Understanding the psychology behind the fishkeeper is essential and it’s essential to appreciate that most fishkeepers don’t want to show their ignorance, at whatever level that may be.  That means that the retailer has to be particularly sensitive to the situation and the communication process.  Close questioning is often a good place to start as it can be very revealing and help get to the route of the problem, but this should be built on with support and encouragement that is appropriate to their level.  Attempting to show your own expertise isn’t going to help!

Having a good understanding of your stock and your customer and matching the two in the most effective way of making sure you sell appropriately.  This will help maintain a loyal customer base and thus a sustainable business.  In fact it is the essence of a sustainable industry for us all.

We find that the most successful multiple and independent retailers are those that understand the far reaching importance of training and make an appropriate investment in building expertise.  Many retailers think it is costly and time consuming and the prices can seem high for small independents but the range of courses now available means that there are many options that make training manageable for even small businesses.  One way of getting new knowledge into a small business, for example, may be for the owner or manager to attend the training course then communicate it back to the business.  This proves a very effective way of training for many retailers.

Another reason for customers coming back to your shop is for replacement parts, new parts or product returns.  While product returns can be an inconvenience, if the manufacturer has an efficient system for replacing them then your customer will experience the minimum of disruption.  So think about the back up support your manufacturers can provide when ordering stock, as well as the quality of the products themselves.  Selling replacement or new parts can be a good source of income alongside food and care products so don’t underestimate the potential here.  However, getting hold of spare parts isn’t always easy, so again, work with a manufacturer that can provide you with product catalogues and back it up with a fast, efficient service.  We have recognised the importance of this and have now set up a direct spares supply service that can be accessed over the phone or via a website.  It’s been warmly welcomed by both retailers and customers, particularly as replacing, rather than buying new, is increasingly important for customers.

Inspiring with ideas and providing simple messages is where manufacturers can play a major role.  It’s at this point that impactful point of sale material and informative packaging plays a vital role.  This helps both the retailers and the customers. 

Today’s consumers expect a high level of after-sales support when it comes to all areas of your business, including electrical items.  Providing a good service means ensuring that manufacturers spare parts are simply coded and priced, and easily available for you to order and stock.  If there is further back-up provided via a website that the customer can access themselves, then even better.  This means that you can stock and recommend equipment with confidence, knowing that there is an extensive support network to back you up.

With this level of service you then have the opportunity to bring customers back in-store time and again, which will allow you to inspire them with new marketing techniques, excellent displays and effective and clear point of sale materials.

For more information go to:  www.tetra.net