How to Increase Customer Spending
We all want our customers to spend big each time they set foot in our venue. The first question you need to ask yourself is -
"Have I created an environment to achieve this?"
First i'll fill you in on what a 'customers purchasing process' actually is. The customers purchasing process is everything your customer goes through just before he or she enters your shop until the moment they leave. It is basically every step he or she takes to acquire your product/service and engage/use it.
Now we are in a 'quick fix' world today. If you need something, chances are we can get anytime of the day compared to say 10 - 20 years ago. Remember when you were in school and you had to actually go into a library and find a book, read it and turn into an essay?
With the help of internet (and much more) we now have basically access to any piece of information anytime, any day. We have 24/7 supermarkets, banking, networking, communication which I am sure you very well aware of.
We are now in the instant gratification era. If we want it, we can get it.
So what does this mean for your customers? We want easy access to your product with zero barriers and limitations. The less we have to think, the better. If we don't like it we go somewhere else. You really only get one chance to not only make an impression today and the less barriers you have to make that impression the better.
Less barriers +engaging first impression = increased spend.
Right now have a look at the entire customers purchasing process in your business.
Is it dead easy for them to find your business and engage with it? Not just the parking but on the internet, information centre and affiliate businesses.
Can they see your products or have access to information on your products straight away either at the counter or at each table?
When the customers decide to order at the register is it instantly accessible?
When ordering are you up to date with payment options? Cash, EFTPOS, Pay-wave? What are your customers actually using and does your business have the adequate resources to cope?
When they want to order anymore items, is the process just as easy as the previous question? Do barriers exist here?
These are but a few questions that you need to think about right now to lower the customers purchasing process so they can focus on being totally immersed.
The more a customer has to think about buying something, the less inclined they spend.
Remind your staff that the only answer should ever be -
"No worries, ill take care of that for you!"
Would you like to xxxx with your order? It goes very well together!
That's it. Just a 3-4 seconds process.
Remember if you can lower the time it takes to put through an order then you have more time to interact with them and build a relationship.
Relationships creates trust.
Trust creates purchases.
Your customers purchasing process should not be based around actually ordering but on engaging and enticing them. The customer always has an idea of what they want to order but trust me, they are always open to suggestion (they just don't know it).
I could rattle on about how to up-sell products, product placement and suggestive selling techniques but to be fair they only work if you team wants them too.
First and foremost you need to be able to read customers and tailor your interaction accordingly. Secondly you need to do this incredibly fast.
Two things happen when you engage with customers.
1) You learn what they like (and dont like)
2) You learn their emotional trigger points.
When you understand their emotional trigger points, you really take the engagement to new levels. Reading customers is a skill that takes time and the only way you can do it is to engage with a lot of people. When you stop engaging and just take orders you basically turn into a vending machine. No customer wants to talk to a computer, they want engagement with their purchasing process.
EVERY. SINGLE. TIME.
You have remembered them and they have remembered you. This is why they came back because you tailored a product/service which resulted in an experience for them and ultimately positive experiences increases profits.