I was interviewing Elaine Starling of Starling Media Services when the question of “relevance” came up. In business as in life, there are three areas in operation that give us an arena for self expression. There’s Relevance, there are Relationships, and there are Results.
When you stop to think about it, relevance is the current that gives power to our relationships and our results. For example, you may know a lot of different people, but not all of them are relevant to your life. So there has to be a connection made at some level where at the very least, there’s some agreement about what’s relevant.
For natural product retailers, relevance and results come from nurturing and developing relationships. Playing the “Is It Healthy?” Game is fundamental to predictable profits. The “Is It Healthy?” Game brings relevance, relationships and results together.
Step one: Get Related. Don’t start by asking your shoppers a bunch of questions. Instead, get related. Thank them for coming in to the store today. Then tell them you want to leave no doubt about your commitment to . . . Customer Benefit, their optimal health, vitality, energy, joy to be alive, satisfaction, protection, advantage, opportunity, future result.
Reiterate Your values, commitments and aspirations for health in the community. Then it’s time for . . .
Step two: Ask These 5 Key Questions:
1. How did you hear about us? (Relates to the lore of your store)
2. What brought you in to the store today? (What’s the story?)
3. What do you like most about shopping at _________? (Values, Relevance)*
4. Have you ever told a friend or neighbor about us? (Passion Brand Promoter)
5. May we give you a Free Subscription to Nutrition News? (Relevance, Relationships, Results driver).
Train all of your employees to ask the 5 questions above. The result will be new opportunities to grow your business faster and smarter. That will result in having more fun than ever before. *
See the results of asking question #3 on Youtube.
