A good friend of mine works in the retail business. Within the weeks leading up to Christmas, business was brisk – the store was busy, there were a lot of purchases, and the sales revenue through December 24 was very strong. All in all, the mood was positive.
But there’s a funny thing about the retail business and the holiday season… It ain’t over till you’ve tallied the returns. And the returns tend to come fast and furiously in that week between Christmas and New Years. So despite the strong sale numbers through the 24th, there was a huge “Yeah, but the returns can kill us!” sentiment among the employees.
But the outlook needn't be so sour – it all depends on how you view the “Return.”
You can view the return as a transaction, or you can view the Return as an engagement.
The transaction is something simple – it’s accepting the purchased goods back, checking the receipt, and issuing a refund or a credit. The customer leaves the store, and you move on to the next transaction. Dull, un-engaging, and yes, potentially downright depressing.
But an engagement is different. An engagement happens between two people. It’s when thoughts and feelings are exchanged, and when emotions are stoked. Good engagements lead to good relationships. And good relationships lead to good business. Good business, strong business and enduring business.
So when that customer walks into the store with the item that they previously purchased, put on your engagement glasses, and approach the process differently. Engage with the person, not the product.
Focus on these three goals, as you approach each return:
- Re-solve the original need. Chances are, it’s still there. The product that was originally purchased wasn’t the right solution that you and the customer originally thought it would be. Ask questions, re-assess the need, and come up with another solution that you both agree on. Often times, returns can turn into bigger sales than the original sale.
- Prove that you’re easy-to-do-business-with. Returns are a pain for everyone, including the customer. So use this opportunity to show how easy you are to work with; why the customer should keep you on their “short list” of preferred sellers to buy from in the future.
- Engage the customer. Be human, and be memorable. Execute what’s known as “The Deep Bump.” The Deep Bump is a technique used at conferences, where you want to strike a balance between meeting as many people as possible, and making a memorable impression on each person, within what’s often a short conversation.
So there you have it – focus on re-solving the original need, prove that you’re easy to do business with, and engage the customer. Focus on these three objectives with every return, and you’ll start to see returns as opportunities – which they really are.
Oh, and my friend in the retail business? She tells me that the final results are in. They had a record year. Many of those dreaded returns somehow turned into even juicier sales, and even sweeter relationships!
