Great webinar presented by T. Scott Gross, entitled “The New Realities of Retail: What Your Customers Really Want.”
Much of Scott’s presentation was based on how millennials’ demands are changing the retail environment.
Millennials want:
- Instant feedback — and a lot of it
- A clearly defined deal — they don’t trust the seller
- Customization — they are unique, they want something that is unique to them
- Work-life balance
- Access to the top — the senior people of your organization
- A lot of time and service before you earn their loyalty
As such:
- Sales people are no longer sales people, they are sales associates
- 70% of employees are not in the right job
- Leadership is uncertain about how to manage and please this new generation
- Antagonistic systems are in place that frustrate the sales associate and the customer
High-performance teams, that today may include four, or even five, generations need:
- Skin in the game — compensation tied to performance
- A cause to work for that’s greater than themselves
- Freedom of choice — to do the job how they want
- A visible score that changes frequently (see “instant feedback” above)
The five things customers today really want are:
- Knowledgeable/available staff that: speaks the language of the customer; knows you; can predict your needs; leaves you alone when it’s appropriate and is there when you need them; protects you from yourself; tells it to you straight; and, shares secrets.
- Likable staff that: makes you feel good about yourself and your environment; are friends rather than adversaries; engage in a dialogue with you.
- Price that represents value — make the value tangible; make it real; make it personal and customized for the individual.
- Easy and convenient — easy to park; easy to pay; values your time; easy to maneuver in and out of the store.
- Fast finish — know the difference between buying mood and leaving mood; no last-minute sales (e.g., extended warranties).
What do you see your customers really wanting?
