While the economy may
seem like a barrier to success in these challenging times, don’t give in! With
the right tools and attitude, you can still thrive. According to David Peters, director
of Member Services for Jewelers of America, regular contact with customers is a
key component of retail success during good times, and its critical now.
In
his JA New York Winter Show seminar, entitled “Selling in Challenging Times,”
Peters maintained that the relationships you build with your customers are
among the most important resources you have to make it through these tough
times.
He suggested retailers
use the following tips to thrive with customer relationships:
- Play Telephone: Establish and institutionalize guidelines for regular telephone contact for your best customers. For example, call two days after every purchase or three weeks before an important event, like an anniversary or birthday.
- Etiquette Still Applies: Always send a thank-you note (either written or digital) after each purchase. Also send good wishes prior to major occasions like Christmas, birthdays, anniversaries, etc…
- Always Be Thankful: Mail a simple “thank you for being a good customer” letter once or twice a year. Keep it short, eloquent and free from sales solicitations.
- Keep It Personal: Ensure that all your communications are “from a person to a person.” Avoid phrases like “Dear Valued Customer” or “From Your Friends at Smith's Jewelers.” Instead, address all correspondence using the customer’s name, and sign all correspondence with the name of the store employee closest to the particular customer. Loyalty is about relationships, and the strongest relationships are built between people.
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