What If... We Could Seize Every Opportunity?
by Danny Summers
What if... you could seize every opportunity to welcome every person who walked through your gates or through your doors? (I'm not talking about a used-car salesman approach here, but a welcome to our house type greeting.)
What if... we were coming to your home for a special meal or function? The idea of welcoming everyone would certainly be what you would do and what we would expect, right?
So, why the difference?
I realize that the sheer number of people who will enter your Center in the next few weeks is greatly increasing, so the idea of being able to welcome each and every one of them is most likely not possible. However, if that is the goal, then more people will feel welcome and engaged.
Last fall, Sid Raisch challenged us to consider what the difference could be if we somehow knew every customer who came to your Center with the intent to purchase a larger amount for a particular plan or project.
And, if we didn't somehow engage that person to learn about their plans, they could simply leave. And we would lose the Opportunity to serve their needs and wants.
Do you remember a number of years ago when Walmart had Greeters? It was most often a "senior" associate, and their job was to officially greet you when you walked into the store. Do you know how the idea for a Greeter started? It started with Sam Walton.
For years, Sam Walton would attend every new store grand opening and would be at the front door, greeting customers as they entered. In the mid-80s I just missed seeing him at a new store in Florida. He had been there all morning and left minutes before I arrived.
Obviously, as retailers grow larger, it becomes more difficult to maintain a personal approach. That's the challenge growing companies have in maintaining the practices that brought them success in the first place. If Sam Walton were here today, I am sure he would be amazed at the growth his company has experienced, but at the same time, I think he would see a number of areas where they have really missed Opportunities to be better and, of course, be closer to the original culture he created.
Sid, after seeing my message here, expanded on his ideas from last fall (and is even more relevant today. Here's his addition to this message:
Some of these competitors are undoubtedly also displaying some garbage plants, like I saw at the front entrance of a Walmart last week, right next to a beautiful display of Bonnie Herbs & Vegetable plants. But the customer is there, and the IGC plants aren't, and there is at least some temptation, and some of the IGC customers succumb to it. Even if a consumer has sworn off box store plants because they've had bad results, or they're seriously loyal to an IGC (we don't want to hold that idea too tightly) they're going to face convenience as an option at times.
The discerning and defining difference is how the consumer "feels" about the engagement...Do they feel welcome?
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Do they feel appreciated?
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Are they inspired?
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Do they receive the help they may need?
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Are they confident about the product they could buy?
It's always going to be the personal engagement with customers that will "Seal the Deal" of value at the IGC and completely separate them in the consumers mind from all competitors, if everything else is as it should be with the store, the product, and presentation - IF that personal engagement is right.
If not, the opportunity is being missed at least to some degree whether it be the amount of purchase, the desire to return, the word of mouth, willingness to travel somewhere they otherwise wouldn't, or any other factor."
You have a wonderful Opportunity to establish and reinforce a culture you wish to create in your Center... to greet and engage every person that enters through your gates.
There really is no what if here. But rather... WHY NOT!!!
I challenge you to set the goal to engage every customer and see how that can make a difference. The end result may just be more happy customers!
And, with Sid emphasizing engagement above, that points directly to Dan Gingiss, The Experience Maker, that will be with us at The Fall Event 2025! You can see all the details, registration and grab your hotel room now HERE. WHY NOT?
PS: Walmart eliminated its Store Greeter positions in 2019. Now, you will only find more security positions checking receipts, and they are facing customers as they exit rather than greeting people as they enter the store. This is something "Mr. Sam" would most likely not be happy with today.
Sharing is at the heart of The Group and your ideas are very important. If you have any trouble logging into The Group WebSystem, please let me know. Are you and your staff all subscribed to our eLists such as GroupEs, Retail-Grower, Retail-Landscape, Owners-Only, and a number of others? Need help subscribing? Let me know so I can show you how you can sign up.
Danny Summers
[email protected]
Tel: 678-909-7770
Cell: 678-761-7145
REMEMBER: Your interaction (by phone and email) with Group Service Providers such as Tim Quebedeaux, Sid Raisch, John Kennedy, Jean Seawright, and of course Danny Summers are included in your retainer!
