Personal merchandising
By Deane Parkes
There is a lot of good information on how to properly merchandise a store, build displays that move product, category manage to increase margins, and keep a store clean and organized for consumers to navigate.
However, personal merchandising is rarely discussed when talking about customer service. It is something that goes well beyond a store/supplier-branded smock.
Which of these has the most influence?
words
tone of voice
body language
Surprisingly, the actual words we use carry less weight than most people assume. It’s how we say them—and how we present ourselves while saying them—that truly influences the outcome of any interaction.
Words affect outcome by 7 percent. I understand natural retailers spend a lot of time, money, and energy on product and business knowledge—which is necessary. However, don’t underestimate the power of tone and body language.
Tone of voice affects outcome by 38 percent. If you’re working the sales floor and having an off day, do your best to stay positive during customer interactions—a smile can go a long way..
Here’s an example: as a sales rep for Flora in the mid 80s, I was feeling a bit down as I drove out of Regina to the first store visit. As I drove, I listened to an audio tape by Zig Ziglar, renowned author, salesman, and motivational speaker. He emphasized to smile, even if you do not feel like it, as it can change your mood.
As I approached the store, I made an effort to smile, and when I met the owner, he smiled back. Evidently, smiles are contagious. After a productive sales call, I left the store feeling great and became an avid supporter of smiling. Thanks, Zig!
For retailers, a smile has the power to increase sales, customer retention, and the satisfaction in serving others!
Body language affects outcome by 55 percent. I think most customers form their first impression of a health food store based on the staff: do the people look healthy, energetic, clean, and knowledgeable?
Consider dressing in a way that stands out from your customers’ typical style. Another effective option is a branded smock or apron. Not only does it make staff easily identifiable to customers, but it also simplifies daily wardrobe choices for the team.
Lastly, in the long run, people may not remember what you said or what you wore, but they will remember how you made them feel, even years later. Keep that in mind the next time you interact with a customer.
Personal “whether” forecast: Words, thoughts, feelings, beliefs, habits, and actions contribute to our personal “whether system” and dictate how we choose to show up for those around us:
whether we have a good day or bad
whether we make friends, family, or customers feel warm or cold around us
whether we create harmony or tension
whether we are toxic or environmentally friendly
Remember: your personal “whether” can set the tone for you and the people in your immediate surroundings.