strategic notebook

Train them to make it easy to buy

Last week, we discussed the importance of training your employees to use systems well beyond the cash register, including those strategic to the company. While a normal cash register transaction is a typical customer interaction for a retail or service business, there are always the random circumstance that isn’t part of the “poke a few buttons, swipe their card or give them their change” process. In those situations, do you make it easy to buy?

What happens if you’re out of stock? This past weekend, my wife and I had an encounter with a young, polite employee of a national U.S. corporation who was dealing with an out of stock issue. The out of stock item could have been a simple logical issue rather than a physical one. Had the employee been properly trained and provided with the right systems, she would have be trained to “make it work” (hat tip to Tim Gunn), take our money and be resourceful. It didn’t turn out that way, but that’s not her fault. It’s management’s responsibility to make sure she has the systems and training to handle situations like this.

When easy to buy is out of stock

I suggest you put some thought (and some action) into training your people to make it work, rather than to say no and refuse a client’s money – where it makes sense. When it isn’t possible to make it work, your team’s training and systems should be ready to take over.

Think about what happens when an item is out of stock.

  • Do you place the item on backorder?
  • Do you have notification systems in place for your team so that they know when the out of stock item is back in stock?
  • Do you have notification systems in place for your clients so they they know the out of stock item has arrived so it can be scheduled for delivery or pickup?
  • Is your staff trained to handle an out of stock situation in a way that preserves the sale, preserves the client relationship or creates a positive memory for the customer?

Assuming you have all of that in place, what happens in the meantime?

The interim

In the meantime? In other words, even if you have out of stock situations handled well and have systems and training in place to deal with them, what specifically happens from the moment the out of stock situation is detected to the moment it is resolved? This can be seconds, minutes or months.

While the purchase was meaningless, so are many day to day purchases by your clients. The transaction may mean little in the big picture / long term, what matters is how it is handled. This situation illustrates how easily and inexpensively you can turn a failed transaction into one that people will share with their friends.

Over New Year’s, I took the family to see Star Wars. It was our first movie of 2016. The theater near us has an annual bucket program that works like this: You spend $20 on one of these buckets, which gets you popcorn today and the ability to refill the bucket for $4 for the rest of the year. In case you haven’t been to a movie lately, a large popcorn and two drinks will easily cost $20 these days, so the $4 refill for each movie is a nice savings.

Yet on January 1st, they were out of 2016 buckets. While this indicates broken inventory control, that isn’t the point. The concession stand employee said “We just ran out.” When asked if there was a way to get a rain check or pay for the bucket and take a disposable container for now, she looked baffled. Had management trained her well, she would have had a clipboard at the register, could have charged us for the annual bucket, taken our name and number (or email, whatever), given us a bag of popcorn and moved on. A 20 cent solution to retain a $20 sale for a recurring client.

Trivial but still important

Trivial, but these things that happen to your clientele every single day. How are you training your team to handle them? What systems are in place to deal with issues like this, even if the solutions are as simple as a clipboard?

Word of mouth comes from handling these things gracefully and without disruption. Prepare your team to make it easy to buy.