Visualize this. A customer is in a retail store. The store has performed many of the functions involved in preparing and presenting its products. Now it’s up to the retail professional to persist, to see to it that the customer is satisfied, and, of course, to make a sale if the customer wants to buy.
A convenient way to see the professional’s role is in terms of a simple “Three S” Concept. Smile. Stop. See to Satisfaction. The Three S approach is a compact, easily repeated version of the ¨Three Ps of Persuasion¨ that can be used in every interaction with a customer. The Three S concept consists of three steps:
First, Smile and greet each customer. In a crowded, noisy, busy store, this prepares you and the customer for a successful, satisfying interaction.
Second, Stop what you were doing if the customer seems confused, has a request, or appears to need service. Give the customer your undivided attention. Here you present yourself to the customer as a resource.
Third, See to satisfaction. Make sure the customer is satisfied. You and your teammust persist until the customer need is met. Here product knowledge is important, but it is also important that you know when to pass the customer to another responsible member of your team. Customer service is a team effort.
Talking to your coach. Many retail employees are responsible for stocking, inventory, and other activities. This skill is about making sure the customer enjoys the experience in your store and finds what they might want to buy. Once a day or throughout the work day, tell your coach why you did, or did not, smile, stopped, and saw to it that the customer was satisfied. Pay attention to the coach’s questions. They are food for thought and will help you always be mindful of the three S principle.
