From The Archives:
Be Your Own Customer
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You will 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 customers:
“I want an inviting storefront.” 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 the first words on your part, “May I help you?” One or two chairs toward the front of the store make it easy for prospective customers to sit and examine merchandise or glance through a book.
“I want plenty of service.” Experts claim this is often the most important thought customers have. “Service” means employees “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 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 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 will find they are trading elsewhere.
“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 are 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 are truly glad of their presence.
“I want this shooting merchandise store to seem as though it is 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.
When a customer does come back, then management can relax and be assured the store has been inspected for perfection, not inspected by management, inspected and approved by a satisfied, happy customer.
See to it your shooting merchandise store is approved!
Editor’s Note: Originally published in the Sept. 1981 issue of Shooting Industry, we hope you enjoyed this piece by former columnist Alan W. Farrant — and feel challenged to put yourselves in your customers’ shoes and achieve the ultimate goal of being “customer approved.” There’s a theme brewing here …
Last month’s story on branding by Doug VanderWoude (“Branding Your 4 Walls & Beyond”) called on readers to enter their store through the customer entrance and incorporate better signage to “show” them where they are upon visiting.
This customer-centric approach continues in next month’s issue. Hank Yacek asks dealers to put on their “customer hat,” and presents ways they can cast a wider net to secure sales during slower periods. The point here: in slowdowns, any effort to make your store more personable will stand out above those who don’t prioritize the experience of their customers.
Studying timeless advice from almost 44 years ago doesn’t hurt.
— Jade Moldae, SI Editor
