Have you ever run into someone you haven't seen in a few years? All of us have had this experience. Usually we are amazed how much they've changed or in some rare cases, how much they look the same. Some will look like they did on the last day you saw them, and others have gained weight, lost hair, gone grey or cultivated a few more wrinkles.
Even though it's been years since you've seen someone, you instantly make comparisons between what you remember about them and how they appear today. This is because you subconsciously register a "parting impression" of that individual. We automatically register parting impressions of people, experiences and places, including our shopping journeys through the retail universe.
As retailers we place a great deal of focus and emphasis on the approach phase of a sale. Indeed you only get one chance to make a first impression. However what training do you give your staff during the final phase of the sale? What parting impressions are delivered at the cash desk?
Often, it's the last impression in the mind of a customer that overrides everything else during the buying experience. In most cases, parting impressions for the customer are nothing more than a thankless return of some change for their purchase and the receipt.
Most retailers and their employees fail to realize that all the effort in making a great first impression can be negated in the customer's mind if they have a trivial experience at the cash desk. Many employees why may be enthusiastic and offer great service on the sales floor believe that the process is over once the customer says yes to the purchase. In their minds, they can relax and coast at the cash desk. However customers still have high expectations and if the final phase of the sale at the cash desk is mediocre, they'll have second thoughts about returning to your store, or worse still, whether they made the right purchase. I costly refund may be looming!
Parting impressions should get as much training and attention as the approach. It's a great opportunity to reinforce the sale and build long term relationships. The parting impression phase of every sale must include:
Thanking the customer for their business
Counting back their change and giving them their receipt
Reinforce the purchasing choices they have made
Inform the customer of upcoming events and stock arrivals
Invite them back to the store in the near future
TAKE ACTION TODAY
Review your current sales training at the cash desk
Make sure that staff learn and deliver a professional parting impression as outlined
Author Resource:
Learn More About Retail Customer Service at retailinstitute.ca
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