It's a Jungle Out There

The Natural Foods industry is experiencing a tremendous amount of change. Competition is increasing while consumers are becoming more knowledgeable about products. In addition, the Internet has taken a share of the market along with many other companies that have seen the natural products market as a new place to sell products.

So what is your unique selling proposition?

More simply stated: What does your company do that separates you from your competition? Most businesses would say that it is their service that sets them apart. How many times in the last 30 days have you seen a company claim they provide excellent customer service? 'The customer is number one with us!'

Ironically, most of us don't even believe them! Why? Because our daily experience tells us different! Most companies that we purchase from don't walk their talk. Yet when we find a company that creates that extraordinary customer experience, we are usually surprised and tend to tell everyone we know.

Look for things that stand out in your business. Identify the areas that you can say "we are better because ____." In the book "Up Against The Wal-Marts" by Don Taylor and Jeanne Archer, they tell the stories of businesses across the country that have survived and prospered while being right next door to Wal-Mart. They describe what these companies have done to position their company when they couldn't compete on price.

If you surveyed every customer, new and old alike, that walked out the door of your business, what would they say about their buying experience? Would every one of the customers that walk through your doors say you provide incredibly friendly service, that your staff is knowledgeable and treats them like they are one of their friends, and they make suggestions on the best products to fit their needs?

Does every customer experience the consistent level of extraordinary customer contact? Consistency is one of the keys to great service. Is each and every contact at that same high level of customer contact and service? If you create a high quality level of experience one time because one of your employees understands customer service, but the next time I visit your location I interact with someone who doesn't have that same enthusiasm, I might consider spending my money somewhere else. The businesses that deliver the same high level of friendliness and service to the customer are the ones to set the standard for customer service for every other company in their industry

How many times have you walked into a store to purchase a product or service, found someone to help you with a solution, and the employee that you encountered had no empathy for your situation? Are your employees treating every customer like they would their best friend? Are your employees asking questions to determine the customer's needs? Are they listening to their customer's needs so that they can understand what is important to the customer? Are they taking the customer to the product and taking the time to explain why this is the right solution for the customer. Does that employee take the five seconds to say thank you to the customer for doing business with your company?

Your employees are the backbone of your sales

But without the right skills, they lack the confidence in most cases to really help the customer make a buying decision. Invest the money and time to give your employees the skills necessary to communicate, listen and sell the value of the products that you offer. Customers come to you for solutions - they want someone to help them make the decision that is going to benefit them.

Would your customers say that your company appreciates their business? In any given week, count the number of times you interact with a business where they thank you sincerely for your business. Customers need to feel appreciated. They like to know that someone cares about them and appreciates where they chose to make their purchases.

Teach your employees to make eye contact with every customer and share a sincere thank with the customer for their business. Make sure every employee understands the importance of appreciation in developing long-term customers. Thank that customer for choosing your store over the countless others where they could be spending their money.

If you can't measure it, you can't manage it

If you sent out a survey with 10 questions related to customer service at your company, how would they rate you? Would each one of your customers give you an excellent rating? What suggestions would they have for improving the level of service you offer? What additional products are they looking to buy that you could be selling them?

Companies are afraid to ask their customers the tough questions. Why? Because they're afraid of the answers. Make the commitment to ask your customers what they think about your products, your service, and your employees. Ask for their suggestions. Customers can provide you with the insight on ways to improve. This investment will reap huge rewards. As the level of customer satisfaction increases, so does the level of sales.

Thanks to the Internet, most consumers are more knowledgeable than they were five years ago. Knowledge is power. Make sure your employees are trained to:

• Answer questions about ingredients and combinations of ingredients
• Sell the value of a higher priced product because of the ingredients or manufacturing process over the less expensive product
• Ask probing questions to understand and provide a solution for their customer

But do your employees know how to handle questions they can't answer? Do they know where to direct them if they don't have the answers? Give your employees direction on how you want this type of situation handled so that they are meeting your needs as well as the customers.

With more competition and more choices available to the consumer, the strategies you use to keep your existing customers and attract new customers are crucial to continued growth.


David Saxby is one of the speakers at the NNFA Convention in Las Vegas in June 2001. He is President of Measure-X, a consulting firm specializing in measurement of customer service and provides training on customer service skills and employee retention. He can be reached at 888-644-5499 or at david@measure-x.com. Check out their website at www.measure-x.com.