Customer Service	
Customer Service (page 1 of 2)	
Who is a customer?
A customer is a person or company that buys products and services from yo
ur store.  The money that
customers spend at your store pay your wage and make your job possible. 
 For a clothing store, customers 
are those who buy clothes.  For an automotive repair shop, customers are
 those who need a car repaired.  
For an insurance company, customers are those who buy auto insurance.  For a city recreation dep
artment, 
customers are those who live in the city.   
How does good service make a customer feel?
1)  Special because the customer is greeted 
promptly and warmly.
2)  Satisfied because the customer gets what is 
wanted, information, or problem solved.
3)  Educated because customer learns about other
  products or services that are ready to help.
4)  Happy because the customer feels emotionally 
better leaving the store than before entering.
How do you greet a customer?
The moment a customer enters a store, welcome the customer who enters th
e store by:  a) making eye 
contact; b) smiling; and c) saying a happy "Good morning" or "
Good afternoon," or "Hello!" so that the 
customer feels right at home.  Customers love to get attention.  If you 
know customer's name, add that to 
the greeting such as "Good morning Mr. Smith."  Customers feel special when you remember their name 
and use it.  Every customer who enters the store needs to feel that they
 have arrived in a warm and friendly 
place.  Follow the greeting with an additional helpful comment such as "
Can I take your order?" or "How 
can I help you today?" or "What can I find for you?"  If you are busy with another customer , be sure to say, 
"I’ll be with you in a minute after I help this customer."
How do you sell something to a customer?
Are stores in business to sell products and services?  No, stores are in
 business to sell the  FEATURES 
AND BENEFITS of products and services so that customers want to buy, and do buy.  A salesperson's 
job is to know and explain the  features and benefits of the products so that customers can be convinced to 
buy.  Therefore, study, know, and be able to explain every feature and benefit of the products and services 
you sell.  The features of the product are the physical size, color, design, operation, and material from 
which it is made.  The benefits of the product are what the product will do for the customer (such as a 
hands-free cell phone device will improve driver safety).  Remember, features tell . . . benefits sell.   
What do you do to close the sale?
When you see that the customer is excited about the features and benefits of the product, close the sale by 
taking the  direct approach.  You may say, "May I take this up to the cashier for you?" or "Do you 
like the walnut or oak wood for this entertainment center?" or "Do
 you want the computer chair delivered 
or will you take it today?" or "I understand that you have decided
 on this Chevy truck.  You may arrange 
financing now, and we will detail the truck and have it ready for you within the hour."

College & Career Publishing.  Permission to use with usworkworld.com subscription.  	Customer Service (page 2 of 2)	
QUICK CHECK:
1. a) Who is a customer?  b) Who is the customer 
of a:  1) clothing store?  2) auto repair shop?
2.  Describe 4 ways good service makes a customer 
feel.
3.  List 3 ways to welcome a customer who 
  enters the store.
4.  When do customers feel special?
5.  List examples of 2 additional comments you 
may add after greeting the customer.
6.  a) What are stores in business to sell?  
  b) What is a salesperson's job?
7.  a) Explain what "features" of a product are.  
  b) Explain what "benefits" of a product are.
  c) What should you remember?
8.  a) When should you close the sale?  b) Give 2 
examples of what to say to close the sale.
9.  For what 3 reasons are add-on sales important? 10. 
Give one example of what you would say to ask 
for add-on sales.
11.  a) What is a problem?  b) List the 3 steps to use 
to understand and solve a customer's problem.
12.  What 2 things happen when you repeat the 
problem back to the customer?
13.  If you cannot solve a problem, what should you 
do?
14.  What is:  a) Not the real issue?  b) The real 
 issue?
15.  What percent of unhappy customers never 
  return to the store?  
16.  If it costs $100 per year in advertising to keep a 
customer, how much does it cost in advertising 
to attract a new customer?
17.  Give an example of what you can say when the 
customer leaves the store.
18.  How should you make the customer feel when 
leaving your store?
What else should be done?
The close of a sale allows you the opportunity to sell  add-on products or services.  Add-on sales are 
important: a) The store makes more money from add-on sales; b) You may earn a higher sales commission 
(money); and c) You provide good customer service since the customers may need these add-
on products 
and will not have to make another trip to the store.  To ask for add-on sales, say "Do you need Wood Oil to 
keep the beauty of this entertainment center wood?" or "Do need a 
chair for your new computer?"
How are customer problems handled?
A problem is the difference between what a customer wants to happen and what really happened
.  To
understand and solve a customer's problem:   First: Get the facts and write facts down on paper.  
Second: Listen carefully to the problem without getting stress.   Third: Repeat the problem back to the 
customer and ask if you got it right.  When you repeat the problem back to the customer:  a) you show 
understanding and b) you will soften any anger that the customer may ha
ve.  If you can 
solve the problem, do so immediately.  If you cannot, find a supervisor, explain the 
situation, and let the supervisor solve the problem.  Remember:  The real issue is 
not what the customer’s problem is.  The real issue is the money the store will 
lose in the future if the customer leaves the store forever.  Over 80% of unhappy 
customers never purchase from the store again.  If the complaint is solv
ed, over 
90% will return to the store to spend money again.  It costs 5 times mor
e in 
advertising to get a new customer than it costs in advertising to keep a
 customer. 
What do you say when the customer leaves the store?
"Thank you for shopping at Target" or "Please return soon.  We have a new sale starting next Thursday"  or 
"Would you like to sign up for our mailing list to receive coupons to know
 about future sales?"  Make the 
customer feel happy as they leave your store.