Dear Mr. Sports Store Manager Guy,
I just want to buy a bike. That’s all I want. I want to give you my money – cold, hard cash right now – in exchange for decreasing your product overhead. This is going to be an easy sell. Is your store the best place to buy my bike?
Before you answer a quick “yes”, I would like to tell you a little about myself and propose some questions for you.
I really like it when I can “test-drive”, touch, see with my own eyes what it is I want to buy, especially when it comes to a bike. There are a lot of options out there, and I want to be sure I make the best decision for me. That means it would be best if you had bikes in stock and on the floor, right? Would you mind going to see if you do?
I also really like it when at least one employee genuinely acknowledges that I am alive and am in your store. If at least one employee asks me, “Can I help you find something?” I am ecstatic. When your employees treat me like I’m a ghost or a burden, especially when I am looking for something more significant than paper towels, I get really sad. No, actually I get pissed off. Especially when I’m within eyesight of a group of employees just standing around trying to flirt with each other. And that brings up the age-old question: Why is it that whenever I am looking for help, no one’s around, but when I want to be left alone, everyone’s in my way and asking me if I want to sign up for a store credit card? Anyway, I just like some assistance and a friendly employee to be around to answer my questions and help make my shopping experience a pleasant one. So, what kind of people do you employ?
The final thing I really like is when the employee I ask a question to is knowledgeable about a product line and your store as a whole. The whole purpose of having employees on the floor to answer questions and provide helpful customer service is pretty much defeated when a) they have no clue what I’m talking about, b) they make no effort to help me find the answer, or c) they’re nowhere to be found. Don’t you agree? Sometimes I wonder why some people are even getting paid to be of assistance and serve the customers. So, have your employees received enough training? Are they kept up to date on current happenings throughout the store?
Now please don’t get me wrong – I do not expect your employees to bow down and worship me and serve me like I’m 500% better than they are. I just expect them to be helpful, hospitable, friendly hosts to me, the guest in the house. I don’t think it’s wrong to have expectations like that. I just know that I really like it when I’m in a store and am treated the way someone else would like to be treated if they were a guest.
Now that you know a little bit more about me, is your store really the best place for me to buy a bike?
Wanting to be your customer,
Marianna
PS – I am enclosing a copy of the book QBQ: The Question Behind the Question by John Miller for you to read and hopefully pass on to your team. I am certain it will be of great benefit to all of you.