07-17 13 tips to turn first time shoppers into repeat...

13 Tips to Turn First Time Shoppers Into Repeat Customers

ContentsIntroduction 3Use phone calls as an opportunity to invite a relationship 4When asked a question, respond with, “I can help you with that.” 5Tailor scripting for a first time customer 6Develop a checklist of useful information 7Listen for magic phrases 8Never say no 9Print business cards for all associates 10Conclude the transaction using the customer’s name 11Allow time to engage with customers after the sale 12Give your associates a budget for surprising customers 13Staff your online pick-up counter with people who create relationships 14Create a one-on-one human connection 15

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IntroductionBrick & mortar retailers are complaining about the dramatic reduction in customer traffic. However, very few companies have a plan in place to turn a first time shopper into a repeat customer. In fact most companies don’t have that concept, creating repeat business, front and center as a vital piece of their overall approach. Most repeat purchases are a result of either convenience, the storebeing in a good location, ora simple promotion. Repeat business is not built on a foundation of customer loyalty. Repeat business by accident is a failed strategy and a missed opportunity.

We have curated these 13 tips designed to help you create customer loyalty and get a first time shopper back.

13 Tips to Turn First Time Shoppers Into Repeat CustomersFacebook.com/TCFCR

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There is so much information on the Internet that if a customer takes the time to call your business, they want to speak to a person and not a machine. ALWAYS have an associate answer the phone during business hours and use that interaction as an opportunity to create a relationship. Don’t just answer the question in a hurry. Provide useful information, and get the customer excited about visiting your store.

Use phone

calls as an

opportunity

to invite a

relationship


5

The word “I” is one of the shortest words in the English language and yet it has the greatest impact. “I” makes a statement about personal responsibility. If a customer has a question or concern, “I can help you with that” gives the customer hope that a person will do just that –assist and get them what they want. Help comes in many forms: the associate might have to get back to the customer, speak to a manager, or even refer the customer to a competitor.

When asked

a question,

respond

with, “I can

help you

with that.”


6

Find out if a shopper has been in your store before. This is valuable marketing intel that is free for the asking. If a customer is a first time shopper, make sure they feel especially welcomed. Envision the scenario as if you were welcoming a neighbor into your home for the first time. Think about what you would do – give them a tour, offer to take their coat, ask if they would like a drink, etc. The point is that you are especially gracious and want to make that person, a first time customer, feel especially welcome and comfortable.

Tailor

scripting for

a first time

customer


7

In your next staff meeting create a list that might be useful to a first time shopper. Items on the list should include where your company gets your merchandise, annual promotional sales, additional parking areas, nearby restaurants, etc. Customers appreciate additional information, because it demonstrates care and concern.

Develop a

checklist of

useful

information


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information for your customers

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8

Whenever I conduct a mystery shop, I will walk into a store and casually mention, “I just moved into the neighborhood,” “I have never been in your store before,” or “I looked at your website.” I listen carefully for a response from an associate. If there is no response at all or just, “that’s nice,” they fail my test. These phrases are all opportunities to engage the customer. Be responsive! “We are so happy you are here,” or I’m glad you are a new neighbor” show that you are listening to the customer.

Listen for

magic

phrases


9

Tell your staff never to say “no” to the customer without speaking to management first. “No” kills loyalty. To a first time customer or a long standing loyal one, when they are told no, your company is also saying good-bye. Educate managers to brainstorm and come up with “yes.”

Never say no


10

Every sales and customer service associate should have business cards with their name, company email, and direct line or extension. When a customer connects with an associate and has a positive experience and appreciates the help and advice received, the natural progression is to want to speak with that associate again. For a minimal fee every associate can have their own business card. It’s not only a creative investment to build customer loyalty, it also makes the employees feel important and appreciated too.

Print

business

cards for all

associates


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Most transactions are conducted with a credit or debit card that has the customer’s name. If the associate says, “Mr. Smith, thank you so much for your business and have a great rest of the day,” it helps to instantly create a relationship. It doesn’t matter whether the transaction is at a local convenience store or a luxury retailer, it is simple and it works!

Conclude the

transaction

using the

customer’s

name


12

A critical component of repeat business is to show the customer they matter even after the sale is concluded. However, sending customers daily or weekly promotions in email blasts does just the opposite. Keeping in touch with customers by their preferred method of communication whether text, email, mail or telephone, will continue to fortify the customer experience. Give your staff time to communicate, and stress this important piece of the customer experience puzzle to build and maintain a relationship.

Allow time

to engage

with

customers

after the

sale


Not sure how to engage after the sale? Learn

more here.

http://tcfcr.com/about-richard-r-shapiro/the-endangered-customer-8-steps-to-guarantee-repeat-business/

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Teach your associates the importance of surprising first-time or loyal consumers. The surprise might be sending a message congratulating the customer on their son’s high school graduation or sending a plant to a customer’s new home. An integral part of employee training is for each associate to learn to listen well. Then, empower the associates with a budget. The monetary amount is not that important. The thought behind the surprise is what has value. This is yet another great investment for getting customers to return.

Give your

associates a

budget for

surprising

customers


14

The latest trend: online ordering and in-store pickup. Customers like instant gratification and that combination meets their need. Have your best and most personable associates at the pick-up counter. Use the transaction to engage the customer, another opportunity to create a relationship. Not only will the customers continue to shop online but might decide to shop in the physical store as well.

Staff your

online pick-

up counter

with people

who create

relationships


15

The strongest bond is between two people, not a brand or a store. Whether the transaction is online or brick & mortar, strategize to match associates with specific customers, especially with your best and most profitable customers. Many businesses experience the 80/20 rule: 80 percent of your business comes from 20 percent of your customers. Make sure those 20 percent have a one-on-one relationship with your staff. This is the bond no competitor can break.

Create a

one-on-one

human

connection


Learn how to create the human connection in

every interaction here.

http://tcfcr.com/about-richard-r-shapiro/the-endangered-customer-8-steps-to-guarantee-repeat-business/

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If any part of your business enterprise relies on your relationship with consumers, beware of the “Age of Endangerment.” At no point in history has your customer base been more vulnerable to poaching than today. However, it is still possible to create extreme customer loyalty and generate repeat business in this highly threatening consumer ecosystem. These tips will get you moving in the right direction to turn every first time shopper into a repeat customer.

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07-17 13 tips to turn first time shoppers into repeat...

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