“I want this store to appreciate my being here.” We all want to be appreciated and liked. Make sure all customers get some attention for the full time they’re in your store. If you know it, call the person by name. Now, this doesn’t mean to be pesty with a lot of idle chatter. Talk just enough to let customers know you’re truly glad of their presence.
“I want to anticipate a repeat visit.” So impressed by the comfort and warmth extended, a customer likes to feel compelled to make a mental note to return — so as to have the same pleasure in the future. You can help bring about this feeling with a sincere comment when a customer is leaving. “We’re so glad you came in. Please return soon!”
“I want this shooting merchandise store to seem as though it’s mine.” When a store has highly efficient employees, pleasant surroundings and a full line of merchandise, customers automatically like buying merchandise there. After being in the shop a few times, they learn where certain items are placed and automatically walk to that area. As they move about the store, they hear a friendly voice speaking to them. They feel comfortable (welcomed!) — and they’re glad to be there.
Be Your Own Customer
Editor’s Note: While time is of the essence these days, it’s still a worthwhile exercise to take a step back and evaluate the buying process from the perspective of your customers. Published in the Firearms Retailing column in Shooting Industry’s Sept. 1981 issue, Alan W. Farrant considers 12 common thoughts found in the customer’s journey. This article has been lightly edited for clarity and brevity.
You’ll be able to make customers enjoy your shooting merchandise retail store more — and make them return more often — if you fully understand their attitudes. What do customers think about your place of business? Here are some thoughts of average shooting merchandise store customers.
12 Thoughts From Customers
“I want an inviting store front.” Keep the glass clean and make sure the merchandise displayed is typical of supplies available inside. Give the entire front of the building a new coat of paint. Your store name sign should include the word “GUNS.”
“I want to think I’m welcome.” When a customer first enters your store, make sure you give a genuine friendly smile and a warm “Hello!” This first welcome is more important than making the first words on your part, “May I help you?”
“I want the same types of merchandise handy.” Most customers object to being “forced” to different locations for stock items, which (at least to them) should be grouped together. Unless it’s close, many won’t bother to search for it. Some shooting merchandise retailers purposely scatter their merchandise, assuming that making customers walk will bring about impulse sales. Most progressive merchants group merchandise by specific categories.
“I want plenty of service.” Experts claim this is often the most important thought customers have. By service, we mean employees who know “everything there is to know” about shooting merchandise — how to assemble firearms, how to make this and do that. Many customers are beginners and may be shy about asking questions. They want the full attention of the salesperson while they talk.
“I want advertised specials to be in stock.” If an advertised special is sold out when it is asked for, you’ve created a bad situation. Shooting-minded customers are enthusiastic in their beliefs, and want merchandise right now. If they don’t get it, they’ll quickly start dealing at another store.
“I want a good selection of merchandise.” If you don’t have room (or the money) to stock all popular items, then concentrate on those most in demand. Buy a diversified selection of these popular ones so customers have a good choice. This will bring them back!
“I want to know the price, without having to ask.” Is all your merchandise price-marked? If yours isn’t, some shoppers won’t bother to find a clerk and ask. Instead, they’ll pass the item by.
“I want to see informative signs.” Let customers know whether you accept credit cards, and which ones. What time do you open and close? Tell them. People who work all day need to know when they can buy from you. And remember, many of these customers want some help from you — for you to explain and show how an item operates. If they can’t get your help, you’ll find they’re trading elsewhere.
“I want an item ordered for me, if it’s out of stock.” People enter your store to buy merchandise. If you’re temporarily out of what they need, offer to phone them when you have it in stock. Then remember to do so. When customers are in the middle of enthusiasm and then can’t buy a needed item they quickly become impatient. So, if there’s an extra delay in receiving the merchandise, phone your customer and explain the situation.
When a store has highly efficient employees, pleasant surroundings and a full line of merchandise, customers automatically like buying merchandise there.
Stamp Of Approval
When a customer does come back, then management can relax and be assured the store has been inspected for perfection, not inspected by management — rather, inspected and approved by a satisfied, happy customer. See to it your shooting merchandise store is approved!
