Ninety percent (90%) of customers will leave a store without making a purchase when they are unable to find the right person to help them, according to a recent survey of 1,000 consumers conducted by the company TimeTrade, an online appointment scheduling firm.
As the owner of a mystery shopping company, I am worried about this statistic; not because I question its validity, but because we regularly find it to be true in the mystery shops we conduct. If you are in the business of dealing with customers, you should be worried about it, too.
As I continued to read through the survey, it got me thinking about today’s customer and how overwhelmed we are with information coming at us from all angles. We need help sorting it out. We need experts to answer our questions and assure us that we are making the right purchasing decisions. Unfortunately, finding those experts is proving to be more and more difficult.
I am convinced that having staff on-hand at your store, bank, call center, medical facility or office, who are knowledgable, available to answer questions, and assist in the purchasing decision, is one of the keys to profitability – especially after seeing the results of the TimeTrade study.
Think of the model that Apple uses for their stores. They have a team of experts – Geniuses – on-hand to work with customers who have scheduled appointments, and a team that works the sales floor looking for customers in need of answers. When you leave the Apple store, you leave with confidence that you were helped by a knowledgable assistant who cared that you were making the right purchase and that your problem was resolved. Some may have had a different experience, but I would venture to guess that those situations are few and far between based on the price of Apple’s stock.
As managers and coaches in your organization, let me challenge you to think of ways to ensure that the geniuses in your organization are available to your customers.
[tweetthis]Build a team that is knowledgeable, confident, and willing to share what they know.[/tweetthis]
But I must warn you: you may experience an increase in sales!
How do you handle the confused or unsure customers visiting your business?
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