Archery Business: Jul/Aug 2010
July/August 2010 archeryBUSINESS 21 EVEN WITH THE INITIATIVES detailed herein your efforts can sink faster than the Titanic with poor customer service. According to a recent survey by the National Retail Federation Foundation, 67 percent of shoppers believe employees should be courteousand 65 percent believe they should be treated like "valued customers." Even more eye- opening? A strong 69 percent resent "pressured sales," and 61 percent demand employees be available to answer their needs. In addition to courtesy and making customers feel valued, Kraus instructs his staff to avoid "intimidat- ing" the customer at all costs. Kraus believes many customers, especially novices, are more intimidated by new technology than they might let on. He tries to reassure beginning bowhunters by stepping down to their level, being careful to explain the concepts behind the products as clearly as possible. His phi- losophy is that everyone, at some point, started out at the beginningand by breaking down the in- timidation barrier he can spark excitement faster in a potential archer. For this reason Kraus is strongly against "commission" sales. He wants the custom- er to make the decisionbased on the quality of equipment and service. "I don't believe in commission sales or 'pres-sured' sales at all," Kraus says. "When customers come down to the store we suggest options, but we let them decide. That philosophy results in a sale nine out of 10 times." Kraus also has a subtle but effective way of solving customer discrepancies, and dealing with customers who have a "one-track" mind regard- ing equipment. Instead of forcing something on the customer, Kraus has found it's better to offer suggestions. Using a friendly and cordial manner, Kraus coaxes the customer into trying something new by explaining the many, increased bene\037ts. When using the tactic Kraus can't remember a customer he hasn't been able to satisfy. "We train our employees to always make it right with the customer," explains Ron Lee. "If we can't \037x it internally, then we'll get the manufacturer involved to help resolve the issue. Because most archery items are something customers want instead of need, they've researched the product thoroughlyand that alone leads to very few re- turns." Finally, customer service training for employees is recommended by most shop managers. You can \037nd courses online, through regional hospitality associations, and even from some manufactur -ers. Never assume your front-line staff has a total grasp of how to handle every customer-related situationeven after hearing the phrase "the cus- tomer is always right." 'NO-PRESSURE' SERVICE P AYS Pro shop employees need to have deep product knowledge, but every bit as important is a personable demeanor and the ability to educate tentative customers on sometimes- confusing technological advances. 018-025_AB10JUL-cantmiss.indd 21 6/8/10 10:12:47 AM
You must have JavaScript enabled to view digital editions.
