how to turn new customers into repeat consumers
TRANSCRIPT
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How to Turn New Customers Into Repeat Consumers
RICHARD SHAPIRO, President, The Center For Client Retention
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Richard Shapiro, President, The Center For Client Retention
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In this session you will learn to:
Understand that associates can make or break the retail experience
Develop proven ways to generate repeat business Know your customer as well as your inventory
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• The Greet• The Assist • The Leave-
Behind
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8 Steps to Guarantee Repeat Business
1. Make Me Feel Welcome 2. Give Me Your Full Attention 3. Answer More Than My Question 4. Know Your Stuff 5. Don’t Tell Me No
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8 Steps to Guarantee Repeat Business
6. Invite Me to Return 7. Show Me I Matter8. Surprise Me in Good Ways
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Repeat Business Tips A Baker’s Dozen
The Endangered Customer: Eight Steps to Guarantee Repeat Business
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Tip #1Use Phone Calls to Your Business As an
Opportunity to Invite a Relationship
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Tip #2Tailor Scripting for First Time Customers / Develop Check-list of Useful Information
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Tip # 3Find Out How Customers Learned About
your Business
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Tip #4Listen for Magic Phrases
This is my first time in your store I just moved into the area
A friend suggested I might like to see your merchandise
I looked at your website
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Tip #5Uncover the Story Behind the Purchase
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Tip #6Tell Your Staff to Never Tell the Customer “No” Without Speaking to Management
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Tip #7Print Business Cards for All Sales and
Customer Service Associates
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Tip #8Conclude the Transaction Using the
Customer’s Name
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Tip #9Segment your Customers
Clients/Customers (80/20 Rule)
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Tip #10Provide Time for Associates to
Communicate with Customers After The Transaction is Concluded
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Tip #11Give your Associates a Budget for Surprising
Customers
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Tip #12Make it Easy for Customers to Speak to a
Person on E-commerce Sites
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Tip #13The Strongest Loyalty Bond is Between Two
People
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Technology is smarter than peopleBut, machines will never have a
Customers will return when they make a human connection with another human