Yesterday, I buried this little gem in the post. Let’s take it out and polish it a bit.
“If your store isn’t the store everyone points to in town for having the best customer service, your service isn’t good enough. Yet.”
There is always that one business everyone believes is the best retailer in town. Several years ago, when I did a full-day workshop on Customer Service in Manistee, MI, a sleepy little Lake Michigan town with a year round population of around 6,000 people and summer visitors measured in the hundreds of thousands, I found their best retailer.
I came into town a day early to check out the shops. I braced myself against the sleet and snow on that cold, wet, wintery March day and made the rounds. The shops were open, but mostly empty. It was off-season, and not the best day to be out on the streets. One store, however—Snyder’s Shoes—was hopping. They had several customers in the store when I entered, but the staff still made a point of greeting me. Even in a sleet storm it was obvious who was the king of retail in town.
The next day, as the attendees were filing in, I got the confirmation as I overheard one person say, “What is Snyder’s doing here? They’re already the best retailer in town.”
At the end of the day, however, when he was asked what strategies he hoped to implement from the day-long training session, Dan, the co-owner of Snyder’s said, “Every single one I possibly can.”
I feel for the other retailers in Manistee. They aren’t being measured against their competitors. They are being measured against Snyder’s.
Customers don’t measure you against your competitors. They measure you against every retail experience they’ve ever had.
So how do you compete against that? How do you raise your bar that high?
You have to do your homework. Ask your staff to name the stores they think offer the best customer service in town, then plan a road trip to visit them. Watch how those stores interact with their customers. Look for the differences between what they do and what you do.
Visit all the stores your staff named. You can do it in groups or pairs. Take notes. Ask these questions …
- What do they do better than us?
- What do they do different than us?
- What do we do better than them?
The first question shows you what you need to tweak or improve. We all have things we need to tweak or improve. Getting a list by comparing to what other stores do is far better than just trying to brainstorm it yourself.
The second question shows you where you are different. Sometimes different is good, sometimes it isn’t. You have to decide, based on your core values, if you want to change things or highlight the difference.
The third question is your calling card. This is the area where you’re winning in the minds of your customers. If there isn’t anything you are doing better, you have serious work to do. If there is something you’re doing better, find out how to do it BEST. Raise the bar so high no one will be able to match it.
Now is a good time to take this road trip. You have time to visit stores before you get too busy. You have time to implement those changes before the holiday season hits. You have time to tweak your advertising message, your promotions, and your marketing to highlight your strengths and differences.
Two more questions you might also want to ask …
- What do they do that we can’t?
- What do they do that we won’t?
The first shows your limitations. The second is your biggest differentiating factor. Both answers give you power and show you where you stand not only in the retail landscape, but also in the eyes of your customers.
“Knowledge is power.” -Sir France is Bacon.
PS Note: If you ask your staff who is best and they don’t immediately say, “We are!” then you know you have some serious work to do. If they say they are the best, ask them who is second best and go visit those stores.
PPS One more thing you still have time to do … Hire me to do The Ultimate Selling Workshop with your team. You’ll transform your team to the point that when they say, “We are!” you and your customers will nod in agreement.