The number one rule for any retailer is "Make your customers feel welcome." That means all customers. This may seem like an obvious thing to say, but I can't tell you how many times I have entered a game store and felt invisible. Each person who comes through your door represents food on the table and a roof over your head. Remember that, because it is easy to forget. When I enter a store where the staff sits behind the counter, does not recognize my presence or ask if I need assistance, I will probably not shop there. Not only am I convinced that they do not care if I buy anything or not, I usually end up feeling like I am a disturbance! If I have a question about a product, I probably won't ask because I don't want to bother the "busy" staff. However, there is a fine line to draw. I have also been in stores where the staff is stuck to me like glue, watching my every move, and hovering around me while I shop. This is equally unsettling. I feel like a suspect. Here are some simple ways to make your customers feet welcome and your sales staff more approachable. This will increase your repeat business and sales per customer. 1) Greet customers when they enter. This is so basic yet so rare. Whenever the door opens someone should be ready with a "Good afternoon" and a "If you need any help, just ask." Don't get out of hand on this, because consumers are very "commission- conscious." One very helpful way around this is to actually say "We don't work on commission, so if you need help, just ask anyone." You will be astounded how comfortable that simple statement makes people feel. 2) Leave customers alone for a little while. Let them browse. Keep an eye on them, but keep it subtle. If they are still browsing around after a few minutes, ask if they are finding everything they need. If they have gravitated to a certain area or product, go over to them and ask if they have any specific questions. Above all, make them feel like they are in charge. 3) Don't rush the customer. When a customer says "I'm just looking around" that typically means "leave me alone." Respect that! They know you are available to help, and will seek you out if they wish. If you keep asking if they need any help, they will feel rushed and browse their way right toward the exit. 4) Have at least two employees working at all times. It's not easy to help customers while you are guarding the cash register. When you have two or more employees working, one can stay behind the counter while the other "works the floor." They can trade off and make a nice tag-team. 5) If you don't know an answer, don't make one up. I've gotta tell you, nothing makes me exit a store faster than a salesperson who doesn't know an answer but tries to fake it. Be honest with your customers! If they have a question and you don't know the answer, just tell them. The customer won't mind at all. An important extension here is to try to find out what the answer is! As long as you try, the customer will be satisfied. 6) Hire friendly people. Sound like a no brainer? You'd be surprised. It is very easy, especially with younger customers and beginners, for the salesperson to develop a superior attitude. This makes the customer feel stupid for asking a question, and will drive them away from your store, never to return! Be supportive, helpful, and enthusiastic about your hobby. 7) Be conscious about women customers. Let's be honest here. Gaming is a big ol' boy's club with a "no girls allowed" sign on the front door. I've been to many game stores where this is perpetuated right in the store. Remember that women are getting into gaming more and more every year. You want to welcome those customers as much as the men. I will dedicate an entire article to this in the future, but keep one thing in mind. Be respectful! Don't get all squirrely when a woman enters the store. I've seen many women leave stores because they felt the salespeople were hitting on them. And keep the Vampirella posters off the walls. BRYAN WINTER IS THE DESIGNER OF THE DOOMTODOPER CARD GAME, AMONG OTHER PRODUCTS, AND HAS BEEN INVOLVED IN GAMING FOR ALMOST 20 YEARS. Back to Shadis #23 Table of Contents Back to Shadis List of Issues Back to MagWeb Master List of Magazines © Copyright 1996 by Alderac Entertainment Group This article appears in MagWeb.com (Magazine Web) on the Internet World Wide Web. Other military history articles and gaming articles are available at http://www.magweb.com