It doesn't matter if its a $1 cup of coffee or a 5 carat cushion cut diamond ring; today's shopper needs to feel comfortable in your store. Its always a good idea to step back and evaluate your store from the customer's point of view.
- Can you hear every foot step?
- Is the conversation on the floor and behind the scenes appropriate for all audiences?
- Are your sales associates too passive or too aggressive?
- Are you sales associates confident in their presentation?
In The MoodThese are the stores that draw you in with amazing product but the atmosphere leaves you cold. Its so cold you feel like you can hear every foot step and your every move is being watched. Just like a bad first date there is no romance, your not coming back, and there is no second chance to make a first impression. Can you find a secret shopper to give you an honest opinion; does the atmosphere (music, merchandising, dress code) leave you cold or engaged?Universal AppealThis is the reason I only use the self-checkout at the grocery store because sometimes computers are more respectful than people. This not only applies to the sales associates but quiet often the people working behind the scenes; many of them often do not realize how easily they can be heard on the floor. By encouraging a positive environment you have the distinct opportunity to stand out among a sea of poor customer service and be the store people want to support.Attack of the AggressiveI like to think of this along the same lines as 1980 department store's perfume section. I remember shopping with my mom one holiday season in the mid '80's. Our car was parked outside of the perfume section of G. Fox; the fastest exit was straight through an army of fragrance sales associates armed with an arsenal of fragrant ammunition. My mom; with her right hand grabbed me ready to do battle as she raised her left hand to block the back and forth row of spritzing sales associates; yelling "no, no, no" as we neared the door. Certainly, your sales associates aren't spraying potential customers, but on a lesser scale, are they giving shoppers enough breadth to feel comfortable perusing your showcases?Trust is KeyWhile Jabel, as with many manufacturers, offer numerous training opportunities on die striking jewelry, hand engraving and other various industry related practices to aid in creating effective sales presentations, if the associates are unable to communicate and share this knowledge on a level the shopper can understand it is a waste of time and resources. Ask yourself, "when my sales associates discuss jewelry and gemology:"1. Do they sound confident and believe what they are saying or are they second guessing the sticking points in their presentation?2. Does their presentation sound rehearsed like a bad telemarketing spiel?3. Are they talking down to their customers instead of talking to them?A well trained employee will not be successful selling a die struckring setting to a customer if they can not effectively communicate the presentations message. Likewise, your associates who can communicate effectively can be an excellent resource to round out your staff's training.