My wife and I were recently shopping for a new lighting fixture to hang above our dining room table. We wanted something relatively contemporary, and our quest for the perfect light took us to over a dozen stores. Our experience uncovered a wide variety of mistakes with huge costs for retailers in the form of lost sales.
1. We walked into one store early in the evening and were greeted by heavy rock blasting over the speakers. Although I like rock music, it is definitely not appropriate for a retail environment, save for those selling music, extreme sporting goods, or catering directly to a demographic that appreciates rock music. Based on the selection of product on display, I suspect this lighting store’s target customer is someone between the ages of 35-70, making their music choice a huge—yet easily avoided—blunder.
2. Another store promised the region’s largest selection of lighting fixtures, which definitely intrigued us. We dropped by the store and they indeed had a fantastic selection of lights, including several that appealed to us. However, very few of the lights were operable, which meant we couldn’t see what they looked like when lit. Call me crazy, but when I buy a lighting fixture I expect to be able to turn it on so I can see how it looks when lit. Plus, the employee on duty didn’t bother to leave the comfort of the counter and make an attempt to help us.
3. We ventured into another store with a very good selection of lighting fixtures. We were looking at one in particular and there was an employee standing nearby as we considered it. She mumbled something to us about the light—I guess to help us—but her words were incomprehensible and she didn’t stick around long enough for us to clarify what she had said. Instead, after making her comment she immediately retreated behind the sales counter.
In the same store, there was a designated salesperson roaming the floor, but at no time did he approach us, even though he had overheard us tell another employee what we were looking for.
4. The website of store number four appealed to my wife for a variety of reasons and it sounded like this might be the place we might find our ideal fixture. However, as soon as we opened the door we were assaulted by the smell of stale cigarette smoke. In fact, the store smelled like an old gentlemen’s club, and as non-smokers, the odour definitely turned us off.
This store had also given the impression on their website that they had a large selection of contemporary fixtures, but their actual selection did not match their advertising. Although there were a few wall hangings and paintings that were attractive, we did not want to bring home the smell of stale smoke, so we left. Oh, and did I mention that we were greeted by a small dog who barked at us the entire time we were in the store?
5. We went into another store and noticed several employees standing behind the sales counter, chatting with each other. We wandered around the store and looked at lighting fixtures for approximately seven to ten minutes but at no time did any of these employees make an attempt to assist us. I guess they figured that if we needed help we would ask for it. I can picture their boss questioning them the next day about the lack of sales and can almost hear them saying, “Oh, it was really quiet last night, we didn’t have anyone in the store.”
I could keep going, but I think you get the picture. Each of these retailers made some type of blunder that cost them potential sales and profits. What is most unfortunate, is that they probably don’t even realize they made these mistakes or how much money their blunders cost them.
Many of the mistakes mentioned above can apply to people who sell products and services to businesses. What impression are you making with your customers? Are you fully prepared for your sales calls and presentations? Are other people on your team costing you sales? Are you being proactive in helping your customers make an educated buying decision? Are you using terminology that your customer understands?
Remember, everything you say and do influences your customer’s decision to buy from you or one of your competitors. Small mistakes can cost you big money.
© 2007 Kelley Robertson, All rights reserved. Kelley Robertson is a professional speaker and trainer on sales, negotiating, customer service, and employee motivation.
Visit www.kelleyrobertson.com. For information on his programs contact him at 905.633.7750 or Kelley@RobertsonTrainingGroup.com.
