Sales Through Service
Objective: Understand why 'Sales Through Service' is important and how a positive customer experience leads to increased spending.
The Philosophy
- The 'Sales Through Service' philosophy is central to the approach to nudging.
- A positive customer experience creates an emotional connection and builds trust, which makes customers more open to suggestions and less sensitive to price.
- When customers feel valued, they are more likely to see the worth in our products and services.
The Three Steps
The 'Sales Through Service' approach can be broken down into three steps:
1. Happy, Engaged Customer
Create a positive experience for our customers. When customers feel valued and well-cared for, they are more likely to be receptive to our suggestions.
2. Opportunity
Identify the right moment to offer a suggestion. Timing is everything in effective nudging.
3. Promote & Close
Gently guide the customer towards a beneficial choice. Make it feel natural and helpful, not pushy.
💡 Key Concept
The philosophy of 'Sales Through Service' is central to our approach to nudging. It is based on the idea that providing excellent customer service and achieving sales targets are not opposing ideas but go hand-in-hand.
A positive customer experience creates an emotional connection and builds trust. When customers trust us, they become more open to our suggestions, whether it's an upsell on a cabin, a different meal option, or an excursion. This trust and positive emotion directly translates into increased perceived value. A comfortable cabin isn't just a cabin; it's a peaceful sanctuary because the crew member who cleaned it was so thorough and friendly. A meal isn't just food; it's a delightful dining experience because the server was attentive and charming. When the perceived value is high, customers are more willing to spend and are less price-sensitive.
Case Study: Poor Sales Performance
In the video below, the crew member's sales performance is poor. Here is a breakdown of the key areas for improvement:
1. Lack of Product Knowledge
The crew member's first response to the customer's request for 'Chanel' is "I don't think so, sir, sorry." This shows a lack of knowledge about the products available in the shop, which immediately breaks customer trust and engagement. A better response would have been to check the stock, or know what similar products are available, even if Chanel is not.
2. Failure to Identify Needs
When the customer asks for suggestions for his daughter, the crew member hesitates and dismisses potential options without even presenting them. He says, "I don't think she'll like that one," and "it's such an individual choice, I don't know if I can help." This shows a complete lack of initiative and a failure to guide the customer. A good sales approach is to use open-ended questions to understand the customer's needs and preferences and then suggest relevant alternatives.
3. Poor Body Language and Tone
Throughout the interaction, the crew member's body language is hesitant, with slumped shoulders and a lack of direct eye contact. His tone of voice is also uncertain. This gives the impression that he is not confident or knowledgeable, which makes the customer less likely to continue the conversation or make a purchase.
✅ What to Do Differently
Ask Open-Ended Questions
Instead of guessing what the customer wants, ask questions like, "What kind of scent does your daughter usually like?" or "Are there any other brands she prefers?"
Show Initiative
Offer to check the stockroom, or show the customer the fragrances that are available in the store. Take action to help.
Be Confident
Good sales are about confidence. Even if you're not sure what's in stock, a confident, professional tone improves the customer's experience. You could say, "I'm not sure if we have Chanel, but we have a beautiful selection of popular fragrances. Can I show you what we have?"
Activity: Test Your Understanding
Test your understanding of the Sales Through Service philosophy:
