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5 Blunders That Kill Retail Sales

Updated on May 5, 2017
PegCole17 profile image

Peg owned an antique and collectibles store and a hair salon selling products and services. She shares tips on learned retail experiences.

Retail shops in a rural area need convenient parking spaces and friendly salespeople.
Retail shops in a rural area need convenient parking spaces and friendly salespeople.

Can I Help You?

We've all experienced that overzealous salesperson who thinks they're helping you when all you really want to do is browse. Shopping malls used to be prime real estate for franchises that lent familiarity and comfort to shoppers. In the era of declining sales, the kiosks with commissioned salespeople may have done their part in running off business.

Nothing tends to aggravate a customer like an aggressive employee who insists you will love their latest fragrance and sprays it on you without your permission. On the other hand, the snobbery of the elite in cosmetic counters is a well-known deterrent.

Striking a happy medium between offensive behavior and smug condescension is a tough call.

Sticks and Stones

Along that line, in some retail outlets there are clerks whose primary role is to stock the shelves. They are not interested in customers who want to touch, feel or otherwise manhandle the precious merchandise they've so carefully arranged. The way to truly deter a shopper is to allow these territorial employees to interact with customers.

If you've ever been told by a sales clerk that "customers are stupid," that means you are no exception. There is no quicker way to lose a potential sale than to insult the shopper. Once at a large retail outlet, I asked for help finding merchandise in a different size. I was told, "If the customers weren't so stupid, they'd put stuff back where it belongs." With that, the gentleman reached behind some things on the shelf, found what I was looking for and shook it at me. Before I could take a look, he tucked it into its proper place on the shelf. Score one lost sale.

Don't Touch the Merchandise

Another thing that store clerks do to deter sales is take the product out of the shopper's hands. In sales basics, the aspiring salesperson is taught that the ideal way to gain the customer's interest is to place the product in their hands. That experience allows the customer to feel the packaging, read the label on the product, and reach an approval of whatever made them pick up an item to begin with.

For a salesperson to take that item out of their hands and return it to its proper place on the shelf is tantamount to saying, "Don't touch the merchandise." Many shoppers will comply with this and walk away empty handed.

Signs are another area of concern for the discerning customer who's hungry.
Signs are another area of concern for the discerning customer who's hungry.

Paper or Plastic?

Sometimes we find ourselves shopping at resale shops or non-traditional places like flea markets, thrift stores, or garage sales. These are not the ideal places to expect proper packaging yet, when an attempt is made to bag up the purchase it must follow certain guidelines.

Shopping at a local resale shop, I found the perfect item to add to my collection of useless bric-a-brac and dust collectors. The retail shop owner was behind the counter eating her lunch, a noxious burger loaded with pungent onions, when I decided to check out and pay for my item. With greasy hands, she took the item from me, emptied her Burger King bag of its remaining French fries and placed my purchase in the stained and odoriferous bag.

Packaging is important. It's what allows the finer department stores to claim the higher prices. They carefully fold the item of clothing, wrap it in tissue paper and insert it into a clean and beautifully decorated bag emblazoned with their logo. To enhance customer loyalty, they use shopping bags with elegant handles to package up the items.

Items on Display

Items used for display need to be of the highest quality. While shopping at a retail outlet I noticed a display dress suspended from the ceiling of the store. Running along the length of the dress bottom was a large stain that looked like it might be blood. Instantly, I assumed that their merchandise was either previously worn and returned by customers or used by employees before being sold. In either case, it was not appealing in a retail clothing store selling new merchandise.

According to Bloomberg, 8 out of 10 entrepreneurs who start businesses fail within the first 18 months. A whopping 80% crash and burn."

The salon below was open only months before they closed their doors for good.

Convenient parking taken up by the salon owner
Convenient parking taken up by the salon owner

Parking Wars

For the standalone stores that are on the rise, the need for adequate, safe and convenient parking is key. When I owned a store on an historic downtown square, street parking was seriously limited.

It was amazing to discover that many of the shop owners parked their personal vehicle in one of the two designated spaces at the frontage of their stores. One innovative store owner decided to park in the adjacent shop owner's allotted spaces. Her plan backfired when the other shop owner started parking in the first shop owner's space in retaliation. Neither solution benefited their intended clientele.

Most customers want convenient access in a spot near the store. Without that, they are likely to shop at other locations that offer adequate parking.

Allergies seem to be on the rise which can also interfere with sales. At one particular lingerie store in the mall, entering the store guarantees an instant bout of uncontrolled sneezing. My companion faithfully waits for me to shop and return to the bench outside, refusing to go inside the store. He has plenty of company out there with the other men who are either allergic to heavy perfume or embarrassed by the busts of manikins displaying scanty items at eye level.

Another way to avoid sales is for the employee to yell across the store asking if there are any more size triple A brassieres in the back stock. Although that's never happened to me, I've overheard it.

Eating out in casual places that are occupied by the locals can be intimidating.
Eating out in casual places that are occupied by the locals can be intimidating.

Drive Off Business

Another way to discourage new business is to already have a full complement of regulars whose presence is both a comfort and reassurance that you're successful. Nothing beats visiting a store or restaurant for the first time and being ignored in favor of friends or family who receive special privileges over newcomers. Small town eateries are famous for this sort of marketing technique.

Although it's nice to see a familiar face, if you're not one of the in-crowd, it feels awkward when Billy or Bobbie hoots and hollers across the room about local goings on that don't include you and never will. Face it, you're not welcome.

Tonight's Special - Spaghetti with Special Sauce

For some business owners who've built a monument to themselves, they don't care if business comes in the door. For others, who truly want to make a living, it's important to see things from the customer's point of view. Although the much-used adage, "The customer is always right," doesn't apply in every case, business owners need to treat their patrons with dignity and respect if they want to continue in business.

If a business owner is absent due to reasons beyond their control, one good measure of how they're doing can be seen by sending in secret shoppers from time to time to test the water. Those anonymous shoppers can tell in an instant what's right and what's wrong with a particular establishment. Fixing what's broken will result in an improved atmosphere, happier clients and an increased profit margin.

© 2017 Peg Cole

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    • Just Ask Susan profile image

      Susan Zutautas 2 weeks ago from Ontario, Canada

      Things have sure changed over the years. I find that store employees just don't care about their customers anymore. I've boycotted many places where the store employees are rude or just don't give a damn about anything.

    • Glenis Rix profile image

      Glenis Rix 2 weeks ago from UK

      Nowadays I sometimes get a slip with my receipt asking for feedback on the service that has been provided and promising entry into a cash draw if I participate. These surveys are usually by businesses whose service is already excellent. I recently received appalling service from an incredibly ill mannered shop assistant and emailed head office to complain and to enquire if they gave training in customer service to their staff. Hopefully it had an impact. But, generally speaking, if businesses pay minimum wage then they are not going to get staff who provide polite service with a smile. Society in general seems to have become increasingly disrespectful through the years. I had an uninvited hawker at my door yesterday and I wouldn't repeat the abusive language hurled in my direction when I declined to buy from him.

    • marcoujor profile image

      Maria Jordan 2 weeks ago from Jeffersonville PA

      Dear Peg,

      As you know, my first job was cashier at F W Woolworths. I can totally relate to your observations - love your wry humor!

      I love this Barrett Strong song - never knew the artist's name before, have known the song since way back.

      Oh lawd, I love me some "Fried Green Tomatoes"...what a belly - laughing scene with Kathy Bates.

      And it may be awhile before I eat spaghetti...so thanks for that... ;)

      Love you and such a treat to see a new hub from you, mar

    • FlourishAnyway profile image

      FlourishAnyway 2 weeks ago from USA

      This was a superb article and the examples were perfect. Love that dress and the bait sandwiches sign. I bet they are delicious, haha I used to go with my daughter to a local nail salon for manicures and pedicures and would also treat my nieces when they visited. The last time I visited they were very busy, and I had been waiting about 20-30 minutes. They knew I was next. The man finished with his prior customer and summoned me but before I could make it to his chair, in the front door walked a young beauty queen type who cut right in front of me. It was obvious she was accustomed to special treatment. He told her to come this way. I walked out and have never been back. She may be more beautiful but I have the money to pay for it and I tip well. I was really sad and insulted.

    • PegCole17 profile image
      Author

      Peg Cole 2 weeks ago from Dallas, Texas

      Hi Susan, It seems that you're right about prevailing attitudes. I was appalled at the videos I watched on the subject of customers and what a pain it is to wait on them. Thanks for stopping by to share your experiences.

    • PegCole17 profile image
      Author

      Peg Cole 2 weeks ago from Dallas, Texas

      Hello Glenis, Those surveys seem to be generally ignored by the stores that really need to hear about their customers' experiences. It is amazing that some of them stay in business. I agree that you get what you pay for in terms of service. Thanks for coming by.

    • PegCole17 profile image
      Author

      Peg Cole 2 weeks ago from Dallas, Texas

      Hello dearest Mar, I'd forgotten about your early retail experience. I also began my career at a dimestore and learned so much while there. Our manager was known to lurk behind the shelves and stare at employees and customers. He was continuously on the alert to shoplifting and ran off more than his fair share

      I'm glad you liked the Kathy Bates clip. It's one of my favorite scenes from a classic movie. And the Barrett Strong song is an all time favorite, too. The spaghetti scene was just too fun to leave out. Thanks so much for liking it as much as I do. It's better than NutriSystem as an appetite suppressant. Love you, too. P

    • ChitrangadaSharan profile image

      Chitrangada Sharan 2 weeks ago from New Delhi, India

      Very interesting read and completely relatable!

      Retail stores have their plus and minus points. I agree with most of your observations. But sometimes we do not have much options rather than go to the retail store nearby.

      Loved the humour in your hub and the videos!

      Thanks for sharing!

    • moonlake profile image

      moonlake 2 weeks ago from America

      We had a shop in our town, very expensive. Owned by a family first the dad and then the son. The employees had their noses high up in the air I could never figure out why. They had to work for a living I was the person in their store that didn't have to work. I should have had my nose in the air.

      One day my daughter and son-in-law came for a visit. They ask me to watch the babies while they went shopping for winter coats. They headed to the snobby shop. That shop carried best and most expensive brands. The owner was there and he treated them as if they didn't have a dime in their pocket. My millioner son-in-law was not going to put up with that kind of treatment and walked out without buying a thing.

      That shop lost so many customers because of their bad attitude. Their out of business now.

    • PegCole17 profile image
      Author

      Peg Cole 2 weeks ago from Dallas, Texas

      Hello Flourish, Thanks for sharing your customer service experience at that salon. It is disturbing sometimes the way people treat their customers. Sometimes it feels as if we're invisible.

      I love that sign on the Bait Sandwiches place, too. There was another store in Murphy whose sign said the same thing until the road was widened and they tore the place down. Now there's "O Donut" to replace it. It reminds me of the roadside cafes that advertise, "Eat here, get gas."

      Thanks for stopping in and for your great comment.

    • Glenis Rix profile image

      Glenis Rix 2 weeks ago from UK

      I was so entertained by this article Peg (Peggy?) that I'm now running late for a meeting with friends. Watched every video. One of my favourite films ever is Fried Green Tomatoes and I love the scene were she runs her can deliberately into that of the girl who snatched her space. How I empathise with that character!

    • Blond Logic profile image

      Mary Wickison 2 weeks ago from Brazil

      Your example of the woman putting your purchase in her hamburger bag shocked me.

      I have had some excellent customer service and some which was appalling. I used to be a store trainer and a big part of that was teaching customer service.

      You've given some excellent examples of what turns people off.

    • GiftsByDiana profile image

      Diana Burrell-Shipton 2 weeks ago from Hubbard, Ohio, USA

      Yes !

      As a shop owner, I've seen it all and have learned from my years of helping my Grandparents at the flea market in the 70's and my Mom in the antique mall in the 90's.

      Now, with my own shop that started out as Mom's until she got too sick), I am careful to try to make our "Treasure Hunt" a fun experience.

      More shopkeepers need to remember what it's like to be a new customer.

    • MartieCoetser profile image

      Martie Coetser 2 weeks ago from South Africa

      No business owner can afford bad-mannered and unprofessional staff. Internal training should therefore be an ongoing program. I hope this hub will be read by those who need to know what kills retail sales. Thanks, Peg, for tackling this topic.

    • PegCole17 profile image
      Author

      Peg Cole 2 weeks ago from Dallas, Texas

      Hello Chitrangada, Yes, sometimes we have little choice in retail shopping. We were just remembering the days when we first moved out to the country and had to drive nearly twenty miles to the nearest grocery store. Now, we have a WalMart which is convenient, if sometimes less than hospitable. Thanks so much for your kind remarks and for stopping in.

    • PegCole17 profile image
      Author

      Peg Cole 2 weeks ago from Dallas, Texas

      Hi Moonlake, It's so good to see you again. Sorry you had that unsatisfactory experience with the snobby shopkeepers. That kind of service often makes me wonder why people go into business.

      Years ago when I worked in New Accounts in a bank, a mature male customer came in wearing faded bib overalls. He was there to renew his jumbo certificate of deposit (over 100,000 dollars). That was when I learned that looks can be deceiving.

      Nice to see you today, and thanks for the helpful comment.

    • PegCole17 profile image
      Author

      Peg Cole 2 weeks ago from Dallas, Texas

      Hello there again, Glenis, Sorry to make you late to your appointment but thanks for reading and watching the videos.

    • MsDora profile image

      Dora Isaac Weithers 2 weeks ago from The Caribbean

      Very good success tips for business owners and employees. Added to all these examples, I remember walking into a store and the owner never looked up--until I started down an aisle where I would be out of her view, then she quickly rose and stood where she could see me--still not saying anything to me. Compare with another business owner who greeted me like a neighbor and was as helpful as can be. Both the owner/clerk and the merchandise ought to deserve my dollar.

    • Becky Katz profile image

      Becky Katz 2 weeks ago from Hereford, AZ

      I can totally relate to this. I did really well there, because I was friendly and knew about the merchandise. If I had to leave for awhile, my husband would watch the store, and sometimes he was lacking. If he did not know the answer, he would tell them I would be back soon. We did not have cell phones then. I usually had them come back and laugh about how confused he looked while telling them that. It was antiques and collectibles, so he had an excuse. I labeled the item, as well as I could, but a lot of it was in my head. I could not write a letter telling about the makers and the period they were made. That just did not work either.

      The local KFC has just about killed their business, by the new manager they hired. The employees have given up, because she yells at them. I have gone in there and heard her loudly berating the employee for the entire time I was in there eating. The food quality has gone down and no one wants to go in to eat. The drive through is the only place you can find someone ordering and that has gone down to a trickle, because of the quality of the food. They also cannot keep employees there. I heard this same manager say she did not understand why no one would stay for more than a week or two. I could have told her that she was the reason for all the problems there. She should have been instilling pride in the food. She never should have raised her voice to them and no one should have heard her, if she did need to talk to an employee, especially not a customer.

    • PegCole17 profile image
      Author

      Peg Cole 2 weeks ago from Dallas, Texas

      Hello Mary Wickison, It's good to know there are trainers out there who educate on the challenges and opportunities of customer service. Truly, that is valuable and important work. I have on occasion asked employees what kind of training they received when they were hired. It is appalling that many are never given the tools to handle their jobs.

      I like the quote, "We don't hire people and train them to be nice. We just hire nice people."

    • PegCole17 profile image
      Author

      Peg Cole 2 weeks ago from Dallas, Texas

      Hello Diana Burrell-Shipton,

      Thank you for taking time to read this. Being a shop-keeper I'm sure you know all these things (and more) from experience. I like that you make your shopper's visits interesting and fun. The hunt for treasure is the best part of the find.

      Sorry to hear of your mother's illness. My condolences to you.

    • PegCole17 profile image
      Author

      Peg Cole 2 weeks ago from Dallas, Texas

      Hello Ms. Dora, We are all subject to the unrelenting scrutiny of suspicious shopkeepers and overzealous clerks. I understand your situation with the storekeeper's need to protect their merchandise and the unsubstantiated scrutiny. I was reluctant to hire people to run my store in my absence knowing that my reputation was at stake. Thanks for stopping in to share your take on this.

    • mckbirdbks profile image

      mckbirdbks 2 weeks ago from Emerald Wells, Just off the crossroads,Texas

      Hello Peg - Retail stores are outside my traveling circles. You seem to have covered a number of areas of inattention. Good to see you publish here.

    • Coffeequeeen profile image

      Louise Powles 2 weeks ago from Great Yarmouth

      That was interesting to read. The video with the stupid questions people ask made me laugh lol.

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