Value the little customer

Why you should never ignore a small sale.

As the sales clerk walked over to engage with another customer, she noticed out of the corner of her eye the potential customer standing a few feet away, as if she had a question.

The sales clerk ignored her since she had a bigger sale in mind with the person whom she was presently engaged. After a minute the potential customer grew frustrated and left the gift shop. This was a big mistake.
I have a rule: Never ignore a small order. It can cost you big money.

Let’s examine the psychology behind that rule. First, even though the potential customer was looking to only buy an inexpensive item, it could have been the beginning of a potential interaction that would have led to a larger purchase and a possible return visit.

Second, every customer knows other people. Anytime they are either pleased or disappointed about service, they talk to friends and acquaintances. Of course, with social media we can multiply those numbers by the thousands. As I have mentioned in past articles, word of mouth can be a form of both good advertising or bad.
How can you avoid offending the customer who has a small order? First and foremost, train your employees to give the same kind of service to a small customer as they would to a customer with a large order.

First and foremost, train your employees to give the same kind of service to a small customer as they would to a customer with a large order.

If that is impossible because your gift shop is just too busy, then I suggest you train them to acknowledge and greet the person who is waiting. Have them say, “I will be happy to help you in just a few moments.” This small gesture will give customers the kind of service and respect they want and deserve.

Remember, some business owners and their employees don’t see the big picture. They approach their gift shop transactions as if each one was a 50-yard dash. They don't realize that they are running a 26-mile, 385-yard marathon.

Unless their employees change their focus, frustrated customers and lost business will result. Contrary to popular belief, there is not an infinite number of eager customers wanting to buy your gift shop merchandise. In addition, a growing number of competitors are vying for those customers.

As a business owner or manager, make it a point to educate your employees on the value of each customer. Make it clear to them that their paycheck depends on long-term satisfied customers no matter how big or how small their purchase.