I recently had the opportunity to sit down with Anna Crowley Redding, co-owner of Port City Flooring in Maine and a popular book author. We talked about the importance of shaping your selling strategies to cater to the target shopper—in this case the female customer.
In order to better relate to this particular cohort, Redding suggests taking a holistic approach (vs. the traditional technical/jargon selling tack) to make a connection with the shopper. Following are some of her main points and some of my take-aways:
Keep the vibe light. As Redding put it: “If there’s no laughter or smiles, why would anyone want to visit us? We inject fun into everything, even dressing to match our surroundings or celebrating new arrivals like it’s Christmas morning. Our enthusiasm is palpable, drawing clients in and making them want to be a part of the excitement. Being enthusiastic is contagious and creates goodwill.”
I strongly believe we can still do business and have fun in the process. When I was in the retail business, I remember promoting fun events with customers—like the time I dressed up like Miss Piggy and set up a kissing booth to raise money for a local charity.
Create a pleasant atmosphere. Having a welcoming scent, according to Redding, can go a long way in making the customer feel at home. She also suggests employing soft music over the PA system to put shoppers at ease while creating a more home-like environment and engaging storytelling.
Lighten the load. (Samples, that is.) We all know samples are not meant for women to carry. I can remember my friend who finally quit as a ceramic tile rep because she could no longer lug around the samples. As Redding said: “Heavy, unwieldy packaging doesn’t appeal to anyone. Until the industry catches up, we’re ready to assist our customers by handling samples, offering to carry them to their cars or arranging for custom-cut samples to be delivered directly to their homes.”
Speak in layman’s terms. Avoid obscure industry jargon when explaining new products, features and/or benefits to the consumer. Instead, use conversational language to narrate the benefits of your products, both in design and value, without compromising on quality or price. More importantly, treat customers respectfully and listen to their concerns and ideas. Redding suggests asking the customer how she wants to feel in her space when executing a home remodel.
Make service job No. 1. Service can mean anything from empowering the customer to make the right decision and not being afraid to follow up. This could mean more than one trip to the customer’s home to make sure she’s satisfied.
Redding says it’s important to make sure every interaction with the customer is not simply transactional. At the end of the day, it’s all about problem solving and offering solutions—not just selling products. Remember this: A satisfied customer is your best advertisement, and we need to develop lasting relationships with them. According to Redding, this means treating them as close friends who have just dropped by to see us. Instead of a single transaction, we are laying the groundwork for a lasting relationship built on trust and mutual respect.
Lisbeth Calandrino has been promoting retail strategies for the last 20 years. To have her speak at your business or to schedule a consultation, contact her at lcalandrino@nycap.rr.com.
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