“Just the facts, ma’am, just the facts.”
Your customer – let’s call her Ms. Jones – might pull out this Joe Friday line when she’s shopping. Even if she falls head over heels in love with a sexy sofa or a sweet-smelling new car, she’s going to have to justify her financial investment with some cold, hard facts.
Look at the following areas where Ms. Jones might find information about your product. Rate them for accuracy, and then rate them for influence:
1. A recommendation from a friend
2. The internet
3. A store visit
Now rate your store in these same areas, accuracy and influence. How does your word of mouth rate? Have you irritated your customer base to the point that your name is dragged through the mud more often than it’s recommended? Do you have a website? Is it fresh and relevant? Do you have product information in your store she can take home with her? Does your entire staff know your policies? Are your people well trained? Be honest!
Once Ms. Jones is in the information gathering stage, she has already decided that she’s going to buy. The only question is, from whom?