Wal-Mart versus Target
I prefer shopping at Target for several reasons:
- Target is less crowded
- Target has cleaner aisles
- Target has shorter checkout lines
These same reasons I shop at Target effect your customers. Let’s extract the principles here:
Create a Comfortable Customer Experience
Make your client feel like the star of the show. Each client has individual needs, expectations, and budgets. If you take time to focus on each person that walks through your door, you can create a very comfortable experience for them. The more at home a client is, the more likely they will trust you, place an order, and come back again. Whenever I think of going to Wal-Mart, I think of a crazy, crowded, mess of people. When I think of Target, I think of easily being able to locate what I need without tripping over assorted products scattered on the floor. The result: Target gets more of my money. Create a comfortable customer experience in your business.
Present a Professional Image
Just as retail stores present their image to you the second you walk into the store, your business presents its images to clients in several ways:
People reach your website for any number of reasons. They could come in via a search engine, from a link on another site, or even by typing in your domain name like returncustomer.com. Irregardless of how they arrive, they will judge your company by what they see. Does your website convey authority and professionalism in your field? Does it look like your 5 year old nephew created your site? First impressions matter online. You have only seconds to let your customers know they can trust you.
Draw some connections with my experience at Target and what customers see on your site:
- Target is less crowded: Do visitors to your site get information overload?
- Target has cleaner aisles: Is your website design clear and inviting?
- Target has shorter checkout lines: Does your site respond quickly and is it always available?
Your Personal Appearance: Dress and Grooming
Many businesses require you meet and interact personally with clients. It is imperative that you are physically prepared for any meetings with clients. Once again, let’s look at the Target analogy:
- Target is less crowded: Do your clients feel like they have your undivided attention? Do you make eye contact when you talk to people?
- Target has cleaner aisles: Are you dressed appropriately? Do your employees have company uniforms that identify them as your representatives? Make sure you are well dressed and present a professional image.
- Target has shorter checkout lines: You need to respect your customer’s time. Do you arrive on time to appointments? Do you meet your deadlines?
Are your aisles clean?
Take a look at your store, yourself, your presentations, and your marketing materials. Is everything clean and professional? If not, pull out the broom, get a haircut, or spruce up your website. Act and look like the professional you are and your clients will treat you as such.