Marketing and Front Line Employees

Recently I was in a local drugstore buying some cough drops. The kind I wanted had some sort of ingredient that is closely controlled by the law. When I took them to the counter, the cashier scanned them and then asked for my birthdate. Then we had this conversation:

Me: “What do you need my birthdate for?”

Cashier: “Because the system is asking for it.”

Me: “But why? What is the relevance to my birthdate to cough drops?”

Cashier: “I really don’t know. Something to do with an active ingredient.”

Me: “Oh, ok, no problem.”

I give her my birthdate. Then,

Me: “oh, is it like cigarettes in that you have to be a certain age?”

Cashier: “we don’t sell cigarettes.”

Me: “Nevermind.”

I completed my purchase and left, a little dumbfounded by our conversation. She couldn’t explain to me why she needed my birthdate, and when I tried to draw an analogy, she got lost.

Why am I positing this? Well, it’s because it’s important to understand that marketing is not performed solely by the marketing department. It should permeate the whole organization, and especially any employees who communicate directly with customers. When an exchange like above happens, it could lead customers to question the competence of the organization.

So, if you have front line employees, be sure that they are well versed in how to effectively communicate with customers. But this goes above and beyond being polite….they must also be knowledgeable on company policies, products, etc. Informed employees are a key marketing asset. If they aren’t informed, it doesn’t inspire much confidence in customers.

Can't Versus Won't

There are often times in both business and interpersonal interactions where someone makes a request of you. A customer asking for a refund or a discount are two examples. When these requests are made, we often respond with something like, “sorry, no, I can’t.” However, in most of those situations, we are not being truthful.

How are we not being truthful? Well, it’s because we say “I can’t” when we actually mean “I won’t.” We all do it from time to time. Why do we do it? Because it’s the easy way out. “I can’t” implies that there is some barrier in the way, thus making the request impossible. We use it in the hopes that it will shut down the requester. However, in how many instances is there actually a barrier preventing the honoring of the request? I would argue not many at all.

So, in these situations, consider using “I won’t.” It’s more truthful and less dismissive. Customers won’t necessarily be happy, but they’ll know you have standards. And that is not a bad thing.

The Little Things

We hear all the time that it’s the little things that count. In business, this is absolutely true. There are so many little things you can do that will make a big difference with customers. And what’s great is that these things are free. Retailers, below are some little things you can do. You would think these things would be obvious, but sadly sometimes they are not.

1. Greet customers when they enter your store. Have you gone into some business and the employees failed to acknowledge your presence? I have many times, and it’s a major pet peeve. It is not hard to say ‘hello,’ ‘good morning,’ ‘welcome,’ or whatever. If you are currently busy, let them know that you’ll be right with them. Ignoring them does nothing.

2. Smile. This one should be obvious, but maybe it’s not. Smiling at customers gives them a sense of ease and warmth. This can only help their evaluation of your business and products.

3. Show them the way. If a customer has a question about where to find something in your store, don’t just tell them where it is. Instead, take them directly to it. This little extra effort can pay big dividends.

4. Take an interest. Your interaction with a customer should not start with ‘how may I help you.’ You should start with ‘how are you,’ ‘nice weather we’re having,’ or something else that shows you are out for more than just the sale. It humanizes the employee-customer encounter, puts customers at ease, and helps to build relationships.

Again, these things are very simple and free to do. Hopefully you already do them, but if not, try to incorporate them into your company’s culture. It’ll work wonders.

"It's Not My Problem"

I was having a discussion with someone recently, and she said that she ran into a situation with a company. When she attempted to address the situation, an employee said, “it’s not my problem.”

I’m sure you already know what I’m about to say, but I’m going to say it anyway: “it’s not my problem” is quite possibly the worst thing you can say to a customer or potential customer. In what ways is this a terrible thing to say? Let’s examine:

1. It indicates a lack of concern for the customer.

2. It indicates a refusal to even discuss the matter.

3. It is very dismissive.

4. It opens you up to negative word of mouth via social media and personal interactions.

5. It is quite rude.

Even if the situation is not your problem, you need to find a better way to deal with it. Regardless of fault, you should apologize that things aren’t right. Then you should help them work through the issue as best you can. This doesn’t mean admitting fault (unless it was your fault). It means to go into relationship building mode and try to create something positive out of the whole ordeal. They are going to likely leave your business unhappy, but if you can reduce the level of unhappiness, it might save the relationship.

Instead of saying “it’s not my problem,” carefully explain what happened as you see it. By explaining your side, sometimes customers will see the error of their ways and own it. Of course, sometimes they won’t. In those situations, you can either choose to end the relationship or offer some sort of olive branch, either a refund, a discount, or some sort of incentive for future patronage.

But you don’t have to always give consumers what they want. Stand your ground when you feel it is necessary. You don’t want to become known as the place that is a pushover. Create some standards and stick to them. You’ll be better off in the end.

Hello World....

Maranello Consulting is a marketing consulting operation based in Dallas, TX. We have experience in many areas of marketing, including strategy, planning, social media, customer service, data analysis, market research, and marketing troubleshooting. Maranello can also develop and deliver custom corporate training workshops on all things marketing. If you have questions, please do not hesitate to contact us at maranelloconsulting@gmail.com.