Store Staff Can See the Familiar in a Fresh Way, Using ‘Customers’ Eyes, Part Two

5. “Serve the Line”
Serve people in the order that they have asked for service.  If one customer interrupts you while you are serving another customer, be especially warm as you turn to the “interruptor” and say something like, “I look forward to helping you right after I’m finished assisting this customer.  Thank you.”

6. “Advance Orders”
Actively encourage your customers to place advance orders by phone, fax or e-mail, indicating what is adequate time for you to prepare the order in advance of their coming in.

Even if people walk into the store as you are preparing that order, greet the newcomers and explain that you are completing a prior order.

Tell them how long it will take and ask for their patience, because you will be with them next.

7. “My Gourmet Expert”
When people come into browse, ask them if they would like some suggestions for their particular situation.  If they would like such assistance, ask sufficient questions so that you know something about the budget, the customer’s feelings and needs for the situation and what kind of gourmet or other specialty items of other kinds they or their friends have used and liked in the past.

Seeing the big picture of how the customer sees the situation will help you advise them more specifically and thoughtfully.

8. “Specific Sampling Scripts”
Invite customers to participate, to offer advice and to learn.
Every action someone takes on behalf of a prospective sale moves him closer to buying. Set a standard of always having something to sample, ask about, offer suggestions for or otherwise take action on.

For sampling, set the food to be sampled back on a staff counter area.  That way the staff person can offer a sample to each customer and engage in conversation, perhaps asking a question or making an offer.

Asking for advice starts a dialogue where the focus is on the product not on someone trying to get another person to buy.  You might ask:

• (While holding a platter of sausage slices with toothpicks and three bowls of various flavored mustards): Would you mind telling me which mustard you think  goes best with our new smoked chicken and apple sausages?”

•  “Do you think this cheese is soft enough to serve on the kind of crackers you use?”

• (Holding a platter with three bowls of slices of different kinds of cookies, with stand up cards in front of each with the names of the cookies on them):

• Want to guess which one of these cookies is our best seller?”

9. “Would You like French Fries With That?”
Just as MacDonalds instructs their staff to suggest additional food, such as drinks or fries with each order, you can establish a low-key and helpful standard for making suggestions of products that would go with each other for a meal, a gift or other special situation.

If in-store displays involve a combination of products for a timely occasion, staff will find it easier to refer to product combinations to buy as a bundle.

10. “Cross-Sell to Stand Out and to Sell More”
Let customers literally see a situation whereby they’d enjoy eating several of your products, as a natural extension of their lifestyle -- or the one to which they now want to become accustomed.

Set the scene to encourage a feeling of  “entitlement”, reinforcing in a customer’s mind that he  deserves to have special foods in his life. 

Consider using other “luxury” products and images to create each ‘“set.”  As a staff standard, agree that you will have at least one “Stage Set” a month of a display of a time-of-year or timeless situation, showing how your products can be used.

For example, from your local Lexus, Ferrari or other upscale car dealer, get a small poster of their car to stand as a backdrop for a display of “Car Emergency Kit” ingredients from your store.

From a kitchen designer, get a photo of a kitchen she has designed, or a section of their granite counter top and a platter on which to display your “Friday night casual gathering of friends” snack foods.

In each “setting” co-create with other business managers, ask them to display your food (or picture of it) at their store or other space for a mutually agreed upon time, perhaps a week.

Agree on “staff scripts” and signage so that you have an accurate, gracious way to tell customers about each other’s products and services.