| The past five years I've been lucky to work | | | | Rochester, so it naturally has a more upscale |
| part-time for a high-end ski equipment retailer in | | | | atmosphere with stratospherically expensive |
| Rochester, NY. I say fortunate because it's been | | | | equipment. Nevertheless we do carry equipment |
| an experience that has taught me to work with a | | | | priced for the average Joe. Key takeaway, |
| variety of people, and provided many lessons on | | | | average Joe's spend money too, so carry |
| what it takes to be successful in retail. Now I'd like | | | | merchandise for their budget even if you run a |
| to share a few things learned along the way: | | | | high-end shop. |
| 1) Greet Every Customer. Everyone is trained to | | | | 5) Make Middle Of The Road Selections Look As |
| greet a customer throughout the store. It's | | | | Nice As The High End. Just because a person |
| common for our customers to receive at least 3 | | | | trades down in price doesn't mean they want a |
| smiles and hellos when they walk into the shop. | | | | sacrifice in quality. This is readily apparent in how |
| 2) Treat Every Customer With Respect. Whether | | | | the ski products are named, a boot for an |
| a person is trying on $45 rental boots or a slick | | | | advanced beginner isn't called "advanced beginner |
| new pair they receive the same care and | | | | boot", instead it's categorized as an All-Mountain |
| attention. Based on their experience that person | | | | cruiser. Simply renaming or changing the display of |
| will often return with the lease boots later and | | | | a product drastically changes perceptions toward |
| decide to purchase a new, more expensive set. | | | | it. |
| 3) Don't Assume You Know A Persons Budget. | | | | 6) Dress Appropriate To Your Business & |
| It's all too easy to make a false judgment based | | | | How You Want To Be Viewed. Catering to a |
| on a person's appearance. I've seen people | | | | hefty mix of doctors, lawyers and professionals |
| dressed in dirty, shredded jeans leave the shop | | | | means employees in the store all dress in business |
| after dropping $1000 for a new pair of skis and | | | | casual attire, except for shop technicians. If you're |
| boots. I guess the old adage, don't judge a book | | | | working in a gift shop, or getting dirty tending |
| by its cover really does ring true. | | | | plants in a flower shop you might dress differently |
| 4) Offer A Selection Of Prices. The business is | | | | out of necessity. |
| located in Pittsford, a wealthy suburb of | | | | |