Kevin Morris

How do you attract and retain customers to help increase sales? The explanation is quite simple, but following up with actions is a whole different story — one best told by the bartender at your favorite watering hole. And what makes it your favorite watering hole? Simple, Joe the bartender and those uncanny people skills he possesses. Joe always knows your name, what sports you are involved in, what drafts you like. If you have been going to the same bar for a while, chances are Joe even knows your birthday and wedding anniversary dates too.

Joe has become a trusted friend. You stop by almost anytime and discuss whatever is on your mind. He listens attentively while you talk more and purchase more. You know Joe is busy, heck the counter is full of his “friends,” but Joe just listens and sells, and listens and sells some more. See a pattern developing? Did you notice the uncanny resemblance between your best counterperson and Joe?

We can stock our shelves, have the greatest inventory levels, best locations, cutting-edge technology, and the best glad-handed sales manager, but without the counterperson, there is no relationship, and without the relationship there aren’t as many sales.

Relationship and sales go hand in hand, and they stem from good customer service. Here are three simple tips for creating outstanding counter relationships and customer service habits.

• Keep a log of customers’ birthdays. This works even better if you can obtain their children’s birthdays as well. Then when their birthday rolls around, send them well wishes verbally or via a card or small token gift, e.g., a popcorn tin.

• Send cards. Thank you cards acknowledging the customer that is contributing to your business, are a good place to start. Congratulations for big moments in your customers’ lives along with get well and sympathy cards are good too. Any card sent should be handwritten and signed. And, don’t use the postage meter, splurge for the stamp. Think about it. Whenever you get something at your office or even at home, if it is hand addressed and mailed with a stamp, you open that one first.

• Call everyone back every time. There is nothing worse than the unknown. Even if you don’t have an answer, call the customer back just to “touch base” with them, letting them know the status of their situation. It’s a horrible feeling to believe you are neglected or forgotten. If you build a reputation as being the person who consistently and promptly follows up on phone calls and orders, then you are going to be the one trusted with any order.

The next time you sit down for a tall, cold one, consider Joe the bartender. Watch him closely and learn the old art of relationship sales.

Publication date: 05/11/2009