Concentrate on seizing those important ‘Moments of Connectivity’

In customer experience management, we often talk about Moments of Truth. The term was coined by Jan Carlzon, who managed the Scandinavian SAS Airlines. He used it for those moments in which important brand impressions—for good or bad—are made.

In retail, Moments of Truth occur in key interactions:

• on the phone
• when a customer enters the store
• when he/she is engaged by an employee
• at checkout
• leaving the store
• in follow-up cards, emails, newsletters.

Along with a store’s products and environment, these moments add up to the customer’s experience.

At the staff level in specialty stores, we can drill it down another level to what I call “Moments of Connectivity.” Those happen by taking advantage of key interactions to connect with the customer. A meaningful connection is one that develops trust, demonstrates a commitment to the customer and leads to a more enjoyable experience.

Many of these key interactions overlap with the Moments of Truth, but there are also some additional engagement points.

1. First engagement.  Sadly, many stores short-circuit right here by ignoring customers or opening with “How may I help you?” 

The goal at this point is to:

• Demonstrate your priority to customer service/experience.
• Let your customer know you’re glad he/she came into your store.
• Create a welcoming environment.

2. The transition from welcoming the customer to developing the relationship.  Many customers want to be left alone, but more often than not, it is because of the quality of the first engagement.

We want to learn about our customer and the reason for his/her visit. Notice the word “reason,” not “need.” Too often we disconnect from the customer if they don’t state a need.

Remember this: It’s all about the customer and their connection to our store, our products and the reason for the visit. Our questions and comments should be leading us to establish that connection.

Great sales associates don’t small-talk; they establish a relationship. They engage with purpose. They show sincere interest.

3. Showing or recommending the product. The most successful sales associates establish a very strong connection here. They continue to learn more about their customer in relation to the products. They aren’t shy with their professional opinion, but at the same time they never forget that the goal is to help the customer purchase the right products for them.

If an associate hasn’t connected with the customer before this, the chance of truly connecting while showing the products is low.

I’ve seen a number of people who establish a number of wonderful connections with the customer and then disconnect when showing/recommending products.

They either didn’t learn enough about the customer before showing/recommending products, or they have unresolved issues about being in retail sales.

Forget customer service, it’s all about the connection and experience.

A former director of retail for Bose Corp. and an independent store owner, Doug Fleener is president of retail and customer experience consulting firm Dynamic Experiences Group. Learn more at www.degretail.com.

Staff recommendations of products always help, but at this busy time of year, there may be too many shoppers to assist in person. 

Another way to engage guests is with shelftalker reviews—short and simple, handwritten and signed by a staff member. “A fast-paced suspense story that kept me up all night! Made me realize God is always in control!” signed Cheryl. 

In the children’s area, where out-of-town grandparents and relatives may be purchasing gifts, a shelftalker like this could be helpful: “Teaches children ages 4-8 that we can talk to God anywhere, anytime,” signed Amy. 

Some children’s titles, like The Action Bible, will nearly sell themselves if shoppers see the interior art, so have a copy open. 

Staff rewards

Incentivize your staff to read and talk about the books in your store by recognizing the staff member in front of other staff and maybe give a Starbucks’ card occasionally. Let each participating staff member pick out his or her favorite book of the week, then highlight and sale-price it for customers.

Guests in specialty stores expect higher-level service and atmosphere—especially at Christmastime. Fragrant wassail, seasonal music and a few Christmas cookies can help create a hospitable environment. 

Cross-promotion of products—DVDs with books and gift items, for example—will assist a guest in the gifting mindset. Stack books on tables in tree-shaped pyramids. 

Consider gift-wrapping items you expect to sell a good number of during the season, with some stacked on display ready for purchase and gifting. 

Private sales

Private sales for your top customers are really the time to pull out all the stops—with food, music, free drawings and more. The best time to do this is off-hours on your slowest day of the week and early in the season so you are on their minds and they can visit several more times before Christmas. You want guests 
to stay as long as possible, so consider putting a jigsaw puzzle out on a table ready to play.

Tent cards can be reminders: “Don’t forget the babysitter,” “Grandma would love this” or “Perfect for a co-worker.” Hand guests a printed sheet with suggestions. 

Asking each customer about an impulse item at checkout—“Would you like to add a copy of ___ for just $4?”—can really add up. Change these out every week so there is always some new surprise deal. 

Check with various publishers for overstock or even out-of-print items at 80%-90% off to make great margin on this add-on item.

Marilyn Largent is senior director, trade sales at David C. Cook.

In this price-sensitive economy, many customers are looking for budget-friendly book options. Thankfully, there are numerous value-priced titles available in the market today. The key is to find the most effective ways to capitalize on them. Here are some ideas to boost your sales of value-priced books.

Placement of your value-priced book selection is key. Create a display near the front entrance of your store and near your registers. Those are the best places to catch impulse purchases. Be sure to label your section with a nice big sign that says “Bargain Books,” “Great Deals” or something similar. There’s no reason to beat around the bush. Your customers are looking for great buys and you need to highlight them as clearly as possible.

Many publishers, like Barbour, will offer a discount if you purchase budget-priced books in case lots, so why not take advantage of it? You can pass your savings on to your customers by making the prices even lower. Or you could use the inexpensive books as giveaways. Send them to your VIP shoppers, use them to create a holiday-themed gift basket or keep them handy as door prizes. You’ll create some buzz and promote the titles all at the same time.

Contact your local churches to let them know that these titles would make affordable gifts for their Sunday school classes, pastors, congregation members, administrative assistants and Bible study groups. And if you feel you are able, offer them a special, church-only discount. You have the potential to receive some nice orders and also to start building valuable relationships.

Take your assortment of value-priced books and turn it into an event. Group fiction, puzzle books, kids’ books and so forth, and create a “Summer Reading Sidewalk Sale.” The themes you can choose from are endless and can be catered to your specific book selection. Regular sales events will give your shoppers something to look forward to and will bring them back to your store again and again.

Barbour best-selling Value Books are priced at only $1.99 each.

Shalyn Sattler is director of trade marketing at Barbour Publishing.