Do Something Different!

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Do Something Different

I recently read an article stating that forty-nine percent of customers who leave a business and shop elsewhere do so because of the poor quality of the personnel. The same article quoted the CEO of a major corporation who said, “Seventy to ninety percent of decisions not to repeat purchase is not about product or price, but a dimension of service.”

What can we learn from this?

Quite simply, the foremost reason customers leave and shop somewhere else is a direct result of the salesperson and the service experience they receive.

It’s rarely the merchandise.
It’s rarely the pricing.
It’s almost always the experience.

Throughout my career in sales training, I have continually emphasized how important every single customer is. In today’s competitive retail environment, doing what you’ve always done is no longer good enough. Average service produces average results — and average results will not sustain long-term growth.

We must do something different.

If you look back over the past year, ask yourself honestly:

• Did you consistently collect each customer’s name, address, email, and telephone number?
• Did you send a handwritten thank-you note after a purchase?
• Did you follow up after delivery?
• Did you ask permission to stay in touch for future needs, warranty dates, birthdays, anniversaries, or special occasions?
• Did you position yourself as their “go-to” professional in your industry?

Or were you simply glad they purchased and then moved on to the next opportunity?

Jewelry Stores

In jewelry, relationships are everything. Engagement rings lead to wedding bands. Wedding bands lead to anniversary gifts. Anniversaries lead to upgrades. If you didn’t record the proposal date, the wedding date, or the ring size — you left future business to chance.

A simple anniversary reminder call can generate thousands of dollars over a lifetime. But it only happens if you did something different from the average salesperson.

Furniture Stores

In furniture, delivery follow-up is critical. Did you call the customer a few days after their new sofa or bedroom set arrived? Did you ask if everything met their expectations? Did you plant the seed for future needs — accessories, mattresses, or the next room in their home?

Most salespeople hope the customer is happy.
Top sales professionals confirm it.

And confirmation builds repeat and referral business.

Pawn Shops

In pawn and buy-sell environments, trust is the currency. Did you explain the loan process clearly? Did you treat them with dignity and respect? Did you invite them back? Did you let buyers know when similar merchandise would be coming in again?

Pawn customers are some of the most loyal — when they feel valued rather than judged.

If you did not do these simple but powerful actions, then you may be operating under what I call the “Blue Boy” or “Blue Girl” strategy — standing on the sidelines holding your breath, hoping customers come back on their own.

Hope is not a strategy.

Personal trade, repeat business, and referrals will guarantee your long-term success — but you must earn them. Customers do not automatically become loyal. Loyalty is built intentionally through consistent, thoughtful actions that most salespeople simply don’t take.

The difference between average and exceptional is rarely dramatic. It’s usually the small things done consistently:

• A thank-you card
• A follow-up call
• A reminder
• A sincere conversation
• A name remembered

If nearly half of customers leave because of personnel, that means the opportunity is enormous for those willing to stand out.

Start doing something different — TODAY.

Because if you don’t, your competition will.

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