Building Customer Rapport in the Age of Social Distancing

5COVID-19

Lisbeth Calandrino

Flooring Specialist and Associate Publisher and Director of Social Media for Fabulous Floors Magazine

Building Customer Rapport in the Age of Social Distancing

Social distancing practices may have changed how consumers shop, but it hasn’t changed their priorities — it has enhanced them. More than ever consumers are looking for a salesperson who can be trusted, is knowledgeable, and can help them through the process. Also, they are concerned about personal safety and the cleanliness of your store. Here are some guidelines:

1. Safety first, business second. Get your safety priorities down first. A customer who doesn’t feel your store is practicing the safety guidelines is likely not to buy from you. It’s important that you have them posted and have hand sanitizer and extra masks readily available throughout the store. OSHA has a simple, free course you can take about cleanliness procedures. Take the class and post your certificates on the wall.

2. Be positive and upbeat but show customers your concerns for them.

A fist or elbow bump will break the ice. The other day at the grocery store, a person suggested I went ahead of them. I said, “thank you” and told them I was smiling under my mask! You can even click heels with your customer if you’re both inclined.

3. Reach out and ask your customers how they’ve been affected by the virus.

This is a good time to share your concerns with your customer. They may be afraid of losing their job or have been sick. If the customer seems ‘edgy,’ don’t take their attitudes personally; many of us are uncertain of the future. This is a good time to have specials, ‘creative’ discounts, and information on the store credit for your customers. Therefore, it’s important you understand what your customer is going through.

More than ever consumers are looking for a salesperson who can be trusted, is knowledgeable, and can help them through the process. Also, they are concerned about personal safety and the cleanliness of your store.

You want to make sure your message is consistent and everyone in your store is on the same page. A delightful customer experience will help alleviate stress for everyone involved.

4. If your store policies have changed, let your customers know upfront. You might not be able to deliver for free or pick up samples. If jobs must be paid in full before installed explain you are doing these things to cut down on trips and exposure. This is the time to tighten up your store policies. This is also not the time to over promise and under deliver.

5. Connecting with customers over social media is more important than ever. Keep your online conversation going and be consistent in your messages. Ask customers the best way to contact them. I suggest you use video (Zoom or similar) as much as possible so you and your customer can see each other without masks. This will increase trust and help you build better rapport with your customers. It’s important you keep connecting regularly and keep the conversation going. At this time, consistency is very important.

You want to make sure your message is consistent and everyone in your store is on the same page. A delightful customer experience will help alleviate stress for everyone involved.

Lisbeth Calandrino has been coaching retailers for over 20 years. If you need some help strengthening your store policies or dealing with concerns, give her a call at 518.495.5380 or email at Lisbeth@lisbethcalandrino.com.