retail hospitality or customer service before, during & after the sale
DESCRIPTION
TRANSCRIPT
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Retail Hospitality or… Customer Service before, during & after the Sale
Nufloors Meeting
Christine B. Whittemore
September 2010
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
A Big Event in Your Life…
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Does It Happen In a Void?
• Or, is it part of a bigger picture?
– During which you meet people, build relationships
– Share context & affinity– Build trust– Expect continuity of good treatment
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Same For Our Customers!
• Purchase decisions are big deals
• They don’t happen in a void– Context matters– Search for solutions – High expectations
• Relationships matter
See http://www.simplemarketingblog.com/2010/08/digital-visibility-reason-behind.html
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Think of Customer Service as Retail Hospitality
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Retail Hospitality Affects
• The Retail Environment itself– How welcoming & engaging, focused on
customers, attentive to details?
• The Retail Sales Associate– Focused on each customer? Willing to
develop a relationship? Passionate about follow-up and attention to details?
• Before, During & After
The Retail Experience!
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
If Done Well…
• Word of mouth (WOM) referrals about your amazing customer service!– Return for additional purchases– Tell others
• Referrals: a big deal!– WOM a primary factor behind 20% to 50% of
all purchasing decisions*
* April 2010 issue of McKinsey Quarterly
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
If Done Poorly…
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
You Never Hear Why…
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Yet,…
• One unhappy customer will tell 9 others
• Result:– You must work harder for business
• Every transaction becomes a new transaction
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Be Hospitable or Not.
The Consumer has choices.
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
If You Intend to Be Profitable,
NO Choice but to adopt Retail Hospitality and focus on Customers with Service.
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
A Customer-Centric View
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
From The Customer’s Perspective
• Who is she?– What matters to her?– What is her purchase process
• The Retail Experience– The Store– The People
• How To Become Truly Hospitable
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Women Consumers in Canada
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
• 51% of the population
• Better educated than men
– Majority of college students since 1979
– Earn 50%+ of all bachelor degrees, 57% of
masters degrees, 42% of doctoral degrees
Women…
Source: IES National Center for Education Statistics
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
And…
• 60% of women work– 47% of the labor force*
• 42% of management, business and financial operations
• 56% of professional and related occupations
• 57% of service occupations
• 64% of sales and office occupations
– In 55% of US households, make half (or more!) of their family’s income!
– Control family finances in 75% of households
* Catalyst – US Women in Business Jan 2010
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Chief Purchasing Officers
• Own businesses!– 10.6 million women business owners
• Generate $2.5 trillion in sales • Employ 19.1 million workers
• Thoughtful about how they spend their money:– Quality matters
• Before price and service
Source: Center for Women’s Business Research 10/2/09 research
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
66% of all personal computer purchases67% of financial services70% of travel decisions80% of home-improvement
83% of all consumer purchases88% of retail customers in the U.S.91% of home sales
• Single women: – 2nd largest group of homebuyers at 21%– 18% of all first time home buyers [vs. 9% men]
94% of home furnishings
Major Purchase Decision Makers:
Source: Tom Peters: Re-imagine! And BWN Wow! Quick Facts
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Tougher To Satisfy
• The Era of Frugality– Simplify her retail experience
• She doesn’t trust what marketers tell her– Don’t lie or waste her time
• Her definition of Value:– Make the world better – Don’t make her regret her decision
Source: FCW: Have you adapted your retail experience? by Christine Whittemore
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Conflict in the Marketplace!
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
People vs. Organizations
Real, Human,
IndividualsVs.
Inauthentic, faceless
organization, corporate wall
Connections Vs. Hierarchy
Communities Vs. Corporate brands
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Women vs. Men
• Most marketplace environments: – Consumers are women– It’s a man’s world
• Men & women communicate differently – Women have higher expectations
Customer service matters to her…
Satisfy women’s higher expectationsBenefit men, too!
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Extremes In The Marketplace
MenIndividual Perspective
Competition
Dominate
Play to win
Resist outside influence
Conceal weakness
Just the facts
What’s the bottom line?
Do stuff together
Maintain self control
It’s either right or wrong
Overlook detail
WomenGroup Perspective
Interaction
Nurture
Play to improve
Seek advice
Reveal weakness
How does it make me feel?
What’s the context?
Talk together
Experience & show emotion
It depends
Notice detail
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Reflected in Purchase Decision Process
• Step 1: Activation
• Step 2: Nomination
• Step 3: Investigation/Decision
• Step 4: Success
Source: Martha Barletta. Marketing To Women
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
The Purchase Cycle is Long!
• Long gestation period– 2 years to make a decision
• 2 months of active purchasing
• Lots of anxiety
Source: Rock Solid – John Cameron; Image: Nufloors site
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
1. Activation
It starts differently
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Getting Input From People
• Offline– Conversations with friends and family
• Online– Search engines– Social tools
• Forums• Networks• Blogs
• Context matters
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
2. Nomination
The outcome is different
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Women are More Particular
• Men want something that “will do”– Pair down criteria – Buy first suitable option
• Women want the “perfect answer”– Start with generalized concept– Add criteria– Keep exploring until they find the perfect
one
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
3. Investigation/Decision
More information & more options
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Investigating Options…
• Women undertake comprehensive research – Spiral Path
• Research is due diligence
• It takes time– Women rarely purchase early in the
process
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Women Take Their Time
• “Presales indicators” may improve before sales increase– Literature requests, web visits, store browsing
• Watchouts: – Don’t always be selling! – Offer value, help answer questions, listen, be
committed to customers and there for the long haul…
– Follow-up
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Women Go Online
• Women are majority of online audience & growing!– Communication
– Content
– Commerce
– Sense of Community
– Convenience [i.e., 24/7]
• Women are online– 84% of social media sites are frequented more by
women than men*
Source: * CRM Buyer
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Search & Social Media
• Can you be found from a search window?• Does your website tell your story?
– Do you offer valuable and unique content?
• What about social media?– Can your website content be shared?– Do you have Facebook Page?– What about a Blog?
• Are you personally engaged with these tools?
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
4. Success!
Influence goes beyond purchase
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Women Consumers are Worth It!
• More profitable than men– Shorter repeat purchase cycle
• IF SATISFIED!– They give referrals
– The “Multiplier Effect”
• Resulting word of mouth– Most powerful & effective marketing
tool** Source: Fred Reichheld. The Ultimate Question
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
And….
• Success leads to a community of fans– Online– Offline
• Worth nurturing over time
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Hospitality & The Retail Experience
The Store
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
What is a Store?
• Where shoppers and goods come together
• It leads to shopping• It can make or break a purchase decision
Source: Paco Underhill – Why We Buy?
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Shopping, an Opportunity To…
• Touch, try, taste, smell and otherwise experience the world of desirable objects
• Be touched by the artful juxtaposition of those objects
“Dazzle her senses, touch her heart, stimulate her mind”
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Shopping is Sensual & About Seduction
• We use our senses to choose or reject something – Possession: emotional & spiritual
• Not technical!
– Begins in the eyes and then the mind• Paying, a mere technicality
• We take time to investigate and consider products with a high level of ‘involvement’– Flooring!
• About the shopper, her dreams & expectations
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Your Store Performs a Service
• Where you humanize the retail experience– Service & hospitality!
• Showcases your merchandise– How it fits in the home– Allows customers to ‘try ideas on’
• Source of fashion-inspired ideas
• Communicates details about what to expect from you– Your expertise– Your commitment to service– Relevant customer solutions
• Worth returning to and talking about
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
How You Merchandise Products
• Creates discussion • Showcases fashion and newness
– Upgrades– Vignettes/trend boards– Store windows
• Update your windows, displays, vignettes –and website – frequently
• Show how people use the product
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Details Affect Experience
• They communicate information about you• Do you take care of the basics?
– Bathrooms….– Empty brochure holders? – Sense of fashion?– Clutter?– Follow-up– Chairs & tables
• Can the store help address problems consumers have with the product/category?
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Aggieland Carpet One Floor & Home
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Associated, Seattle
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Atlanta Flooring Design Centers
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Jack Laurie, IN
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Great Floors, WA
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Nufloors Coquitlam
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Carpetright, UK
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Shoes and Carpet
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Hospitality & The Retail Experience
The Salesperson
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Salespeople Bring Service To Life
• Welcome customers to store
• Become customer advocate and consultant
• Own customer relationship– Follow-up– Facilitate problem resolution– There for the long haul
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Our Customer
• Has anxiety
• High expectations– Decisions affect her home
• Remember that she sees conflict ahead– How to relieve that anxiety?
Define Expectations!
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Understand Communication Differences…
Between Men & Women
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Selling to Women
• It’s about:– Communicating & listening– Being focused on the consumer– Adapting your environment to meet your
customers’ needs
• Done successfully, it not only appeals to women, but also to men
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Remember Men’s “Individual Perspective“
• The world is a hierarchy • Hear & speak language of status &
independence, competitive– Goal: Get information, establish status, show
independence, solve problems, win, finish
• Tell facts, give advice, interrupt more frequently– Nouns, verbs– Concise, precise, to the point
Source: Deborah Tannen. You Just Don’t Understand
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Remember Women’s “Group Focus”
• The world is a network of connections • Speak & hear language of connection & intimacy
– Goal: Connect, create relationships, encourage interaction, exchange feelings, facilitate communications
• Understand & be understood• Be thorough and be sure salesperson is thorough
– Want/need time to get to know you, and you her
• Use qualifiers, disclaimers, apologies, explanations– Adjectives, adverbs– Start at beginning to discuss a topic: more detail
Source: Deborah Tannen. You Just Don’t Understand
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Capturing These Extremes…
• Women: people, feelings, relationships – to increase sense of connection with others– Value:
• Perceived honesty & integrity of salesperson • Can you be trusted & counted on in the future
• Men: business, dollars, sports -- to accomplish, solve, finish task– Value:
• Salesperson’s financial understanding, knowledge of construction pro/cons, negotiating skills
Source: Deborah Tannen. You Just Don’t Understand
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
What This Means For Delivering Hospitality & Memorable customer service…
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Exude Hospitality In-Store & In Person!
• Look at your store with your customer’s eyes• Be fully customer-focused in person
– Be helpful, open to general conversation, take her seriously
• Encourage browsing, be available
– Be in high listening mode• Active listening, no interruptions, clarify when appropriate
– Be a partner, team player, collaborator, advocate. NOT an adversary
• Respect, trust, ask questions, listen
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Translate What She Wants
• Women rely on representatives to:– Listen, interpret needs & understand end use,
Recommend solutions, Advise on best choice to enhance the quality of her life
• Build a relationship & earn her trust– Take her, her research, her sources seriously– One transaction, just the beginning
• Follow-up after EVERY installation and beyond!
• Listen to her life story to personalize your pitch
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Show Her You’re Listening
• Body language & tone of voice signal respect– Appear attentive and convey genuine interest
• Women make eye contact and expect it in return
• Vary facial expression, nod head, acknowledge
– Head nods
– “I’ll think about it”
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
“Listen” Online
• Go to a search engine
• Find search terms of interest – Start with broad terms– Refine them as you obtain more information
• Google blog search
• Google alerts
• Reviews
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
It’s About Your Customer!• Passionately pursue customer satisfaction!
– Be customer-centric:• How can you help solve her problems?
– Follow-up with her at every stage & stay connected….
• Bad service can undo a lot of good work• Good service creates customer loyalty
– Word-of-mouth referrals – Long-term profits!
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
If You Intend to Continue Successfully,
Adopt Retail Hospitality. Focus on Customers with Service before, during & after the Sale.
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
To Learn More…
Christine B. Whittemore Chief Simplifier
Simple Marketing Now LLC– [email protected]– Tel: 973-283-2424
• Flooring The Consumer weblog– http://flooringtheconsumer.blogspot.com
• Simple Marketing Blog http://SimpleMarketingBlog.com
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Thank You!
Simple Marketing Now LLC – http://SimpleMarketingNow.com
© 2010
Will You Assess This Presentation?
• Was this valuable?– What did you like most?
• Would you recommend it to a friend?– What would you say?
• What is most important idea you learned?– What will you put into action immediately?
• What do you want to know more about?– Your email address for more information.