As we got off the airplane on a recent trip, the Delta flight attendants and pilot gathered at the doorway to say goodbye to us in what seemed like a personal and kindly manner (totally in opposition to the rude David Spade flight attendant who made the term “Buh Bye” famous back in 1994).  The sincerity of their words were perhaps influenced by the fact that as soon as we got into the terminal we were handed a card inviting us to participate in an online customer service survey, but I tend not to think so cynically.

Instead I’d like to focus on the importance of making a good final impression. As soon as someone has left your store, they can either become an ambassador for your business — or a complainer who may post a review on Yelp or other social medial that will decrease the likelihood of their friends and even total strangers ever stopping in.

One opportunity that is often overlooked is the chance to say thank you to someone who has come in and not made a purchase. Hopefully you’ve already warmly welcomed the browser into the store, and offered to answer questions or make suggestions.  You won’t know why he or she leaves without buying something. Perhaps they were looking around for gift ideas for a future event, or maybe they just had some time to kill. You may not have had what they were shopping for (as my husband Dean likes to point out, having desirable merchandise in stock is part of good customer service).  Or they may have gotten a text message saying they need to rush home.

Since you can’t know the reason the customer is leaving without buying anything, it’s important to act in a way that will encourage them to come back. Thank them for stopping in, and say sincerely that you hope to see them again.  “Have a nice day” has gotten rather trite, so try to think of a better way to convey your good wishes.

The customer who has made a purchase gives you and your staff a better opportunity to make a positive final impression.  Offering to box or gift wrap an item, and pointing out that you carry greeting cards and gift enclosures, shows that you were listening when the customer mentioned that they are buying a gift.  We like to ask if a customer would like a bag, and if they say they’ve brought their own we offer a small chocolate coin in thanks (bags can cost us as much as 60¢ each, and chocolate is much less expensive).  If we see a bike helmet, we ask if they need a bag that can be carried on a bike. And it seems like it would be helpful, we ask that our staff offer to carry a large item to the customer’s car.

The way the credit card or change transaction is handled is another opportunity for a gracious interaction. And of course the most important words we can say to a customer are thank you — especially since we know we really mean it.

Happy Retailing,

Carol “Orange” Schroeder