How to Turn New Customers Into Repeat Consumers
RICHARD SHAPIRO, President, The Center For Client Retention
Richard Shapiro, President, The Center For Client Retention
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
6
• The Greet• The Assist • The Leave-
Behind
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
8 Steps to Guarantee Repeat Business
6. Invite Me to Return 7. Show Me I Matter8. Surprise Me in Good Ways
Repeat Business Tips A Baker’s Dozen
The Endangered Customer: Eight Steps to Guarantee Repeat Business
Tip #1Use Phone Calls to Your Business As an
Opportunity to Invite a Relationship
Tip #2Tailor Scripting for First Time Customers / Develop Check-list of Useful Information
Tip # 3Find Out How Customers Learned About
your Business
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
Tip #5Uncover the Story Behind the Purchase
Tip #6Tell Your Staff to Never Tell the Customer “No” Without Speaking to Management
Tip #7Print Business Cards for All Sales and
Customer Service Associates
Tip #8Conclude the Transaction Using the
Customer’s Name
Tip #9Segment your Customers
Clients/Customers (80/20 Rule)
Tip #10Provide Time for Associates to
Communicate with Customers After The Transaction is Concluded
Tip #11Give your Associates a Budget for Surprising
Customers
Tip #12Make it Easy for Customers to Speak to a
Person on E-commerce Sites
Tip #13The Strongest Loyalty Bond is Between Two
People
Technology is smarter than peopleBut, machines will never have a
Customers will return when they make a human connection with another human
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