Retail sales & customer service, according to Lorena...

As I finished going through my mother, Lorena Dayton's files, I found it interesting to read pages and pages of  retail sales & customer service "tips." She taught customer service for years and made a living in commission retail, which was important. I, too, worked in commission retail for many years. It makes you build valuable relationships with your customers. Every retail business should have a percentage of sales commission connected to personal performance. It allows employees to be creative to make a few more dollars, have better knowledge of the merchandise, and less inventory in the end. It also makes them quicker at unpacking, pressing for presentation, and stocking the store. "Train, motivate and reward sales associates."

But, less I digress...

My mother began her retail career at the Dixie Shoppe when she was fourteen. She worked there until they closed. She worked for Nan's, Payne's, Bud's Furniture & Appliance, Ramsower's, and Marse & Son, so from 1944 until the early 2000s, she spent over fifty years serving Plainview! My dad, John Dayton, worked at Sears for nearly forty years! We were a retail and customer service family!

from her papers

• It starts with a commitment at the top.
• Know the merchandise.
• Know their name.
• Always greet the customer "at" the door.
• Attitude with greeting customers.
• Don't size up customers.
• Don't leave a looker for a buyer.
• Show them how to navigate your store.
• Always be positive.
• You do have something they want; help them find it.
• Have an opinion, but be careful when to use it.
• Be honest, but know that we all see things differently, even in fashion.
• Why are you here? To sell!
• Creating eye-catching displays draws the eyes to groupings.
• Don't talk so much that the customer can't tell you what they want.
• Like everyone, even if you don't.
• Don't talk adversely about anyone.
• Keep morale up, especially in front of customers.
• Wear your store; it is the best advertising.
• Don't avoid customers.
• Determine what the customer needs, and then fill those needs.
• Everything you do and say has got to fit the customer's emotional buying decision.
• Good grooming matters.
• Never negatively talk about another store.
• Create a "selling plan," a personal goal to meet.
• Don't be so engrossed in stocking or displays that you offend your shoppers.
• Watch what the customer looks at.
• Put something with what they are interested in and accessorize it, too.
• Sell them one, but encourage two, maybe three or more items.
• Record their name, size, likes, number (spouse name and number, too, for gift times) in your store customer file box or notebook; call them.
• Have confidence in your knowledge.
• Have fun, listen, and have empathy.
• Create individual looks with the merchandise to meet specific needs.
• Be organized in displays and workrooms.
• Talk good business.
• Always be appreciative so the customer knows they matter.
• Study fashion magazines to know and grow to sell classic and trending.
• Show the customer color, style or size that they ask for, always direct them to a focus.
• Ask them to describe their style.
• Suggest alterations to create a better fit; know who to recommend.
• Set your store apart by how you care for and present your merchandise, there is a way to floor-box those shoes; shuck them.
• Customers enjoy what you have (or have heard good things), or they wouldn't be there. Prove them right.
• Always answer the phone with the store name, your name and "we have what you need," how may I help you.
• The first impression is key if you want to unlock a second.
• Talk about happy thoughts even in "drought" times.
• Every customer wants to feel worthy of your time and product.
• "We've made a mistake; let's get this straightened out."
• Follow up with a call to thank a customer for their purchase or send a card.
• Make sure the store name is visible in-store and outside, front & back.
• Knowing your customer matters!!!

And, believe me, there are many more treasured tidbits!