YOU Are the Difference
As we enter the most critical selling season of the year, it’s important to keep in mind that the No. 1 product you’re selling is not an HDTV, GPS, cell phone or home theater system. It’s yourself, your brand, your reputation and your commitment to customer service.
There are hundreds of companies selling HDTVs, home theater systems and Blu-ray players. Some of those companies are down the street from you while others are online. Some will offer product mixes and SKUs nearly identical to your own, and even at lower prices. That can be pretty discouraging, until you come to terms with the concept that the products are not all that you’re selling.
Your own brand and reputation is on the line every time turn on the lights and open the door. One thing that’s disappearing from retail these days is service. Our increasingly DIY and self-help retail paradigm has left many consumers jaded over the whole shopping experience. How many times have you walked into a store only to be ignored until you hunt down a sales associate. The store in which help is readily at hand, informed and honest is the store that will get the repeat visitors, add-on sales and word-of-mouth recommendations. As simple a thing as it sounds, constantly reminding and retraining your employees to be service-friendly can be the most important investment you can make.