I have been doing some work lately with a company that provides the people and set up for sampling in supermarkets. Their job is to present the product, encourage people to taste the product, and sell the product. Very similar to consumer engagement in tasting rooms, though the people who are set up in supermarket aisles have a lot less time to interact with the people who may be interested in the product.
Regardless of the retail business you are in, the keys to creating a long term and loyal customer are the same. The four fundamental challenges for retail staff are to:
Today’s blog deals with the first two points, Engagement and Communication.
Engagement is a means of forming connection with visitors and customers. The first steps in engaging should be getting to know the people you are presenting your products to and understanding their challenges in order to convince them of how your products will make their lives easier and better.
Remember that their time is valuable so the experience needs to focus on their wants and needs. It is much easier to sell a product to a consumer who is convinced that
It will improve their lives. Another consideration is that these days consumers are overwhelmed with choices, making it much more difficult for them to make buying decisions, so start by asking a few questions. You can help them whittle down their choices until you are the best option.
Communication leads me back to one of my favorite quotes from George Bernard Shaw, who said, “The single biggest problem with communication is the illusion that it has taken place.” It’s easy to spout facts, but real communication is a dialogue between people. For each piece of information you tell people about your product ask them a question about their life and listen carefully to the answers. This will give you what you need to present the products you will best suit their needs, wants and expectations.
Next week we will talk about Differentiation and Value.
A tip of the glass from me to you!