By Tom Richards
I'm from Chicago and have been a loyal fan of the Chicago Cubs since I was a little boy. We haven't won the World Series since 1908. It's been a bad century. And it doesn't look like it's going to happen this year...
There are times, on my mystery shopper visits for clients, when I wear a baseball cap or a logo sweatshirt to see if the sales staff will comment on them. My Mom sent me one that says, "Chicago Cubs--If it takes forever." When I conduct my shopper tours, I like to give the staff some hints so they feel more comfortable starting a conversation with me. I want to see if there is an awareness there. I know that in many of my past shopper visits you can walk around a store for hours without having anyone talk to you but, obviously, that's non-productive time. Would you believe that no-one, I mean, no-one has ever asked me about what it says on the shirt? In the words of Dave Berry, "I am not making this up!"
Is anyone paying attention to those customers out there who want a great shopping experience? All this writing about 'personalization' by the experts isn't getting through on the one-on-one level. These people you hire have limited abilities in social interaction. They really don't care. Or they are simply poorly-trained and don't know what to do.
If you would train your people to ask about the sentiment on my shirt and let me talk about my Cubs, I would feel more important because someone paid attention to me. I would like you better. I would feel more comfortable with you and may even feel that I could trust you. Most importantly, you get me talking! When I get to talk, I relax and will tell you more of what you need to know about me. I'll probably come back to see you and will certainly pay more attention to you than to a company whose staff ignores me.
I don't give a damn if you like baseball. But, for heaven's sake, be curious! Curiosity is the first step towards becoming enthusiastic about something or someone. And enthusiasm works. People want to be with enthusiastic people. They somehow feel that some of your enthusiasm will rub off onto them if they spend time with you and do business with you. When your staff becomes curious and enthusiastic, it increases your bottom-line. Train your staff, even if it takes forever.
Comments