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Management Training for
Retail Managers
"Client's not Customers" is the first step your managers must meet to give exceptional Customer Service in your store
"Client" implies a Close Relationship in which you are helping someones (namely... Your "client").
Here's a great strategy from Bill Glazer, the Superman of Retail Store
Marketing. Using the right term when referring to the people who
patronize your store can make all the difference in the world.
With that thought in mind.... STOP using the word "customer" and
START using the "CLIENT." It's a subtle change, but watch the
impact it can have in the self-esteem department when you're escorting
a shopping through the store.
WHY??
It's simple. You see, the word "customer" implies that the person
just buys things from you. But the word "client" implies a close
relationship in which you are helping someone (namely your "client")
Clients are people you care about - people with whom you have
history. Customers are just people who buy from you, and who may
or may not ever buy from you again.
It seems that as far as common perception goes, business people tend to
think of customers as nuisances, but clients are more important and are
treated as such.
Many billion dollar direct sales companies train their staff's to refer
customers as clients. You should do the same. Go
ahead. Start using the term client yourself. In fact. the
entire team of sales associates should refer to customers as
clients. Do it and watch how much your clients will like it and
respond favorable.
A while ago we put this strategy to work at American Retail Supply, my
core business. An added benefit is that each time your employees
say client rather than customer it reminds your employees that
you want clients (long term associates) rather than customers. It
is one of those little things that are huge in creating the customer
sservice experience that you want. |
