The Most Important Question That Retailers DON’T Ask!
Let me know if this sounds familiar: You walk into a retail store and the “greeter” says hello with a big smile. Or when you are paying for your items the cashier asks you if you were able to find all of the items that you were looking for? I imagine a number of you are smiling and saying yes that has happened to me in fact probably yesterday.
It isn’t by luck that this happens. The greeter and the cashier are trained to do that. They have been instructed what to say, how to say it and frankly it can be very successful.
Recently I walked into Best Buy and Academy Sports in Grapevine, Texas. I went to Best Buy for one reason. I was looking for Letters from Iwo Jima directed and produced by Clint Eastwood. I was greeted as I entered the store by a big hello and smile and I went to the new release aisle. They didn’t have it yet and I walked out of the store empty handed. As I was walking out I passed by 4 people who saw that I was leaving the store with no products to purchase yet they never said anything to me.
Two minutes later I was greeted at the front door of Academy Sports with a big hello and a smile from another greeter. I was looking for a very specific pair of shorts. I couldn’t find what I was looking for but I did try on a few pairs but decided not to purchase anything. Again I walked past a number of sales clerks as I was leaving the store and no one said a word to me.
Isn’t that an opportunity to ask a potential customer a question or two? Perhaps, “I noticed you didn’t purchase anything today. Can I help you? Can I ask you what you were looking for?” I understand that the employees at these two retail stores aren’t trained to do this but if they were wouldn’t it have a positive direct impact on revenue? I believe it would.
- The question is why don’t they ask these questions?
- Why don’t store managers and executives think this is important?
I look forward to hearing your comments.
June 6th, 2007 at 8:29 am
Very interesting. This actually happened to me yesterday — I went into one store looking for a white sweater for work. Could not find it, left. Two sales people by the door, didn’t say anything. Went to another store for the same item, was just about the out the door because I could not find anything and a sales person said “Were you looking for something specific?” I said yes, a white short sleeve sweater that was appropriate for work, she thought for a minute, stated they did not have what I was looking for, asked a few more questions and I left purchasing a really nice white short sleeved button down shirt. Now I must admit this is probably the first time this has ever happened to me. But I think you raise a great point. My stores were much smaller than the two you went into so it was easier to find items.
June 6th, 2007 at 12:44 pm
I believe this happens as this is what society considers customer service today. The days of good old fashion and true customer service seem to be over. Merrill you are so right…real customer service is to help the person who is empty handed. Or how about this now that you have brought this up….I don’t know how many times I have said “No, actually I didn’t find what I wanted” when asked at the check out with the items I did find. Now that I think about it…NEVER once has a clerk said, “Oh wait, let me get someone to help you and see if we can find what you were looking for”…not once. It’s just “oh” and continuing on sliding my purchase(s) over the bar code reader! To funny!
June 6th, 2007 at 4:10 pm
I find myself decidely in the opposite camp. I do not want people hounding me inside of any store. I want them available if I have a question or need help finding something but it drives me crazy if someone is constantly coming up to me asking to help. Nine times out of ten I’m just window shopping anyway and do not wish to be bothered. Now the 1 time out of 10 that I am on a mission then I expect someone to be there that I can ask a question. But I want to be the initiator of that conversation.
June 8th, 2007 at 10:02 am
The other day I was in the Lewisville, Tx Home Depot and found a great 3 pc bistro table on sale. I talked myself out of buying it, but over the course of a week, decided that it would be a good fit for my small back patio and the price couldn’t be beat. I returned to the store a week later to purchase the set but there were none to be found on the display floor. I was about ready to leave, figuring they had sold them all, when one of the employees came by and asked me if I was finding everything ok. “Well, actually no” was my reply. I explained what the 3 pc set looked like, where it was sitting a week prior and while the gentleman didn’t know what I was referring to, he then went to ask the other employees if there were additional sets located somewhere else. I was happy to learn that they did indeed have more, located on the top of those giant shelves, and I went home happy with my new bistro set. If he had not of asked, I would have walked out empty handed.
So, yes - it is important to ask the customer if they need help and it is important to have staff available to answer questions in order to convert those near lost sales. To your point, it makes me wonder if those corporate executives ever go shopping in their own stores and visit their competitors in order to experience what the customer experiences.
June 11th, 2007 at 4:43 pm
This typical example Merrill gives can be applied just about anywhere. Case in point my wife and I went to a local Arby’s and placed our order, and while I was waiting I remembered needing lemons for my sweet tea. I asked the cashier for some lemons and his reply was “huh?” What happened to pardon me, or excuse me sir?
I also agree that I do not want to be hounded while shopping, but I do want to be noticed and asked questions regarding my “experience” in your store. A simple question can possibly lead me to what I need or want.
Sorry for venting, but I think this should be a very important issue for store managers and corporate executives. Thanks for the forum Merrill…