Connect, Never Neglect A Valuable Relationship
Building customer loyalty, especially at the retail level, is achieved through the relationship between the retailer's brand, the product brand and the consumer's personal brand. Yes, consumers each have their own brand personality and choose retailers, products and brands based on it. Consumers expect the sellers and marketers to treat them with respect, kindness, fairness, relevancy, and consistency across every touch point of the buying experience.
Given the importance of building relationships, here are seven of the "20 Connect, Never Neglect" Gen One Ventures marketing principals to ensure competitive retail advantages:
1. Institute vigorous relationship training: Trust me, your employees would cherish training on just how to build consumer relationships in 30 to 60 seconds over 30 days. Such training would strengthen and enhance both their business andpersonal lives. We know retail sales and product training is done righteously every day, but relationship building is much different and as important as basic selling and product training chores. If your salesperson cannot garner attention, interest, conviction and desire with a consumer in the retail aisle within 30 seconds, you already lost the potential of the sale, the profitable up-sell basket, the lifetime opportunity for this consumer to engage and buy from your retail brand again and again. The net, stop chasing internet price competitors and instead focus on building and chasing in-store consumer relationships based upon your brand value and in-store highly consumer valuable team members.
Peter Weedfald is the Senior Vice President of Sales for Sharp Electronics Marketing Company of America. He has also served as President of Gen One Ventures, SVP, Chief Marketing Officer of Circuit City, SVP of Sales and Marketing in North America for Samsung, and SVP of global marketing and EEVP, GM & Chief Marketing Officer for ViewSonic.