The Smiling Voice

When you greet a guest, your tone of voice says everything about you and your store.

When you walk into a business establishment, whether it’s a retail space or a professional office, do you like having someone greet you with a smile and a warm welcome? Of course you do. Then why is it that some shooting sports establishments seem to go out of their way not to extend each guest a hearty and sincere welcome? Let’s not forget to recognize that those who have made the decision to enter into our space for the first time have done so with some anxiety and even fear. It is a new world for them, and we can make that world much easier and more welcoming by extending a smile and a nice greeting.

Let’s take an honest look at what happens when you invite a guest into your home. How do you greet them? With a smile? Handshake? Warm and heart-felt words, like “hello” and “great to see you,” make that guest feel welcome in your home. You invited them in, so a sincere greeting is entirely appropriate. I call it the “Smiling Voice.” It tells the person he is welcome in your home. That voice also tells a guest they are welcome in your store.

In my years of retail consulting, I have all too often seen too many operations that allow their team members to show no acknowledgment whatsoever when a guest arrives. There is no eye-to-eye contact. No words are spoken to guests as they enter the store. This is ungracious behavior, something that will cost you money. Remember, you made the decision to invite these folks in when you hung up your business sign.

When a new guest walks through the door, they will be analyzing many aspects of your operation. Often, they will also feel a bit intimidated. One day we visited an operation where we stopped in unannounced—a great way to see how things are really done. As fate would have it, we followed right behind a middle-aged couple. The first thing they saw were staffers who looked like they were S.W.A.T. team members. This couple was clearly very put off. Furthermore, no one welcomed them. It was clear to us that they felt they were on hostile ground and turned to exit the store. Luckily, I was able to catch them as they headed out and was able to get them to re-engage.

Now, I fully understand that each store has its own ethos. If it specializes in equipping law enforcement personal, the S.W.A.T. team look is entirely appropriate. Just understand that new guests might be put off. Here, a hearty welcome would have made couple feel a lot more comfortable.

My retail operation was across the street from several fast-food outlets. Over time I noticed that the drive-through lanes at Chick-Fil-A were always longer than those of the competition. Cars would be backed up onto the street for almost a block. I’ll tell you why: that company is famous for polite and professional service. Chick-Fil-A, like you, sells a variety of products that can be found elsewhere, yet folks want to go there and support them. It is my experience that shooting sports dealers who have similar success provide the same kind of polite and professional service.

Below are some of the business precepts that Jayne and I followed in our store. There is nothing complicated here, but they worked for us—and they will work for you, too.

Love People

Be genuinely interested in the folks who come into your store and into your circle. Love that they care enough to at least look at the operation and buy into your ideas as well as the products. We loved them all. Each one was special in their own way.

Be Active

Get out from behind the counters and be on the sales floor as much as possible. Be sure to offer your guests a warm, professional greeting. Follow that with an offer of assistance. Top that off with quality guest service. Ignoring or downplaying the importance of every individual who walks through the doors is dangerous for your company’s continued success.

Be Welcoming

Start and end every guest interaction with direct eye contact and a sincere smile. Extend the appropriate greeting to every guest with whom you come into contact. “Good morning!”          “Welcome to (insert your store’s name). “We’re glad you stopped by.”  

Attempt to Connect

It is the responsibility of every team member to seek out guests who need help or assistance. Offer your hand and listen to the needs of the guest. Answer questions honestly. Offer assistance. If you are not able to serve their needs, then take them to the department, product, or person who can. Introduce them respectfully and politely, then head back to your area.

Attempt to Right “Wrongs” Quickly

It is the responsibility of every team member to attempt, to the best of their abilities, to immediately resolve a guest service failure before it becomes a problem.

Be Aware of Body Language

It is the responsibility of every team member to display approachable body language when serving. Present an attentive appearance. A smile, accompanied by good posture, works wonders.

Explain the Why

Don’t get so caught up in how a product works that you forget to explain why it works. Why does this product or service help them? A guest buys for only two reasons: to fix a problem or for happy feelings.

Thank Each and Every Guest

Extend every guest a sincere thank you when they depart—whether they made a purchase of not. Remember, you have to plow the ground before you can plant.

The Simple Truth is it is our duty to grow and promote the shooting sports. One of the ways we do that is by ensuring that every guest we encounter—be it in person, by phone, or through email—has a positive experience. Remember when your mother told you “thank you” was a magic word. Well, it still is.