Six Easy Ways To Save Lost Sales
 By Terry M. Blair

There are literally dozens of reasons your small business can lose a sale.

And there are literally dozens of ways to avoid losing those sales.

Here are six actions you can take today – for little or no cost – that can help you save lost sales.

1. Train Employees
Your employees should be knowledgeable about your products and services. They should also be customer friendly.

And it’s up to you to give them the tools by training your workers.

Teach them how to offer customers alternative products if an item doesn’t fit the customer’s needs or budget. Make sure they can answer questions about products and services.

Train employees on proper telephone etiquette. Train them on how to handle refunds and exchanges with ease. Teach them how to put the customer first.

2. Don’t Let Loyal Customers Slip Away
Lavish attention on your best customers. If you don’t, they’ll slowly migrate to the competition.

Thank your loyal customers for their business, either in person, on the phone or by sending a postcard. Thank them every time they purchase a product or inquire about a service.

Offering a discount every now and then or even a small free item shows your loyal customers that you appreciate their business.

3. Offer Payment Alternatives
Some customers prefer to pay with credit or debit cards. Others like using cash or checks. By offering multiple payment alternatives, you can save lost sales.

4. Allow Ordering Alternatives
Not all customers enjoy shopping the aisles of your retail store. Some would rather order online and have merchandise shipped to them. Others want to order online and pick up purchases at your store.

And mail order isn’t dead. Telephone orders from mail order catalogs can still generate sales.

Find out how your customers like to shop and order products. Then give them as many ways to shop as you can.

The same is true for service businesses. Customers are becoming more comfortable with scheduling services online. Many still want to pick up the phone and talk to someone about getting services. Make it as convenient as possible for customers to place service orders in the way they prefer.

Don’t forget e-mail and fax. Whether placing orders for products or purchasing services, many customers like the convenience of e-mail and fax communications.

5. Map Your Business
A simple map to your business location can work wonders to bring customers in your door.

Put one in your Yellow Pages ad. Put one on your Web site. Print the map on direct mail materials and on your brochures. After all, people won’t shop with your business if they can find it. Show them the way to your door.

6. Answer The Phone
If at all possible, avoid sending customers to voice mail when they call your small business.

When customers want information about products and services, they want it now. They want to talk to someone who can answer their questions. If you don’t answer the phone, customers can easily hang up and call the competition.

Don’t risk losing sales. Answer the phone or train an employee to do it right.




(Posted April 2007)

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