Posted on May 21, 2018
In the world of retail, treating your customers like family seems like a simplistic cliché. Many retailers strive to outdo one another with more frequent and drastic clearances, or misleading sales tactics, all while paying lip-service to the notion of customer service. In reality, premier customer service not only sets retailers apart, it allows them to thrive in both good times and bad. In order to forge strong customer relationships, salespeople must foster human connections. BJ Wilson and Company offers comprehensive training and tools that show retailers how to emphasize, again and again, the importance of the personal touch.
A few years ago, a New York Times article presented a series of questions that could supposedly make complete strangers fall in love. While retailers don’t need quite so strong an emotional connection with customers, the substance of the article remains applicable: dialogue fosters connectivity. To connect with your customers, you need to talk to them, to ask pointed questions about their needs and wants, and become invested in their answers. As customers return for repeat purchases, salespeople should recognize them and inquire into their well-being. At BJ Wilson and Company, we encourage retailers to keep records on customers, so important details are remembered from visit to visit. Know your customers like you know your friends, and they will come to see you as much more than a source for apparel or goods.
Naturally, all retailers have an eye on the bottom line. Many customers resent “being sold,” however, and retailers’ relentless self-promotion can do more harm than good. When retailers foster the human connection, customers develop a personal interest in a store’s success. Rather than seek out the best price from any outlet, most customers prefer to buy items at a regular price from their preferred stores.
Bookstores provide a useful illustration of this phenomenon. Chain retailers such as Barnes and Noble cannot compete with online retailers, and have suffered massive store closures as a result. At the same time, local, independent bookstores are thriving, despite the fact that they also can’t compete with Amazon’s prices. What’s the difference? Most local bookstores offer personalized service, adaptive stock, and treat their customers like family. BJ Wilson and Company can show fashion retailers how to succeed through the practice of a similar, customer-centric approach.
In a retail era dominated by Black Friday, online juggernauts, and cutthroat competition, BJ Wilson and Company presents a refreshing alternative for fashion retailers. Want to survive into the next era and beyond? Focus on the fundamentals: your customers and what makes them special.
To learn more about our retail solutions, visit Amazon to purchase a copy of The Fashion Cycle: Strategic Buying & Selling for Retail: A Workbook and Practical Guide. To learn more about the book, click here. For questions or inquiries about our solutions for improved customer service in Dallas and Fort Worth, TX, along with the entire Metroplex and selected cities around the state, call 817-763-5081 today.