NFIB

Collect Information About Your Customers at the Time of Sale
04/ 02/ 2002


Outstanding customer relations don't just happen. They are the result of careful planning and dedicated attention over time. Keep records about your customers. Find out what they like and dislike. Then, when you see them again, you'll be able to establish a little deeper relationship that quite likely will translate into future sales-and a dedicated customer. In today's Workshop, writer Jeff Moses offers some suggestions to improve your customer service tactics.

Whenever possible, write down on a customer's sales receipt (or to an attached note) any personal information that you've learned about the person during the sale. This may include information such as:

1) Items they have purchased

2) Specific products or services you discussed with them

3) What they would like to see in your store's inventory

4) Notable preferences or hobbies that pertain to your business.

Photocopy or rewrite the information in a notebook or in a special file on your computer. By collecting and storing such information, you'll be able to personalize your selling to this individual. You may even spot upcoming product trends when you notice that a large number of people are interested in specific products.

All the large merchandisers collect as much information as possible about their customers. Such "target marketing" is the way business is done today. Knowing about customers gives the opportunity to contact them when special sales are underway, or when specific products that they might be interested in have arrived.

In essence, sales should always be thought of as "fulfilling a need" that the customer has. By anticipating a customer's need in advance, you'll be ahead of the game.

Whenever you're in touch with a customer, whether in person, on the phone, or through the mail, try to personalize your contact by referring to items that you've recorded on their "chart." When you can refer directly to specific aspects of a person's interests, they'll warm up to you more quickly.

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