Marketing and Front Line Employees

Recently I was in a local drugstore buying some cough drops. The kind I wanted had some sort of ingredient that is closely controlled by the law. When I took them to the counter, the cashier scanned them and then asked for my birthdate. Then we had this conversation:

Me: “What do you need my birthdate for?”

Cashier: “Because the system is asking for it.”

Me: “But why? What is the relevance to my birthdate to cough drops?”

Cashier: “I really don’t know. Something to do with an active ingredient.”

Me: “Oh, ok, no problem.”

I give her my birthdate. Then,

Me: “oh, is it like cigarettes in that you have to be a certain age?”

Cashier: “we don’t sell cigarettes.”

Me: “Nevermind.”

I completed my purchase and left, a little dumbfounded by our conversation. She couldn’t explain to me why she needed my birthdate, and when I tried to draw an analogy, she got lost.

Why am I positing this? Well, it’s because it’s important to understand that marketing is not performed solely by the marketing department. It should permeate the whole organization, and especially any employees who communicate directly with customers. When an exchange like above happens, it could lead customers to question the competence of the organization.

So, if you have front line employees, be sure that they are well versed in how to effectively communicate with customers. But this goes above and beyond being polite….they must also be knowledgeable on company policies, products, etc. Informed employees are a key marketing asset. If they aren’t informed, it doesn’t inspire much confidence in customers.

The Little Things

We hear all the time that it’s the little things that count. In business, this is absolutely true. There are so many little things you can do that will make a big difference with customers. And what’s great is that these things are free. Retailers, below are some little things you can do. You would think these things would be obvious, but sadly sometimes they are not.

1. Greet customers when they enter your store. Have you gone into some business and the employees failed to acknowledge your presence? I have many times, and it’s a major pet peeve. It is not hard to say ‘hello,’ ‘good morning,’ ‘welcome,’ or whatever. If you are currently busy, let them know that you’ll be right with them. Ignoring them does nothing.

2. Smile. This one should be obvious, but maybe it’s not. Smiling at customers gives them a sense of ease and warmth. This can only help their evaluation of your business and products.

3. Show them the way. If a customer has a question about where to find something in your store, don’t just tell them where it is. Instead, take them directly to it. This little extra effort can pay big dividends.

4. Take an interest. Your interaction with a customer should not start with ‘how may I help you.’ You should start with ‘how are you,’ ‘nice weather we’re having,’ or something else that shows you are out for more than just the sale. It humanizes the employee-customer encounter, puts customers at ease, and helps to build relationships.

Again, these things are very simple and free to do. Hopefully you already do them, but if not, try to incorporate them into your company’s culture. It’ll work wonders.