With the increase in competition today, many owners and managers are finding that it is important to differentiate their business by providing a high level of customer service. What does this mean? It means that by becoming more aware of what is important to the customer, you will gain the added benefit of improving your sales. The following are some keys points to consider when addressing your customer:

    Acknowledge the customer. When a customer enters your shop or approaches the counter while you are serving someone else, simply acknowledge them by either providing eye contact, saying "hello," or smiling. This signals to the customer that you have noticed them and they will probably be more patient as a result. If you are too busy with one customer and cannot get to the other one waiting, try to call upon another salesperson to assist them. At the very least, let the customer know that you will be with them as soon as you are finished with the first customer.

    Be courteous. Saying "sir," "miss," "please" and "thank you" goes a long way towards building rapport with the customer. Employing good manners and proper etiquette will be recognized as a form of respect.

    Maintain eye contact. Look at the customer while conversing with them. This shows self-confidence on your part, and it indicates to the customer that you are listening to them when they speak. And actually do listen to them when they speak.

    Smile frequently. A smile shows interest and enjoyment while interacting with the customer. It also shows that you are happy with what you are doing. People are naturally attracted to people and situations that are positive.

    Provide information. If you can, provide extra details about a product (such as its origin, other flavours available, or similar types of products). Informing the customer about what you have to offer will benefit you and them. You can also provide information about add-on products. If a customer inquires about a can of paint, offer to show them the paintbrushes as well. By informing the customer, you will be viewed as the expert and will be the one that they will consider going to the next time they need the products or services that you have to offer.

    Show concern for the customer’s needs. Equally as important as providing information about a product, is being able to address the customer’s specific concerns. If they inquire about a particular pant size and you do not have it in stock, offer to look for it in another style in the same size, or to call another store in your chain to see if it is available elsewhere. Take the extra initiative to make sure that the customer’s concerns are heard and addressed.

    Ask questions. When a customer requests a certain item, ask them questions about how they intend to use it and provide other products as alternatives or in addition to what they have requested.

    Do not push. The whole point of customer service is to provide the customer with what they need, not necessarily what you have to sell. Taking this approach will demonstrate to the customer that you are not trying to push upon them what they do not need or want.

    Read the customer. Some people do not like sales people. They do not like to be approached or need time to browse what you are offering. Notice the signals that they send out to you and if they say, "I’m just looking," you can confirm that you are giving them time and space by answering, "I’ll be nearby if you need me."

    Give them something extra. When a customer gets what they are looking for, give them something more. If they are pleased with the report that you have just delivered, tell them about other areas in which you have worked that may be of interest to them.

    Sometimes, in the rush to gain sales, providing customers with what they truly need gets overlooked. By respecting the customer, and by doing everything that you can to get what they need for them, you will gain the opportunity to keep them coming back time and time again.

    Toni Guffei, MBA, is a consultant with TSM Marketing Solutions. TSM helps companies with their marketing, sales, promotions and publicity needs. Contact her at Unit 417, 100 – 1039 17^th Ave., SW. T2R 0B2, or email: toni.guffei@telus.net

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