experience. The cashier – without looking up – started the transaction with this sentence: “Phone number?” Being the cautious type, I asked, “Why do you need my phone number?” She rolled her eyes, sighed heavily and said, “I don’t know, it’s just something they make me do!” I doubt that her manager wanted her to talk to me that way, but this points out just how much your staff can make or break your customer’s experience. If you have followed this column for the past 18 months, you know my passion: retailers offering a memorable shopping experience to their customers. In order to provide this consistently, you have to have the right team, doing the right things. All too often, retailers fail to deliver this experience because their sales team is If you intend to unmotivated, untrained, disengaged offer a meaningful and uninterested. shopping experience, Recently I was strolling through one your team HAS to be of the 5 largest malls in the US. This is legendary in the retail world. enrolled to your plan. place However, what I experienced was disturbing: In almost every store I observed a complacent sales staff, who were talking with each other, standing behind the counter (allowing customers to self shop), or just stared into space. You see, if you intend to offer a meaningful shopping experience, your team has to be enrolled to your plan. If you’ve hired well, and you are not getting the best from the team, the problem may be you — the owner/general manager. A great team can become demotivated when you fail to provide them an environment to thrive in. Putting your customers first begins with putting your staff first! Here are some ideas to get you started: 16 • Sports Insight ~ March/April 2011
1. Train Them. One of the best things you can do for your staff actually benefits you. Imagine this scenario: Your salesperson walks up to a customer with the intention to offer some assistance. The customer (having done their homework) begins to ask specific questions about the product. But because your salesperson has not been trained well, he does not know the answers. How does this salesperson feel? Embarrassed. Frustrated. Incompetent. How does your customer feel? Frustrated. Disappointed and, likely, headed elsewhere. I am convinced that a primary reason some salespeople are reluctant to approach customers is that they want to avoid this very situation. 2. Listen To Them. Your front-line staff interacts with your customers everyday. Do you think they might have some ideas about how to improve the customer experience? My retail mentor, David Van Winkle, always walked into one of his stores with an empty notepad and a pen. He’d gather the staff and start listening — writing down any good idea that he heard. Amazing how this very act builds loyalty, focus, commitment and passion. 3. Tell Them How They’re Doing. I hear this comment all too often in retail, “I haven’t had a review in three years.” One of the best ways you can invest in your staff is to simply complete a review process with all of them on a regular basis. Your best achievers want to know how they are doing. 4. Reward Them. One of the great opportunities for us retailers is to find innovative non-monetary rewards for our team members. Awards, gift cards, time off, titles, business cards, staff-only events and parties are just a few ways to reward your team. One CEO that I know sends a hand-written letter of congratulations to every store that achieves a 10 percent increase each month. In most of those stores, you’ll find those letters framed and hanging on the wall, like a makeshift trophy case. 5. Thank Them. One of the simplest and most powerful investments you can make with your staff is to regularly say thanks. You cannot overestimate the impact this has on your team’s performance and job satisfaction. On a recent flight, I witnessed something unexpected and inspiring. After the plane had been completely loaded, a businessman who was seated in the first-class section called for the flight attendant. They exchanged a few words and then he got up and went to the back of the plane. He returned a few moments later with a young marine in uniform (returning home from the Middle East). The businessman shook his hand, gave him his first class seat and said “Thank you.” Then he took the marine’s seat at the back of the plane. The plane erupted in spontaneous applause. Now that’s how you say, “Thank you!” Your actions can also leave your staff inspired and motivated to deliver a memorable customer experience. l Dan Mann is the founder and president of The Mann Group, a retail consulting firm that helps retailers with sales training and strategies. Mann, the former president of Bachrach, the men’s specialty retailer, will be a featured speaker at The Specialty Run Workshop, to be held May 17 and 18 in Chicago. www.sportsinsightmag.com