> Page 28 Notes & Cents
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IN THE TRENCHES I BY CYPH SHAH 5 THINGS YOU DON’T KNOW ABOUT YOUR CUSTOMERS A s retailers, we spend an awful lot of time focused on what we need to accomplish to keep the wheels
proach this? Be humble. Let the customers who are brave or bold enough to offer you ad- vice know you’re always open to improvements and that you welcome their feedback. Don’t drum up excuses, take it on the chin. An extra set of eyes are a valuable asset to learn about the cracks in your citadel that could silently erode the reputation you’ve worked so hard to fortify. Then actively investigate each ticket. Create a track- ing system to ensure follow through. Delegate to your team so they understand the impor- tance this procedure plays in your day-to-day operations. Maybe it’s that Pioneer DJ controller station that needs a firmware update or perhaps it’s that rarely checked voicemail inbox that leaves customers’ questions unanswered. Either way, use the opportunity to put a system in place that feeds a communal “to-do” list. Frame that list as fodder to keep your crew actively engaged in putting your best foot forward. This is especially helpful during slow moments where they may feel tempted to reduce their productivity. And when that same customer returns to your store and sees
turning. Wrapping your mind around the macroeconomics of it all is a huge task, but make no mistake that the microtrans- actions occurring every day at your store are the backbone of it all. That’s where understanding your clientele can ensure both you and your team are able to engage your target audience in a way that encourages promoting growth where the roots touch the soil. 1. Customers know your shortcomings just as well as you do — if not more so. This may come in the form of frequent inventory errors with your website, lack of phone sup- port when they call in or demo displays in your showroom that sit pretty but aren’t functional. At our DJ shop, Astro AVL in Glendale, California, we have to invest a substantial amount of time and energy into mini- mizing the occurrence of these very same issues. Things only get fixed if we know they require attention. We have dozens of active displays for customers to interact with and our shop is constantly evolving in layout
“An extra set of eyes are a valuable asset to learn about the cracks in your citadel that could silently erode the reputation you’ve worked so hard to fortify.”
so tending to our garden is a daily practice. We want to be recognized as the best DJ shop
in Los Angeles, and we con- stantly fight for that privilege. So, how do you best ap-
26 I MUSIC INC. I JUNE 2024
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