Charge for Some Services

Do your staff go beyond the basics in servicing customers? Do they assemble items the customer buys, make minor repairs on items purchased from your store in the past, tailor clothing purchases, or more? The busy retailer might overlook the range of these special services or be inconsistent in charging a fee for them. Here's a little of what Making Money Is Not Illegal, Immoral, or Fattening has to say:
"What services, such as home delivery or gift wrapping, will you do that the competition cannot or will not do? But, you know, just having the services isn't enough. How do you train your staff on telling customers about the services and in providing these services in world-class ways? Sometime soon, make a list of every service you do in your business. And when was the last time you looked at what you were charging for your services?"
If you decide to start charging for a service, here are four tips:

• Based on findings by researchers at George Mason University and University of Texas-San Antonio, aim for services that have a clear dollar value for the customer, not just time savings. Customers are more receptive to new fees for repair services than for assembly services, for instance.
• Give warning. Announce the new or increased fees at least one month in advance. Post a list of the fees with the effective date. For the first few months, have the staff person confirm the fee with the customer.
• Be sure that when a customer declines the service, your staff NEVER ask, "Are you sure?" Especially in this tough economic environment, many customers feel shame about not opting for extra-cost items.
• Provide continuing training and coaching of staff to make certain the priced service will dazzle the customer.