How often have you entered a store . . .
o and observed two clerks who continue to chat about their personal matters instead of immediately turning to smile at you?
o to find that the specific order you called in several hours is not at the counter, ready for your quick pick-up and payment, because the clerk says she "got busy with other customers?"
o and asked the staff person for more information about one of the products in the store and had the staff person respond by saying she did not know, and not offer to find out?
When my client, The Gallup Poll, asked Americans, as part of a multi-client survey, what they most disliked about in-store customer service, the above situations were among the top pet peeves they described.
In a time-pressed culture, increasingly complex and option-rich culture, customers appreciate pro-active, informed and thoughtful problem-solving action in store staff, especially when those customers are considering the purchase of indulgences such as gourmet food.
In fact, these qualities in motivated staff may be the most cost-effective methods for standing out from the increasing number of competitors you face, while avoiding costly price wars.
So many no-cost and low-cost staff behaviors can make all the difference in how a customer feels about your gourmet store. The devil is in the specifics because even the most well-intentioned staffer may unwittingly slight someone.
As Holly Stuhl, a customer service expert is fond of saying, "You never get bitten by an elephant. Its the mosquitoes that eat you alive."
Positive Outrageous Service author T. Scott Gross, often speaks about how some staff get overwhelmed by the details, rather than considering first things first in prioritizing the next thing to do. In the restaurant business, Gross says that staff can get stuck, "in the weeds."
Just as a cultural group may have commonly recognized rules of etiquette, your store staff can agree on the specific behaviors for what is to constitute "good manners" at your store, with each other and with customers.
If everyone in your store agrees to propose and abide by specific "Rules of Conduct," (ROC) then each staffer knows what is expected and can feel it is appropriate to speak up when a co-worker, including the owner or manager, is not abiding by them or is demonstrating outstanding customer service, according to their "ROC".
For a brainstorming session with your staff to agree on your outlet's "Rules of Conduct" here's some suggestions to start off the discussion:
1. "Welcoming Smile"
Smile at each customer immediately as she enters the door. Their instinct will be to smile back. Awhile back Safeway asked their clerks to smile at customers and some staff accused the company of trying to "enforce friendliness." Some women on staff even said that smiling encouraged some male customers to flirt with them.
Hopefully your staff feels comfortable in their ability to smile as a gracious gesture of welcome.
2. "Agree on Your Greeting"
Rather than leave greeting to chance, consider various phrases you think are fitting for your kind of store and market area. Compare notes on what feels comfortable to say to demonstrate that you are willing to help if they need it.
There is a fine line between greeting and overwhelming customers. Avoid opening phrases that don't recognize their purpose in visiting the store, such commenting on the weather.
3. ""Sunshine Over the Phone"
The four most frequent complaints Americans have about talking clerks with whom they speak by phone are that they:
o Speak too fast
o Do not enunciate clearly
o Do not sound like they care
o Do not propose ways to solve a problem but simply answer the questions they are asked.
Agree on the exact greeting and tone of voice for answering your store phone. Some people on staff may resist spending time on a seemingly obvious and small detail, but, like the first face customers see upon entering a store, the "faceless" voice over the phone is the "stain" or "sparkle" of first impression.
For example, you may simply agree to say warmly and clearly, without speed talking, "(name of store") (your name) speaking. How may I help you?" Ask each staff person to practice saying your agreed upon phone greetings and give candid feedback to each other about clarity, warm, loudness, tone and rate.
In a chain of Italian clothing stores, clerks are asked to listen to audiotapes of melodic, rich male and female voices, saying the greetings that the store owner believes most represents the signature style of the store.
Practice with each other until you are proud of what you hear.
4. "No Matter What"
No matter what else you are doing, from re-stocking a shelf to talking with another customer, pause to smile at the new customer entering the store to acknowledge their presence. It only takes a moment.
If you are with a customer when a new customer enters the store, still take a moment to smile and greet that new customer, perhaps saying "Hello. I'd be glad to help you right after we're done here."
Research shows that people are more willing to wait for service if they feel that the moment they can see the clerk, the clerk makes direct eye contact and acknowledges their presence by a smile, nod and some greeting.
5. "Serve the Line"
Serve people in the order that they have asked for service. If one customer interrupts you while you are serving another customer, be especially warm as you turn to the "interrupter" and say something like, "I look forward to helping you right after I'm finished assisting this customer. Thank you."
6. "Advance Orders"
Actively encourage your customers to place advance orders by phone, fax or e-mail, indicating what is adequate time for you to prepare the order in advance of their coming in.
Even if people walk into the store as you are preparing that order, greet the newcomers and explain that you are completing a prior order.
Tell them how long it will take and ask for their patience, because you will be with them next.
7. "My Gourmet Expert"
When people come into browse, ask them if they would like some suggestions for their particular situation. If they would like such assistance, ask sufficient questions so that you know something about the budget, the customer's feelings and needs for the situation and what kind of gourmet or other specialty items of other kinds they or their friends have used and liked in the past.
Seeing the big picture of how the customer sees the situation will help you advise them more specifically and thoughtfully.
8. "Specific Sampling Scripts"
Invite customers to participate, to offer advice and to learn.
Every action someone takes on behalf of a prospective sale moves him closer to buying. Set a standard of always having something to sample, ask about, offer suggestions for or otherwise take action on.
For sampling, set the food to be sampled back on a staff counter area. That way the staff person can offer a sample to each customer and engage in conversation, perhaps asking a question or making an offer.
Asking for advice starts a dialogue where the focus is on the product not on someone trying to get another person to buy. You might ask:
o (While holding a platter of sausage slices with toothpicks and three bowls of various flavored mustards): Would you mind telling me which mustard you think goes best with our new smoked chicken and apple sausages?"
o "Do you think this cheese is soft enough to serve on the kind of crackers you use?"
o (Holding a platter with three bowls of slices of different kinds of cookies, with stand up cards in front of each with the names of the cookies on them):
o Want to guess which one of these cookies is our best seller?"
9. "Would You like French Fries With That?"
Just as McDonalds instructs their staff to suggest additional food items, such as drinks or fries with each order, you can establish a low-key and helpful standard for making suggestions of products that would go with each other for a meal, a gift or other special situation.
If in-store displays involve a combination of products for a timely occasion, staff will find it easier to refer to product combinations to buy as a bundle.
10. "Cross-Sell to Stand Out and to Sell More"
Let customers literally see a situation whereby they'd enjoy eating several of your products, as a natural extension of their lifestyle -- or the one to which they now want to become accustomed.
Set the scene to encourage a feeling of "entitlement", reinforcing in a customer's mind that he deserves to have special foods in his life.
Consider using other "luxury" products and images to create each '"set." As a staff standard, agree that you will have at least one "Stage Set" a month of a display of a time-of-year or timeless situation, showing how your products can be used.
For example, from your local Lexus, Ferrari or other upscale car dealer, get a small poster of their car to stand as a backdrop for a display of "Car Emergency Kit" ingredients from your store.
From a kitchen designer, get a photo of a kitchen she has designed, or a section of their granite counter top and a platter on which to display your "Friday night casual gathering of friends" snack foods.
In each "setting" co-create with other business managers, ask them to display your food (or picture of it) at their store or other space for a mutually agreed upon time, perhaps a week.
Agree on "staff scripts" and signage so that you have an accurate, gracious way to tell customers about each other's products and services.
