Creating a Strong Closing Experience

How to Create a Brand Experience Even at Closing

I love spending quality time with the family. I value it immensely and remember it fondly, but our last experience was more than memorable! We had rented a cozy cabin in upstate New York. As the day winded down and the sun began to set we started preparing for a relaxing night in.  But to our surprise, we weren’t alone!  A family of mice were in on the action and it wasn’t the least bit relaxing. Soon what began as settling in on the couch became “Don’t you dare step off the couch!”  It became obvious we couldn’t stay the night and we quickly gathered up our stuff and were on our way. We contacted the host and let them know we wouldn’t be spending the night…. The details of the closing with the host are irrelevant but the memory of our experience is sure to conjure up some uniquely contorted faces from the kids as they remember the experience. 

This adventure taught me that no matter how great the experience if it closes poorly that’s likely to be all you’ll remember! This is true especially in business and hence the concept for my next blog…Closing strong! Creating a memorable and hopefully positive experience in your closing will enhance future sales and create better relationships with customers. 90% surveyed shoppers say that a smooth checkout can either make it or break it with 91% saying it directly impacts if they will return as a customer again.  So how can we create a smoother and more positive experience at closing? In this blog we will five explore ways to practically reduce wait time and enhance customer engagement with the intention to create a returning customer.

Cleanliness

First off, looks are everything especially at the checkout area!  If your checkout area looks good, customers feel good… especially about their purchase!  Keeping your checkout area as clean as possible is as important as keeping your general space clean.  It can be distracting for customers to see other recent returns. And it can place unnecessary seeds of doubt regarding their own transaction. We don’t want them doubting their purchase at this point.  If you do have a constant stream of returns keep them out of view, or be swift to remove them. 

Smooth Process

In today’s environment everything is fast pais, you can barely hold onto your hats as you fly through the day. This can be translated into your store with self checkout and quick processing options like apple pay.  Although it  can seem impersonal and counterproductive, during busy times it will reduce wait times and create a positive closing to your sales experience. The concern of theft at self checkout areas can be a deterring factor.  However there are many kiosk options that are outfitted with cameras, magnetic pin removers, and weighted devices all with the intention of reducing theft.  You can also explore the option of creating a mobile check out system using  phones or other portable electronic devices. This is a great option because it still ensures a positive in person experience at closing. The mobile check out system can be used by associates frequenting the floor and offered exclusively during busy times. 

Staff Training

Training staff to be especially friendly at checkout will optimize your closing experience. Although staff who are at the checkout counter can be quick to assume they are somewhat off duty at being personable.  This assumption is further from the truth! The closing experience is just as important as the opening. And you know that,  it’s the reason you opened this blog in the first place! I encourage clients to train their staff to positively comment on the customer’s choice of purchase. This is  icing on top for many as they complete their transaction, it can also help reduce your return rates. But make sure to train your staff to be intentional and genuine when giving compliments disingenuous compliments can be smelled a mile away.   

Feedback

If you ever do run into an unpleasant experience with an unhappy customer, asking customers to share their thoughts allows them to feel validated.  It’s unfortunately part of the process and you can’t expect to please everyone all the time. But you can try and you can hear them out. This goes a long way in creating a lasting customer.  Offering them the opportunity to express themselves and allowing them to feel heard will create an overall positive ending to their experience.

Appreciation

And now my favorite part of closing, offering them a gift. This closes the sale on such a positive note and sets the law of reciprocity into effect. Promotional products can be offered at a sale or a grand opening or any other special event.  When choosing or designing a promotional product it is key to create a product that speaks to your customers’ unique lifestyle. This will allow your customer to feel valued and understood and will deepen their relationship with your brand. Try to think of an item that is trending or useful so its life span lasts way past the backseat of their car…or the trunk!

And now for my closing! I’m not going to lie, this closing seems extra intimidating since this whole blog is about closing strong. At line, we’d love to help you implement and explore concepts that can enhance your brand experience. We also can help you train your staff on these new and essential closing concepts.  Reach out and book a consultation with us to discuss your business. And how our services can benefit your brand experience