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Useful Advices - RETAIL GREETERS: Sales Builders or Customer Turnoff?
Do you need greeters or should you avoid them? That is the perplexing question many retail organizations are struggling with today. Often touted in the press as the perennial example of the benefits to employing greeters,Walmart has hung on to its practice faithfully. But does it work and if so, will merely placing any warm body with a forced smile at the door to your store do the trick of con
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
verting entering customers into satisfied shoppers?
Not necessarily, there is much more to successfully using retail greeters to affect a significant difference in your bottom line. The basic problem lies with retailers who do not adequately define what it is they hope to accomplish. Retailers and greeters need to fully understand their function.
Establishing goodwill with customers is the s
Not necessarily, there is much more to successfully using retail greeters to affect a significant difference in your bottom line. The basic problem lies with retailers who do not adequately define what it is they hope to accomplish. Retailers and greeters need to fully understand their function.
Establishing goodwill with customers is the s
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
le reason for using greeters. Four fundamental purposes and their
corresponding methods for using greeters must be applied in order to accomplish this goal.
These are:
1.Acknowledge the customer.
Purpose Most of us pass much of our time in a very impersonal world. Unless we live in a small, rural community or have celebrity status, we receive little personal acknowledgment. From the gas
These are:
1.Acknowledge the customer.
Purpose Most of us pass much of our time in a very impersonal world. Unless we live in a small, rural community or have celebrity status, we receive little personal acknowledgment. From the gas
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
tation, which in most cases is now pay at the pump self serve, to the grocery, department or discount store, we have become nameless. Even when a store clerk or restaurant server holds our identity, in the form of a credit card, firmly in
the palm of their hand, it is a rare occasion when they take the initiative to address us by name. All too often, our credit card and receipt are returned w
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
th little more than a blank stare and monotone "Thank you."
Method Establishing eye contact on a one to one basis is the key. Far too often greeters do not grab the customer's attention by looking them squarely in the eye. Greeters may be preoccupied or self-conscious and thus fail to establish this critical first contact. Pushing a shopping cart into the customer's path or thrusting a sale
Method Establishing eye contact on a one to one basis is the key. Far too often greeters do not grab the customer's attention by looking them squarely in the eye. Greeters may be preoccupied or self-conscious and thus fail to establish this critical first contact. Pushing a shopping cart into the customer's path or thrusting a sale
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
circular into their hands does not establish real contact, at least not in the positive sense.
2.Give the store a friendly atmosphere.
Purpose We all want to shop in a friendly place, but what does that mean? When we think friendly we do not picture a store with the staff gushing all over us or where we feel pressured into buying. We usually do not want to be sold on anything. We instead
2.Give the store a friendly atmosphere.
Purpose We all want to shop in a friendly place, but what does that mean? When we think friendly we do not picture a store with the staff gushing all over us or where we feel pressured into buying. We usually do not want to be sold on anything. We instead
ucts have become life saving products for the pharmaceutical companies who doesnt have many innovative molecules in their product pipeline and have been inc
ant the opportunity to sell ourselves on whatever needs we came into the store to fill and the benefits we can expect from making a good purchase decision. A friendly atmosphere simply means a place where we feel welcome, comfortable, free to browse around and shop.
Method We create this friendly, but non-threatening environment by greeting the customer warmly and personably, not mechanical
Method We create this friendly, but non-threatening environment by greeting the customer warmly and personably, not mechanical
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
y. A feigned, half-hearted or forced smile is a dead giveaway to the entering customer that you rather they would go away and not bother you. Customers entering the store may be in a hurry, themselves preoccupied or even in a bad mood. The greeter's job is to change that customer's mindset, if only for a moment, by eliciting from them a responsive smile to that of the greeter. I will venture t
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
at you too have experienced this. You fly through the door of a store, stressed and anxious from being behind schedule and having three more stops to make on your way home, when suddenly you are arrested by the warm smile and genuine "hello" of an unknown individual adding to your life a much needed ray of sunshine at that moment. No, your harried schedule and tardiness haven't magically disap
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
peared, but the ice is broken and you smile back with a momentary sigh of relief because of one friendly, personal greeting. Some stores have opted to take this a giant step further. In the U.K., ASDA supermarkets recently began advertising for 100 talented actors and actresses to serve as greeters. According to Sally Hopson, Director of Customer Services at ASDA: "Greeters give the first impr
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ssion of ASDA when a customer walks through the door. If we can find someone who can make our customers smile and their shopping trip more fun, then that's what we will do."
3.Inform and offer help as needed.
Purpose Frequently we do need help from the store's employees. While no one wants to be hounded by overzealous salespeople, it is even more frustrating to want to buy something and be
3.Inform and offer help as needed.
Purpose Frequently we do need help from the store's employees. While no one wants to be hounded by overzealous salespeople, it is even more frustrating to want to buy something and be
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
unable to find anyone willing or competent to help. I have walked out of stores vowing never to return for this reason more than any other. Having sold myself, now all I want is some assistance so that the purchase can be completed.
Method The solution here is simply to first offer information and then if necessary, follow up with direct assistance. A perfect example is my local ACE hardwar
Method The solution here is simply to first offer information and then if necessary, follow up with direct assistance. A perfect example is my local ACE hardwar
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
store. A few years ago Home Depot built a new mega store on the hill directly overshadowing the local ACE store. Now, I also shop the Home Depot store as they have lumber and many construction items the hardware store does not carry, but for items the ACE store sells, I am a loyal customer. Why? Simply because when I walk in the door there is always someone at the cash register and if they ar
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
e not serving a customer, they will turn and say "Hello." Then as I walk toward the main aisle, invariably someone will greet me and ask if there is anything they can help me find. I am in that store every week and most of time I know exactly what I want and where to find it, but I also know that in the event I need help their employees are always willing and ready to assist me. Greeters shoul
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
not only welcome and acknowledge entering customers, but they can also help by asking questions, updating customers on the latest offers and sales and telling them what is new and exciting in the store since their last visit.
4.To empower the customer.
Purpose Today people want to control their own destiny, including when they are shopping in our stores. Give them the ability to do this a
4.To empower the customer.
Purpose Today people want to control their own destiny, including when they are shopping in our stores. Give them the ability to do this a
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
d they will respond positively.
Method As I said before, customers today do not want to be sold; they want to be empowered to decide for themselves. We need to do everything possible to enable them to do this. Victoria's Secret understands this perfectly. Their customers are divided into two very distinct groups, women who generally know what they want in the store and typically only requi
Method As I said before, customers today do not want to be sold; they want to be empowered to decide for themselves. We need to do everything possible to enable them to do this. Victoria's Secret understands this perfectly. Their customers are divided into two very distinct groups, women who generally know what they want in the store and typically only requi
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
ing help with colors and sizes and men who, in general, have no clue as to what they are there for and are often embarrassed at even being in the store.
Victoria Secret's sales staff is well trained to handle both types of customer and tend to be especially adept at making their male customers feel at ease. A true attitude of being helpful, of having the customer's best interest at heart and
Victoria Secret's sales staff is well trained to handle both types of customer and tend to be especially adept at making their male customers feel at ease. A true attitude of being helpful, of having the customer's best interest at heart and
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
of serving their needs ensures this outcome. Nothing encourages me to make a buying decision more than when I sense that the salesperson is looking out for my best interests, rather than just trying to make a sale. This is because good, old fashioned TRUST is the foundation that builds customer relationships over the long term.
We have all had negative experiences with greeters including car
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
ealerships where salespeople eyed us up and down like vultures to determine whether we were a bona fide buyer or just a tire kicker before we even walked in the door and computer stores, where for instance, sales personnel seldom take the time or interest to listen to our questions, preferring to simply push the newest hardware and software gadgetry at us.
Whether or not you have appointed gr
Whether or not you have appointed gr
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
eters at the door of your establishment, it is essential that every employee
understand and actively practice these four principles of establishing goodwill with every customer they encounter. In so doing, they will give your store a small town, friendly personality that delivers a caring, positive experience shoppers will want to return for again and again.
Copyright 2005 by John Di France
Copyright 2005 by John Di France
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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