Page 3 - The Arlington Times - February 2019

ARLINGTON BUSINESS DISTRICT - Shop Riverside. Buy Arlington!

THE HEART OF BUSINESS

“It’s not what you sell, It’s how you sell it.”

This is not only a befitting topic for Marketing and Business Tips, but it is also timely, as we are
heading into the Valentine's Day shopping season. Billions are spent during this season as gifts
are exchanged to show Love and Appreciation to our significant others. This would be a great
time to reflect and show our customers appreciation and love for their patronage and loyalty.

As business owners, we must always be focused on our customers, their needs, shopping habits
and how well we are fulfilling their expectations. However, it is also important to know some things
about them on a personal level. This is how we build at the very least good customer relationships
that often can turn into friendships and on some occasions, become a part of your family.

Building relationships and making connections with customers is a part of community development.
Our goal should always be to provide a level of customer service that gives customers that feeling
of “I’ve got to come back here soon”. We should provide the type of service that gives our customers
an experience that connects them so strongly that they will want to help promote the growth of our
businesses.

Once you have achieved the success of making the connections with your clients, customers and
patrons, you have built one more link to the community. Your business grows as a result of great
customer experiences. Your customers will tell their friends and family, and so on and so on, which
promotes the growth of your business. Your sales will increase and can expand your products and
services. When your customers and clients think of you as friend or family, you have gotten to the
Heart of Business. Remember, “It’s not what you sell, It’s how you sell it.”

Below are a few tips on how we can share Love and Appreciation for our customers;
-Acknowledge your customers when they arrive and find out if they need your assistance
or if they wish to navigate through your store on their own.

-Remember important dates about your customers such as anniversaries, birthdays, etc....

-Practice subtle strategies for both showing customers what you have to sell and what you
have heard them say they wanted.

-Provide input and information on new products and services, but don’t be forceful on up-sells.

-Make sure that your sales team are fully trained and equipped to provide the optimal customer
service experience.

-Customize your approach and interactions with every customer based on their unique profiles,
use data collected from customers input and most importantly, from what you heard them say to you.

-M. Bernard Edmonds, I