Two Sides of Service
I love technology and I love technology toys. However, I try hard to stay clear of stores that sell these tempting trinkets because I don’t want to be buying what I don’t need and can’t afford. Yesterday however there were three items that I have been delaying researching and buying but out of necessity the day had come. So begins the tale of the two sides of service…
In Halifax we have two predominant big-box electronic stores. Future Shop and Best Buy. So, I decided to stop first at Future Shop…
The employee that greeted me was friendly but after clearly explaining what I was looking for and how I would be using it, it was obviously clear he had no idea what to recommend. So, he went “out back” to talk to a technology consultant of some sort. The sales agent then returned and tried his best to make the recommendation based on his discussion with the expert out back. He was tentative at best and left me feeling very uncomfortable with his new-found knowledge and with the recommendation.
On to Best Buy…
I was greeted in a friendly manner here as well and upon going through the same process of explaining what item I was looking for and what it would be used for, the clerk immediately said that she was not the best one to talk to. She proceeded to take me to Steven, introduced me, summarized my story and Steven, who was clearly an expert, took the next 15 minutes to walk me through my options and make professional recommendations. The young lady who referred me to Steven asked if she could be a part of the expert consultation so she could glean from his knowledge so she might better be able to serve future customers. How impressive is that!
Paying for Expertise
What do you think happened? I was clearly “engaged” and well served by Best Buy. I came looking for expert service, knowledge, and recommendation – and I received it overflowing at Best Buy. And this was really my first “shopping experience” at Best Buy (I know, it is hard to believe I have never bought anything there before!). I knew what I wanted and was looking for a logical and professional sales experience. I found it and I bought the product at Best Buy!
Small Business Application
Small business owners need to realize that they must play to their areas of expertise. Customers are wise and somewhat knowledgeable about their needs because they often do pre-research online before engaging in the face-to-face selling process. Make sure you and your employees provide the expertise in your area of specialty to close the deal for the customer. Customers need this, expect this, and will pay for it!
Some Take-Aways
- Don’t try to fake your way through the knowledge process.
- If you don’t know the answer, pass the customer on gracefully to someone who does.
- Let your experts talk face-to-face with your customers.
- Empower a learning environment. Everyone on staff has something new to learn!
Service and knowledge are key to your business success. Leverage them and your customers will walk away well-served!
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