November 02, 2017 10 Comments

2017 is going down as the year retailers are going bankrupt. Toys R Us, Abercrombie & Fitch, American Apparel, RadioShack, Payless, and hhgregg are just a few of the names going under. The retail bloodbath is going to continue. It doesn’t necessarily need to continue, but it will because these businesses refuse to learn to sell. Here are 5 typical ways retailers everywhere are losing easy sales:

Stupid Lost Sale #1:

The salesperson is rude or condescending—42% of customers will go elsewhere over a rude staff.  I’m not just talking about salespeople, everyone in an organization has the potential to have contact with customers and be rude and condescending. Someone comes to the showroom and people don’t even tell him hi. 

If you come to my office in Miami my staff will greet you. If any of my staff didn’t greet you they’d be fired on the spot. Can you imagine going to a party, walking in and nobody even acknowledges that you’re there?  That would be rude.  A lot of people don’t realize they are condescending—maybe because there’s no awareness of your obligation to provide customer service. 

You know what condescending is, right? 

“Sir, the number is on the website”

“It says it right there in the contract”

“Did you download it?  It’s right there”

“The warranty is in your glove box”

Really you’re just saying “You’re stupid”.  You can’t afford to lose customers over rudeness and condescending attitudes.  Rude and condescending communication should never be allowed.  Have zero tolerance for it.  Have also a commitment for no negativity in the office.  Your culture should have no negativity, no gossip, and no criticizing of customers. 

Where there is no demand, there is no value.  When customers want something from you, there is a way to exchange value with them.  Complaints and problems are opportunities.  If the customer is ridiculous, even impossible, still try and make it happen.  That’s when you start becoming positive and empathetic.  You start saying things like “I understand”, “I’m with you”, “I agree”, “You deserve it”, and “I want to solve that for you”. Commit first and handle it later!

Stupid Lost Sale #2:

Your solution is useless—When someone reaches out to you to solve their problem, your job is to solve their problem. You either solve the problem or you don’t solve the problem. 82% of customers said that the #1 factor to great customer service is solving problems quickly. 50% of dissatisfied customers will tell 10+people about their experience. You don’t tell people about the times they do great work for you, you usually just tell people about that one bad experience, right?

I once had a dentist in LA that always did a good job, was friendly, and got the job done. I went in to fix a tooth that was cracked and the next day I ate a gummy bear or something and part of the tooth fell out. I was in the process of moving to Miami so I called her about it and she said the next time I’m in LA come to her. I didn’t make it back to LA for 3 years. She didn’t solve the problem or even make an effort to solve it. Although she was a good dentist and did good work, she disconnected from the problem. She didn’t solve that last problem for me, so in my mind, she isn’t on that unbelievable, great, super satisfaction list. You have to help solve problems!

Stupid Lost Sale #3:

The customer is ignored—Look for the critical customer touch points to make sure that you are not ignoring your customer. As a policy, every customer should be greeted, acknowledged, and addressed immediately upon arriving, calling, or emailing your business. At a big department store, you can often walk through 10 different departments without anybody talking to you—probably with nobody even looking at you. Make it a priority to have a greeter to be sure to acknowledge everyone who walks through your doors. Direct them early on!

Stupid Lost Sale #4:

Can’t speak with a supervisor—First off, a customer should never have to ask to speak to a supervisor. The supervisor should intervene before there is ever a problem. It’s called being proactive, not reactive. It’s called before the problem, not after the divorce. You see, a lawyer gets involved at that point. You don’t want to act as a lawyer. Someone that really cares about a relationship will intervene earlier.

Warren Buffett said, “if you got a problem tell me about it quick”. If a customer calls in at 4:30 with a problem and I call back at 4:31, that tells them I’m serving them and willing to confront the problem. If I wait a few days, what does that communicate? I had an email on a Sunday with a client telling me about a proposal he had been waiting on for 2 months, and he said, “Come on guys!”

I didn’t wait until Monday morning to reply, I replied seconds later, on a Sunday afternoon, that the problem would be handled first thing Monday morning. Take the heat out of the fire by reducing time. Have management, executives, or a supervisor intervene when there’s a problem beyond the control of an agent.

Stupid Lost Sale #5:

The salesperson is too pushy—Most people are not pushy enough, trust me. Most companies don’t greet, don’t write, ignore customers, and don’t follow up. Most never get in the realm of being too pushy. Only an unskilled salesperson would come across as pushy. True professionals, highly interested, heavily trained people who are enthusiastic will not appear to be pushy. Roleplaying, handling customer issues, and pivoting into a sales process is what your team should be doing.

 

 

The bottom line is that too many retailers are making too many simple mistakes to deserve to stay in business. There’s a fine line between profit and just breaking even or losing money. You need every sale you can get, so don’t be making stupid sales mistakes—or your small business will follow Toys R Us and the others into bankruptcy.

My 7 figure sales certification is on sale today, it will show you everything to do in business that most people aren’t doing in business. Stop losing sales! 

Be great,

GC 


10 Responses

Aquarea Pearl
Aquarea Pearl

November 06, 2017

Jarrod glandt called me an idiot when I told you I know how to protect your family from mandalay bay shooting happening again so fire him on the spot

Raul LUGO
Raul LUGO

November 03, 2017

Awesome tips. Number #3 is very important. DO NOT IGNORED your clients. Is like ignoring money. Great customer service means more $$. Thanks Uncle G.

Gudmundur
Gudmundur

November 03, 2017

All good points and things to keep in mind.

To learn from point 2, since that is not uncommon thing.
How could the dentist have solved the problem?
What could she have done different?

Lee Roby
Lee Roby

November 03, 2017

I preach this to my service team every day! Don’t delay, get back to them straight away even if you have not fixed the problem, let them know that you are working on it! Love your customers and when they bitch at you, take it up the arse and say thank you!! Then they will stay and you will grow ££££££.

Chris
Chris

November 03, 2017

Totally accurate, especially in Europe, you don’t imagine how bad costumer service is here ! You inspire me every day G.C. !!!

Elizabeth
Elizabeth

November 03, 2017

Excellent. I am learning new things about sales and I know that in the next six months everything about my sales will change. Thanks uncle G

Tie
Tie

November 03, 2017

You really think these massive national companies are going out of business because of bad sales tactics? It seems to be more that they’re becoming irrelevant from not innovating with the market and ignoring their data and modern day competitors. They’re operating the same business model from the 1990’s. People don’t want to be sold they want to be helped, so sell them by helping them.

David J Rossi
David J Rossi

November 02, 2017

Wonderful Strategy, we as professional salespeople need to hold ourselves to a higher standard not only because is is right in business, but it is right for the customer, and a positive experience helps us stay “top of mind” with the customer after the sale….

David
David

November 02, 2017

I break rule # 1 all the time. I’m constantly trying to fight my natural smugness, but I still find myself saying, “the sign says x, the terms you agreed to where ect…” It’s tough to change your personality, but I’m not a quitter. :)

Miguel Garcia
Miguel Garcia

November 02, 2017

Excellent article, haven’t read anything like this but have thought about how important this is.

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