Down Time

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Down Time

In a perfect world, every salesperson would be busy all day long, moving from one customer to the next without a break. Unfortunately, we do not live in a perfect world. Every retail business experiences slow periods—sometimes a few minutes between customers and sometimes entire days when traffic is lighter than expected.

Ironically, it is during these slower periods that customer service is most often compromised. When there are no customers in sight, employees naturally turn their attention to other tasks. The problem is that when a customer does appear, they can easily become an interruption instead of the priority they should be.

The story I am about to share is not directly related to retail sales, but it perfectly illustrates why every employee must remain customer-focused regardless of how slow business becomes.

Recently, we ordered take-out from a local restaurant. It was after 8:00 p.m. on a Sunday evening, a time when business is typically winding down. When I arrived to pick up our order, I stood in the lobby for more than five minutes without seeing a single employee, hostess, server, or manager.

Eventually, someone emerged from the kitchen, noticed me standing there, and called out to an employee who was bent down behind the front wait station. She was busy completing her duties and simply never looked up to see that a customer had entered the restaurant. Once she realized I was waiting, she was professional, friendly, and provided excellent service.

The issue wasn’t her attitude. The issue was awareness.

I completely understand that employees have responsibilities beyond serving customers. Shelves need to be stocked, displays need to be organized, paperwork needs to be completed, and cleaning duties must be finished before the end of a shift. It is human nature to want to complete those tasks so you can leave on time.

However, customer service must ALWAYS take priority over every other responsibility.

Without customers, there is no need for the cleaning, stocking, organizing, or paperwork. Customers are the reason the business exists. Every task performed behind the scenes ultimately supports the customer experience.

The good news is that these responsibilities do not have to compete with customer service. Employees can accomplish both at the same time.

For example, the employee restocking supplies near the front door could have continued her work while periodically looking up to monitor the entrance. Better yet, she could have positioned herself so she could see both the shelves and the front door. A quick glance every minute or two would have ensured that no customer was left waiting.

The same principle applies in every retail environment. During slower periods, salespeople should absolutely stay productive. They can review product knowledge, practice closing techniques, straighten displays, contact previous customers, study inventory, or prepare for upcoming promotions.

But the moment a customer walks through the door, everything changes.

That customer becomes your number one priority.

Remember, customers do not judge your business by how well you cleaned a shelf, organized a stockroom, or completed paperwork. They judge your business by how they were treated. A customer who feels ignored for five minutes may remember that experience far longer than you will.

Great retailers understand that customer service is not something you provide only when you are busy. Exceptional customer service is a habit that must be maintained at all times, especially during periods of downtime.

Stay productive, stay prepared, and most importantly, stay aware. Because the next customer who walks through your door may become your next sale, your next repeat customer, or your next referral.

And that opportunity is too valuable to miss.

Be sure to go to https://principlesforbusinessandlife.com/ – click on Our Viewpoint Newsletter and read an amazing article titled:
Memorial Day: Who paid for your Liberty – By Jim Blasingame

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