Jeweller - April 2020

BUSINESS
Selling
Why repeat sales are so important
– and how you can increase them
One of the most cost-effective ways to improve your business is to focus on repeat sales.
RICHARD SHAPIRO explains how to keep customers coming back to your store.
With summer over and the first quarter
of trading behind us, we are moving into
the autumn season – which is a perfect
time to set our sights on some ideas to
generate repeat business.
While much emphasis is placed on
acquiring new customers, repeat sales
are the lifeblood of any retail business.
That is because you do not have to spend
money attracting a customer who already
shops with you.
The best opportunity for retailers to
generate repeat business is for sales staff
to create and build relationships with
customers.
We all stop at our local coffee shop in the
morning to see Mary the barista who gives
us a big smile.
She knows what we did over Christmas, if
our children had a great summer holiday,
and what our plans are for when they go
back to school.
Once you find your ‘Mary’, you don’t seek
out another, more convenient or cheaper
café; your loyalty is towards Mary.
Here are my six repeat business ideas to
help you become every customer’s ‘Mary’:
Teach sales staff to greet people as they
would a new neighbour into their home.
Communicate how important it is to
smile and connect with customers as
people first.
It’s more important to find out about the
customer and their needs, goals, and
personality, than it is to know exactly
what’s in your inventory.
Ask customers if they have ever been
in your store before and whether they
purchased something or not. If someone
is new, tell them more about your
business, for example the best places to
park in the future, your hours, and the type
of stock you carry.
You can also let them know how long
you have been in business, your other
locations, the details of your return
Treat your customers as friends and you will retain them for years to come.
policies, and your personal customer
experience philosophy.
It will not only be useful to your customer,
but more importantly, create a dialogue
and relationship.
Always tell the customer you can help
them. People like to feel they are speaking
to a person who can help.
Providing help might require asking
another staff member for advice,
requesting more information from the
customer, or even referring them to
another store.
It’s not important how you help them –
instead, it’s about showing the customer
you care about answering their question or
resolving their problem.
Listen to your customer’s emotions. Pay
attention to what customers are feeling,
not just what they are saying.
In almost every instance, you will be able to
easily tell if someone is happy, frustrated,
excited or disappointed.
It’s not
important how
you help them
– instead, it’s
about showing
the customer
you care about
answering their
question or
resolving their
problem
By expressing a reaction to their emotional
state – for example, by saying, “You sound
disappointed we don’t have your size
in stock. Let me double-check and get
back to you” – you foster a new and
beneficial relationship.
Have business cards printed for all
sales staff. Doing so will make your
employees feel more important and
valued, and it’s an excellent way to invite
the customer to return.
The employee could say, “I really enjoyed
helping you today. Here is my card with my
contact information.
Now that I know your tastes, I can let you
know if we get something in stock you
might like. Would you prefer me to email,
call or text? Just let me know.”
Keep in touch. Many retailers fail to show
the customer they matter after the sale.
That’s a big mistake. Sending daily emails
can also have a negative effect.
Brainstorm with your team about the best
ways to show customers they are relevant
after they leave your store.
I grew up in a retail environment. My dad
owned a menswear store and I worked
there in my early teens. I learnt two
important lessons.
Firstly, it is more important to listen and
learn the customer’s state of mind than to
find out their method of payment.
Secondly, when new customers entered
the store, they were strangers. My father
hoped by the time they left they had
become new friends.
If more retailers understood why they visit
the same coffee shop to see their ‘Mary’
and taught their staff the concept that
shoppers are people first, and customers
second, the percentage of repeat
customers would undoubtedly rise.
Richard Shapiro is founder of
The Center For Client Retention,
offering research, training and
consultingservices. tcfcr.com
44 | April 2020