E very time you interact actively or passively with customers, impressions of your store are formed that impact how likely it is that a customer will buy from you now or buy from you ever. It is obvious that you are establishing a relationship when you talk with a shopper or explain the features and benefits of your products. But you are also building relationships when people drive by your store, hear a radio ad, talk to one of your customers, see a display in the mall or at the home show. You must take advantage of these interactions as well if you are really going to use relationships to your advantage.
Good relationships extend far beyond relationships with people.
Good customer relationships however, cannot be built without good relationships with people. By having your salespeople recognize customers. Your customer will start out feeling more comfortable with the store, your sales person and the entire sales process. Lack of trust, panic and buyers remorse are all symptoms of poor customer relationships and non-existent customer loyalty. When your sales staff quickly establishes rapport with consumers, discovers their needs, and finds ways to meet them, the result is additional sales with larger average tickets.