Walking through a mall in the city today had me wondering about the different degrees of success stores have, some of them being empty, some others a bit packed. The question is: What does it take to attract customers?
In the current era where we live in, the web 2.0, where anything and everything circulates around the web in a matter of seconds and gets spread in just hours across hundreds if not thousands of people, word of mouth has become a very integral part of the marketing process, and while not recognized as a textbook advertising method, the implications it has carry a large weight when talking about the promotional mix. So how exactly does word of mouth work?
Body Language
Let's say you own a mini store that cells gadgets for cellular phones, like cases and other accessories. You (or your salesman) are sitting at the store doing whatever activity that comes out, like checking your text messages or email -even though you did the same thing an hour ago-. Clients walk by and they notice this and perhaps not everyone is a body language reader, but one could say there is a fair chance that a random potential customer may feel whether if he is going to be an annoyance at the store or if he will be helped and treated nicely.
Good morning!
You don't want to sound like an alarm clock to everyone that walks by, but you definitely want to demonstrate a little bit of proactive attitude. I know this is very hard because it is a task that requires endurance and stamina. Out of 100 people, perhaps less than 30% will respond positively to your gesture, and let's say only eight will actually engage in business with you. This means that your focus has to be placed on leaving a great impression on those eight people, and why not also on the 30% that simply answered you.
Remember: it's easier for bad things to go out through word of mouth.
Active listening
When someone walks or drops by your store and requests either information or want to buy something, you have to understand that what's taking place is nothing but the beauty of the "Decision Making Process applied to Purchases". The customer has an unfulfilled need and he's scanning the options that are available to him. This includes from a pin to guidance on something, to a new cell phone to a brand new dress. If he doesn't like what he sees on you (or your store), he's going to walk away. So regardless of whether if you can help him or not, you want him to leave with a positive impression, because eventually he may have the need to come back to you, and after having scanned you before, he will know whether if you are a possible option or not in the near by future.
Be nice, look nice
Another important ingredient of working in a mall is the visual aspect. You want to look good, which means dress nicely, wash your face, smell good, comb your hair. People always take kindly to appeal and there are greater of attracting customers if you are visually appealing. You don't have to be Brad Pitt or Salma Hayek; you just have to look nice, be friendly and display a positive body language.
Closing Thoughts
These little details will add up for a positive reaction that more sooner than later, will bring more people to your business. Remember, the more satisfied your customers are with your attention, the more likely they will return the favor with positive recommendations.
Treat your customers just as you would like to be treated.
