Experience this.
As small business owners, you have more than likely heard the expression 'Sell the Experience' - all well and good for companies that have megabucks and can outfit their stores and staff, but how do we give our customers the same type of experience?
Look, as small business people we have a distinct advantage... WE ARE SMALL! we can take the time to interact with the customer, to walk them through products, we remember what we sell and can give testimonials. in short - we give more that any of the big name department/ retail stores.
I was searching for a photo that would show how the customer reacts to business going a treat customers as people and note 'walking credit cards' (Customer experience) and after trolling 5 pages on Google, I came up empty handed... This is exactly why - as small business people, we need to step up and become leaders in retail - to educate both the customer AND big retail that focusing on numbers will only provide a short term gain.
- Acknowledge EVERY customer that walks through your door - EVERY customer, That 12 year old could be packing his dad's gold Amex (I've seen it happen).
- Ask the right questions and get the customer involved, get them to hold/touch/taste or use the product they are wanting to buy.
- Be open to criticism and complaint: people DO come back when they know YOU will listen and your competitors won't.
- Invite your customers back.. Who doesn't like to know they are wanted?
One link in a chain reaction (great marketing)
Take a look at this super sweet catalog from the Dutch Hema store 
Apparently they’ve launched their online department, and I must say the site is a brilliant way to bring an 'experience' to the customer. At first glance it looks like a regular e-shop, but if you wait a few seconds… you’ll be amazed. I love the way they did this!
The cards have cometh…
Finally, after a small printing error the brand spanking new DesignLanguage Business cards have arrived!
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- Standard DL Cards
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- Limited Edition DesignLanguage Photo Cards
The new photo cards show a range of subjects from outdoor and action shots, to portrait, animal, product, scenery and candid photos.
Irate Customers
O
ne of my long term clients called me over the weekend.
He had just experienced his first truely angry customer - I won't go into details about why, but it turned out a gift was given to the customer which didn't work. After the customer contacted the product support desk (with no resolution or satisfaction) he decided to vent and the place it was purchased from - needless to say, he wasn't a happy camper...
I have uploaded an article I found some time ago about the best way the handle these - often tricky situations.
http://designlanguage.net.au/articles/diffuse_angry_customers.html