Over the next three to four weeks each customer we engage will offer us an opportunity. Not only will we have the chance to wow the customer and make a sale when they’re in our store, but we can also lay the groundwork for another sale or two before the end of the holiday season.
Here are some simple steps you can take to use today’s opportunity to create a future one.
1. Invite the customer back for a specific event or activity. Notice the word “invite.” There’s a big difference between telling a customer about a charity event on December 9th and personally inviting them.
This is why events are so important during the holidays. Even if your events aren’t well attended, extending an invitation in-person, via email or phone plants the seed for a return visit.
If you don’t have an event planned (although I hope you do), invite the customer back to see some products that haven’t come in yet.
2. Have your customer create a wish list for items they might like to receive this holiday. Help the customer select a few favorite items and write them down on a list that can either take home or keep on file in the store. Both are even better.
If this isn’t something you usually do in your store you might get some resistance from customers. Some people feel odd picking out their own gifts. Well, they’re not picking out their own gifts. They’re just giving suggestions. I think there are a lot of people who would love to make sure they get their spouse or significant other exactly what he/she wants. Just think of yourself as Santa’s helper.
3. Get every customer’s contact information this weekend. The easiest way to do this is to have a drawing for a gift card. You could even create some urgency by saying the drawing is for this weekend only. Believe me on this one, customers will give you their contact information if there’s something in it for them.
Tell the customer you’ll be contacting them via email so they give you their email address. If you really want to make sure they come back you could email them a gift card/certificate that has to be used by the end of January. Priming the pump works.
4. When customers leave your store, thank them for coming in and ask them to come back before the holidays. But don’t use the stock line, “Please come back and see us again.” The good news is that not many retailers invite their customers back. The bad news is that almost everyone who does, does it that way.
You can do this in several ways. Here are few that might work for you.
“Thank you coming in today. We hope to see you again before Christmas.” (Or you can say “the holidays” if that’s how you refer to the season in your store. I try to avoid the whole Christmas/Holiday debate.)
“Thanks for coming in. I look forward to seeing you at the event.”
“Thanks for visiting. Be sure and come back for our holiday specials that start on Friday.”
I worked with one guy who was a master at this. After working with a customer he’d ask them directly, “Will I see you again before Christmas?” It was amazing how people who just dropped a boatload of money would say yes.
Make this week successful by maximizing every customer opportunity and creating sales both today’s and in the future.
