Do UK retail shops and stores think they are NOT in sales
8 Jun 2008
I’ve been in New York for three days now. The trip is a mix of speaking engagements and visiting my two daughters who both live and work here and playing with my new grandson. As my wife is accompanying me, I have had to go on several shopping trips which not my favourite pastime in the UK. But I have to say it has been a joy and what an amazing difference to my usual UK shopping experience.
In the UK I am almost never greeted with a smile. In the UK most shop assistants are surly, cannot be bothered, do not know very much about their product and seem reluctant to serve me - let alone sell me anything. In fact on so many occasions I feel I’m intruding and unwelcome. Even if I want the item they have, I feel unhappy about giving them my money.
Not so in the New York. EVERYWHERE I go I am greeted with a big smile and a really pleasant hello. I am welcomed into the store. They make me feel good and wanted. They know anything and everything you could want to know about what they are selling – and YES – they sell! They sell very pleasantly, very efficiently and they make me WANT to spend money. On several occasions when my wife or I wanted a particular item they did not stock, they even told us where else we could purchase those items, walked with us to the shop doorway and gave us instructions of how to find their competition. Shopping in New York is an absolute pleasure!
So why have so many retail shops and stores got it wrong here? What is the matter with them – what is their problem? Obviously it’s bad training and I believe they are not taught to sell, they are taught (sometimes) to serve. There is a big difference between serving and selling! I also think part of the answer is that New Yorkers complain about poor service. They are not prepared to tolerate it and speak out loudly on the rare occasions that they are not satisfied. Here in the UK we tend not to complain, so to some extent it is also our fault. So in future – complain if you are not happy. If the store manager is not cooperative, then write to their head office. If you don’t get any satisfaction from that, write to the Chairman. Their details are almost certain to be on their website. Complain and things will eventually get better.