“Thank you for calling Gerard Automotive, this is Tina, how can I make your day?” I tell Tina that I’d like to schedule an oil change. And she replies, “It would be my pleasure!” Whenever they say that, I just get a little happier inside knowing that it would be somebody’s pleasure to solve my little problem. Gerard Automotive’s response to my mundane, day-in day-out phone call gave me a little joy. And so I remember them… and keep calling them. This is a perfect example of a non-negotiable, which is done every day, for every customer. They help staff be more professional and memorable and cause customers to remember us for doing something different. I’m not talking about turning your people into robots that give the same response to every single customer, I’m talking about individualising a common statement or procedure that is different from every other jewellery store in the world. Some great jewellery store non-negotiable examples I’ve seen are as follows: - Every repair is delivered laid out on a nice sales tray with a chocolate, not removed from a plastic envelope
- On entering your store, every customer is greeted within a certain time frame, say 5-10 seconds
- Every customer is greeted on the customer’s side of the counter
- Every sale is followed up with a “thank you” of some sort
These are just a few examples, but when we have great non-negotiables and stick by them, we create an environment of excellence and customers fall in love with the experience. And better still, they tell their friends. Isn’t that the best advertising! |