Partnering with new consumers
By Deane Parkes
In recent years, independent natural health retailers have been engaging with a new kind of shopper: The All-Knowing Consumer. Armed with all the latest product and pricing information the internet has to offer, including customer reviews and ratings, along with countless online opinions about the ideal foods or best natural medicines to take, The All-Knowing Consumer comes to your store, ready to battle.
Retailers are seeing this more and more every day and, although on the surface this challenge may seem formidable, there is something you must keep in mind: be grateful they are in your store. Sure, they may come to challenge your knowledge, product, or price but at least they are in your store, face-to-face with you, and not down the street in another store or online.
Keep in mind that person in front of you is extremely valuable, because the average NHP shopper spends approximately $100k in a lifetime, and you want to be in a position to claim a good part of that expenditure.
Sales are everything! [SUBHEAD]
Okay … now that you have the consumers in the store (ready with their knowledge and facts and figures), it is up to you to sell them products. Here are a few points to consider in the sales process:
Only suggest products or services you would buy if you were in the customer’s shoes (this is the golden rule of sales).
Create value for the customer. If they see no value in your products or services, they won’t come back.
Never argue with a customer! Ask questions and get the customer talking. This is the key to uncovering and addressing shopper needs, if you listen with care. For example: “How long have you been using natural health products?” “Do you use other supplements or natural foods?” “Does anyone else in your family use natural health products?”
Build on your customer’s trust! The more a customer talks, and the more you listen, the more they trust you.
Think long-term. Do not pounce on a customer; they will see value in what you sell and the services you provide, even if they do not purchase this time.
Try to keep customers in your store. The longer a customer is in your store, the more they will buy.
Don’t knock competitors. If a customer comes in and says they use a competitive product, don’t knock their favourite brand. My response would be something like: “I’m sure that’s a great product. We also sell great products, and I am certain that our selection, price, and freshness will meet and often exceed the standards of other brands.”
Do not invalidate the shopper for what they have heard or bought or for a lifestyle choice.
Do not try to convince or convert others to your lifestyle, unless they ask!
Make your customer feel valued. How a customer feels when they leave the store determines whether they return.
Happy sales!