My parents’ retail business was central to my family’s life. Before I was old enough to serve customers (that would have been the ripe old age of eight), my parents put my dexterity to work fashioning bows that sales personnel quickly tied onto packages during the busy Christmas season. You have to realize that I’m referring to the olden days before handy gift bags and wired satin turned the art of creating a pretty package into a simple task. In our store we meticulously wrapped boxes with fancy paper tied with ribbon that had to be looped, twisted and curled to achieve the final elegant effect.
Indeed, a beautifully gift-wrapped package was signature of our store and symbol of the “total package” of quality we extended, but even more important was the manner in which sales personnel approached customers. The ultimate offense was to ask, “Can I help you?” Of course, we could help the individual. Didn’t we have arms, hands and legs attached to body with a brain?
“May I help you?” was also unacceptable because the question elicited a yes or no answer. “No, thank you, I’m just looking.” Looking for what?
At Dorchester Jewelers we inquired, “How may I help you?” Stated in a warm, friendly manner, the inquiry conveyed a willingness to serve and facilitated a meaningful exchange. “You could show me some silver bracelets.” “I’d like some suggestions for a wedding gift.”
Raised in retail, I can tell you this for certain: There’s an art to asking the right questions and guiding a customer to a selection of merchandise that results in a mutually satisfying transaction.
I also learned that while giving a customer the space to browse is polite, staying away too long or disappearing is sales suicide. (Isn’t it frustrating to find that all the salesclerks have evaporated just when you need one?) In our store, whether or not the visitor intended to make a purchase, I knew to remain close without hovering to answer questions and retrieve requested items from the showcases, if desired.
Although many of us today work with clients we never meet in person, often conducting transactions via emails and websites, we can express a how-may-I-help-you attitude in numerous ways and in virtually any exchange of goods and services:
We can communicate our interest in our customers and convey a desire to provide information that helps them make optimal decisions.
We can create satisfying encounters, including for those who are “just looking,” whether communicating face-to-face or online.
We can adhere to policies that ensure our customers receive the best possible services and products in return for the time and money they invest with us.
As in the past, a how-may-I-help-you attitude remains a foundation for good business.
Sallie W. Boyles, a.k.a. Write Lady