One of the things I try to take to an extreme is to provide superior customer service and professionalism to my buyers, no matter what business I'm in.
I learned this lesson well in the early 90's.
For about six months, I worked part-time at Saks Fifth Avenue in Fort Lauderdale, FL (not even sure if it's still open) and it was quite eye-opening.
The mantra was not just to provide superior customer service, but to pamper. The idea was that the rest of the mall was made up of department stores. We were not simply a "store." We at Saks offered a respite. It was quite a departure from the hustle and bustle of typical retail. It was over
the top. That was their brand.
That was lesson number one.
Lesson Number 2...
Lesson number two, and this may be some of the most important information I'll ever pass on to you, was to build your customer/prospect list, communicate with them on a constant basis and regularly offer them opportunities to buy from you.
As I began working in the men's suits department, I still recall the department manager preaching to me about the importance of regular communication with my customers. He'd say to me something like: "EVERYONE who walks into your department is a potential customer. Even if they don't buy on their first
visit, it might happen on the second or third or tenth. Give them extraordinary service regardless... try to find out what their size and preferences are... and stay in touch with them by REGULARLY CALLING THEM with sales and special offer opportunities. When we get a shipment of suits, call them. When we have a sale, call them. REGULAR COMMUNICATION IS KEY. (This was before email or texting or cell phones were a thing.)"
And as you know, I follow this advice to this day. This daily newsletter is proof of that.
Apply It to Your Business
Are you doing the same? If not, now is a good time to start. Gather your customer/client/patient emails and, once they give you the ok, start emailing them. If not every day, then every week. If not every week, then once a month. But do something.
And what if you're already on social media? That's good, but it shouldn't replace email, which is a more personal and direct type of communication.
Does it take time? Yes. But if works because most of your competitors don't want the hassle.
If you want to start with a free newsletter service, you can try www.mailchimp.com. Plus, there are other newsletter options you can look at.
So, Happy Birthday Saks Fifth Avenue and thank you for the great lessons!
