CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
If you’ve ever worked in retail sales, electronics or otherwise, you’ve probably seen my type walk through your store doors. The type who knows what they want, and will spend as little effort and time to get that product, before abruptly leaving. When I need to get something at an electronics store (maybe an auxiliary cable or that new video game I shouldn’t be wasting my money on), I head right for the item I need, grab it, and get out of the store as soon as I can.
For lack of a better term at the moment, I would call these your ‘hit-and-run’ customers, and they can be a challenge to sell on anything but their needed product. I’m not like that all the time, and many times I leave stores wondering why I wasn’t asked for assistance. This happens particularly in bigger purchases that require thought about future benefits the product will give me.
I recently bought a new stereo from a big-box electronics store. I’m not very knowledgeable in new electronics, but I had an idea of what I wanted. A sales associate approached me, and after asking me a few questions of what I wanted, he directed me to a few specific stereos and described why I should choose them over the others. He helped me through the selection process, and made sure all of my needs were met. I left the store paying more than I expected, with a product he helped me choose. I want to come back to this store, and I feel that if I need help in the future, their staff is more than able to help.
If he hadn’t approached me that day, I could’ve spent much less and gotten a product I wasn’t happy with.
Do you make sure your customers’ needs are met, or are they prompted to visit your store and dash?