Every time I travel to the UK for client assignments, it amazes me how comfortable British people are with standing in line and waiting for service. To the British, this pastime of “queuing” is as common as any other proper tradition.  When traveling there and reluctantly conforming to this tradition while waiting at car rental counters, hotel check-ins, train depots or any other retail experience, I always think to myself, “Thank goodness this is not a practice in the U.S.! How could we tolerate it?”  In reality though, we are becoming British in the way of developing a comfort zone for waiting and being delayed in most any sales, service or retail experience.

With the recent economic downturn, companies have been forced to slash services and labor from their operations. This has unquestionably led to longer line waits, product delays, and service cutbacks. Since the beginning of the U.S. recession, our economy has slashed over 8 million jobs.  Were they all shed from the service industry? Maybe not, but the impact is surely felt.

Whether you are a frontline manager leading a sales force on a busy day or a frontline service based sales professional looking to do a good job, the following “cues” (techniques) will help you enhance your customers’ experiences while they wait to do business with you:

Cue #1: Smile sincerely! – There are over 190 different countries on earth, nearly 3,000 languages and an estimated 5,000 different cultures and in all of these examples, a sincere smile can never be misinterpreted. A smile is one of the fastest ways to communicate warmth and professionalism. People waiting in line don’t mind as much as long as they are going to get a polite person to assist them.

Cue #2:  Acknowledge customers who are waiting in line. – During an existing customer interaction it is okay to politely excuse yourself from your customer and acknowledge those who are waiting.  Begin by saying “excuse me” to the current customer, then simply comment to your waiting customer(s); ”Thank you for being patient, we appreciate it …” As you return to your existing customer, thank them and continue with their interaction.  Please note that the acknowledgement should never happen during your primary sales presentation to your existing customer; it is most effective before or after the sales presentation has been completed.

Cue # 3: Start with the end in mind. - Customers do not wait until they are being served to form their first impression of you; they form it while they wait in line as they watch and listen to how the customers in front of them are being treated. Ending your customer experiences with a statement of C.A.R.E. (comment about relevant experiences) toward your departing customer will send the correct message to the next customer in line and form a positive impression.  For example, a client of ours, Rocky Mountain Chocolate Factory-Canada, coaches their associates to end every transaction with ”Thank you, see you soon”, and a statement of C.A.R.E. So, if the customer was headed out to the Canucks game, the associate might say “good luck” or ”enjoy the game”.

When customers are stressed and wait to be served, the little things do add up.  These cues are just a few of the little details that can add up to grand customer experiences.  

Ken Stellon - Senior Vice President, Frontline Performance Group

It happens all the time. We work with a salesperson hitting home runs on every swing when they turn to us and say, “Just stay right where you are, you’re my good luck charm!” or “I’m going to put a cardboard cutout of you right here because whenever you’re around, my  numbers go through the roof!”

Here’s the good news: the sales spikes are real and they do happen when we work with sales staff and their leadership teams. Here’s the eye opener: it can happen any time. In fact, it can happen every time. A frontline employee is “on a roll” when we work with them because when we are present, they use the skills and techniques we teach and model. The fact that a client has a good day when we are on-site is a testament to the power of the program. It works if you work it.

You have to consider the difference between correlation and causality in a case like this. Simply being there does not move the dial. It will not motivate your frontline over the long haul. Good intentions alone do not create results. It’s consistency in presenting every product to every customer every time that leads to results.

Consider the individual who lost over 200 pounds by eating at a certain fast food restaurant for a year. True, he ate at the restaurant almost exclusively. True, he lost the weight. End of the story? Not by a long shot. Did you know that he often walked to and from the restaurant up to 3 times a day? There was a correlation (read “co-relation”) between the food and the weight loss, but was fast food the cause?

What about this famous scenario: in the summer more ice cream trucks drive around the neighborhood. Is there something about the presence of rocket pops that brings on the summer heat? There’s about as much chance of that happening as having a lucky charm on the sales floor.

The product that you sell might not be complicated, but getting your sales team to serve your customers consistently can be. So the next time you hear something like, “It’s got to be the shoes!” look a little closer. Its got to be hard work. It’s got to be dedication. It’s got to be belief. And above all, it’s got to be consistent.

Tom Diaz - Senior Performance Manager, Frontline Performance Group

According to renowned retail expert and leading author Paco Underhill, sixty-three percent of people who read the packaging on a consumer item will eventually purchase that item. In a frontline sales setting, establishing a good rapport with the customer is the first step to achieving this desired end result – package inspection and purchase – which comes easy for many frontline representatives. Step two includes initiating the sale and presenting the product to the customer in an appropriate fashion, which takes poise and courage.

The following techniques will help your frontline team become more effective at establishing good rapport and presenting products to customers.

1. Actively Listen: It is critical that your frontline representatives understand why a customer is in the store and who they are there for.

2. Frame The Message: Taking key information into consideration, have your frontline representatives present the product with the following opening dialogue: “Based on what you told me I recommend…” followed with one or two feature and benefit statements.

3. Present The Product: After the message is verbally presented it is time for the customer to take control of the product. This is most effective if the frontline representative gestures to a physical aspect of the product and hands it to the customer. For example “many customers prefer the blackberry curve because of its weight and easy to read screen, please see the new features and color screen.” At that moment the product is handed to the customer.

4. Body Language: Eye contact, open posture and assumptive head nods will help ensure the customer says focused on your frontline representative.

Ken Stellon - Senior Vice President, Frontline Performance Group

What do a relaxing Saturday morning, my local Starbucks, neighborhood Walgreens, local gym and barber have in common?

Besides the fact they all play into the delicate balance of my personal vanity and sanity, they are all trying to capture service-based sales opportunities through a frontline sales force. On a recent Saturday morning, each one of these businesses was presented opportunities to enhance my experience and/or increase my initial purchase through their frontline team. Some failed to capitalize on them. With just a few minor changes to some of these presentations all of the businesses would increase their respective ticket averages while enhancing their customer experiences.

On this particular Saturday morning I began my day in the same place millions of other consumers started theirs, by visiting my local Starbucks. Here is a snapshot of my experience, and how it could have easily been much more compelling.

The Presentation/Message:

“Welcome to Starbucks, would you like to enjoy one of our new Soy Strawberries & Cream Frappuccinos today…”

My Response:

“No thank you, I will go with a grande coffee of the day with room for milk, please.” Was I offended? No. Was I informed of a new product that Starbucks undoubtedly spent hundreds of thousands of dollars creating and test marketing? Yes.

My Suggestion – FPG Retail Sales Technique:

Always utilize the “Taste and Sell” method for launching a new food or beverage. This technique allows the consumer to enjoy a small piece of the product, creating a small reciprocal obligation and relationship. A more effective approach would have been, “Please enjoy our new Soy Strawberries & Cream Frappuccino.” Always avoid the term sample as it implies the product has very little value.

Once I had enjoyed my morning Starbucks fix I was ready for a visit to my local gym. Here is what I encountered:

The Presentation/Message:

As I went through the front door I swiped my card. The owner greeted me, inquired about my week and my recent travels and casually said, “One more item before you start today, for a difference of only $10 per month on your membership fee, you can use the “Recovery Rack” aqua massage table after every workout. It lets you isolate the body parts you worked out for immediate recovery assistance and we have placed it in a separate, private room. We have received a lot of great feedback on it.”

My Response:

“Sounds good, can I try it today and afterwards add it on?” The owner agreed. Fortunately, I had enough time to try the “Recovery Rack” and was sold. The difference of $10 per month is well worth it and enhances my overall experience at the gym. Plus, I admired the owner’s professional sales message about the “Recovery Rack.” Not only did his message include features and benefits, but he also provided the influence technique of social proof.

My Suggestion – FPG Sales Technique:

The message was effective; however, it would have been even stronger had he led me to ask how much it cost, instead of opening with a price statement.

Now that “My Time” was officially over and the bliss of Starbucks and my gym experience had worn off, it was time to attack the first of many errands of the day. My next stop was Walgreens. After I retrieved everything on my list I moved to the cashier stand.

The Presentation/Message:

“We have our featured product of the month to the left of the register, would you like it?”

My Response:

“No thank you, maybe next time.”

My Suggestion – FPG Sales Technique:

Always avoid passive talk such as, “would you like,” or “do you need.” These are statements that lead to a fast “No” from the consumer and do not allow the product to be adequately featured. As a matter of fact, just 24 hours after being presented with the featured product I cannot even remember what it was because the associate did not place the product name in the opening message. Another missed opportunity.

The next task on my Saturday morning checklist was to get a haircut. I made my way to the normal place – Sports Clips. My sons and I like going to Sports Clips because the staff is friendly, the theme is entirely sports related and you can watch a wide variety of games. They also have a large selection of services and products. The top of the line service is the MVP haircut. In addition to the haircut, it includes a shampoo, hot steam towel, and shoulder and neck massage. It is priced at a 60% premium over a basic haircut.

The Presentation/Message:

After being greeted in a very polite fashion by the store manager, I sat down in the chair and she asked about my additional Saturday plans. After waiting for a few moments to ensure she did not interrupt my answer she confidently said, “The MVP service today…”

My Response:

“Maybe not today, I am running tight on time and I have one more errand to run.”

Second Presentation/Message:

She agreed the entire MVP service might take too long and said, “I understand, so you don’t have to have any hair on your neckline or that itchy feeling, I at least recommend a shampoo for you. You will be more comfortable.”

My Response:

“Okay”

My Suggestion – FPG Sales Technique:

Her ability to drop to a lower priced service while still focusing on my needs was not only impressive, but a fundamental part of service-based sales and delivering outstanding customer service. By opening with the highest service – the MVP – it set the stage for all other secondary purchases. The fact that the shampoo was only a difference of $3.00 did not bother me and was a low enough price point that she did not have to ask if I could afford it.

So as you can see, whether you are a billion dollar corporation, a mom and pop business, or a franchise system there are daily opportunities for you to drive revenue while enhancing your customer experience. The companies that understand these opportunities, embrace the importance of their Frontline Profit Machine, and provide them the necessary resources, incentives and products to succeed will always come out on top, and most importantly, keep their customers coming back.

Ken Stellon - Senior Vice President, Frontline Performance Group