Know Your Customers and Build Relationships

Margo Rodgers Locust Publisher, Fabulous Floors Magazine and Premier Flooring Retailer; Flooring retailer in Northwestern North Carolina

One of the things we know about retailing and selling is that it is going through powerful changes.

Newspapers continue to struggle as technology changes how we communicate with customers. Everyone has a cell phone, installers are using iPads to layout the consumer’s house, and everyone is online. Cities are laying underground cable and installing 5G so everyone will soon be connected.

One thing that hasn’t changed is the importance of knowing your customers and building relationships. Salespeople used to be the only place consumers could get information; now, consumers come into the store with mountains of information they have garnered from the internet.

Our job is to be there and help them through the maze of information. We must set new standards.

Google continues to tell us in “The Zero Moment of Truth” that the number of opportunities to connect with customers expands every day. If we are going to be successful, we must follow them around the internet and continue to engage them at every possible avenue. If we do not, someone else will.

The future of retail is now

We are all are setting the stage of what it will be. A successful retailer is one that can continually change, seek new opportunities, and expand their horizons.

Our customers have been telling us they want more and are setting their own rules. Now, in light of the pandemic, most consumers prefer a contactless shopping experience. This will likely continue into 2021, and retailers who take the initiative to create a comfortable and safe customer shopping experience, whether in-store or online, will reap the rewards.

The following pages are designed to will help you become more educated and incorporate what lies ahead. Our job is to inspire you to continue the journey, embrace changes, and ultimately enjoy what you do and be more profitable.

Customers are very influenced by what they see and hear online, so be careful.

How social media can make or break your business

Social media can help you build friendships or create hardships, depending upon how you use it. Certain precautions should be taken to assure a safe and positive experience for anyone in your store who is posting. Encourage your customers to join you on Facebook and other social media sites. Customers are very influenced by what they see and hear online, so be careful.

1. Be careful about posting sensitive material. You certainly don’t want to alienate customers by challenging their political beliefs. Stay away from posting inappropriate language and events. Showing people partying will not help the growth of your business.

2. Inappropriate YouTube, TikTok & Instagram. Photos and videos can also be a problem, so be careful what you post.

3. Suggest that your employees have a private page that is not accessible to everyone. This way, they can post personal information that isn’t available for everyone to see.

4. Check spelling and punctuation. You want potential customers to believe that everyone is smart in your business.

5. Google your business and your employees often to see what has been posted. Make sure that you have enough positive testimonials to offset a negative one. The ratio should be about 10 to 1. (Ten positive for every negative.) Don’t forget to ask your satisfied customers to post reviews online. ❚