A study of the last recession found that sales people reduced time spent contacting customers by 38%. David Peters, Jewelers of America’s resident education and management expert, says that drop off was a huge missed opportunity for retailers. Those who continued to reach out to customers were able to outperform their competitors.
Peters shares the following insights on why you should reach out to customers now more than ever:
- If you increase your personal outreach efforts you will position your store ahead of the competition.
- By upping personal connections, you’ll be one of the few “jewelry” voices your customer hears.
- If your competitors are cutting back on marketing and customer outreach, this is the best time for you to increase contact with prospects and infrequent customers, particularly those just outside your regular market area.
- You’ll likely broaden your customer base, increase your market share and gain valuable new customers.
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