My first article extolled the virtues of providing extraordinary customer service. This is a key competitive edge that will set you apart from the box stores around you.

A case in point: My wife and I drove to a local restaurant and ordered a take-out meal. The only question or comment the attendant ever made was asking what we wanted. She never greeted us or thanked us. Her business will be quickly forgotten and not returned.

At our store, we have trained our staff to immediately acknowledge everyone who walks into the store with a quick, hello and welcome. If we are already helping someone else, we tell the new customer that we will be with them momentarily.

Recently, a customer remarked that they had been out shopping all day and we were the first store to greet and acknowledge them.

Some customers will tell you that they are “just browsing” when you ask if you can help them. I am quick to let them know that we encourage them to buy one of everything and to shout out if they have any questions or need help, as I leave them to their browsing.

Making a personal contact is important. A new customer to your store may attempt to keep you at arms length, not yet knowing how willing you are to serve them. They expect that you want to sell them. Light humor can put them at ease.

Often, a customer will arrive just before our normal closing time. They ask, “Are you closing?” My answer is quick: “We never close when customers are among us.”

They may smile or even laugh. However, they are definitely impressed. You’ve told them they are important and appreciated.

Just the other day, I was locking the door at the end of a long day. A car drove up and parked. I recognized a regular customer. She was an elderly lady whose adult daughter was bringing her to buy bird seed. I walked outside, opened her door and helped her out of the car.

We have all been there with an elderly grandmother. She had trouble getting out of the car, stepping up onto our sidewalk. I was there, gently guiding her way.

Pulling my stool from behind the counter, I placed it for her to sit and rest while the daughter bought the needed seed. I knew that she would want to talk and visit. My family had told me to hurry home for a backyard barbeque, yet this customer craved attention.

You bet I stayed. Helped carry the seed out to the car, and put mom back into the car. I thanked her for coming in and told her we appreciated her business. The daughter thanked me, letting me know how mom only has her birds now. Our store means much to her, she said. This is a customer who will always be ours.

A similar incident occurred in much the same way, only this time I had locked the door and was walking to my car when a car drove up to the store. The customer saw me and said, “Oh, you’re closed.” I asked him what he needed. “A bag of Sunflower Chips, I’ll come back tomorrow,” he answered.

“Please wait,” I instructed, unlocking the store door. I grabbed a bag of Sunflower Chips, brought them out and put them in his trunk. “How much do I owe you,” he asked.

“I’m not sure,” I answered. Just remind me what we did the next time you are here and we will ring it up then. “Have a nice evening and enjoy the birds,” I bid him goodbye.

When he later returned to the store and paid me, he said, “I still cannot believe what you did for me.” Do you believe that he feels that he is special and valued to me? Do you think he has ever told someone about how he is treated at our store?

Today, another customer came into the store and apologized for buying seed somewhere else. Her birds would not eat that seed, so she was back to get the good stuff.

As I mentioned in my first column, my recipe of great customer service is the critical taste test that triggers repeat purchase today.

Customer service triggers two other important elements in your business: First, customers will tell family, neighbors and friends about your business. The type of experience they had when visiting your store determines what story is told. My wife and I have no desire to return to the restaurant where we were never greeted, i.e., not appreciated.

Second, the experience customers have using products purchased from your store adds further to the reputation of your business. Using only high-quality ingredients in your recipe will make those secondary comments favorable, which is critically important to your business performance and success.

OUTTAKE

A customer remarked that they had been out shopping all day and we were the first store to greet and acknowledge them.