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With a large percentage of Canadian businesses reportedly expecting a recession this year, it is likely that consumers will begin cutting back on discretionary spending in an attempt to combat rising prices as inflation has effectively delivered them a pay cut. For franchisees, this may be a worrying prospect, especially where premises are rented, staff are on the payroll and cash flow depends on customer footfall.
Most franchises will continue to run special offers, especially targeting key holidays and special events - the next is likely to have a Valentine's Day theme - but maintaining a regular pattern of sales is essential for success.
Targeted marketing campaigns will continue to make the brand a presence in consumers' lives, but to maintain loyalty among existing customers and attract new ones, delivering exceptional levels of customer service will be absolutely crucial this year.
Whether you rely on online sales or in-person visits to your location, there are some common behaviors you can demonstrate to retain the trust of your clients and keep business flowing.
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1. Read the room. Recognizing that many Canadians will be cash-strapped this year is important. Avoid the hard sell and consider mentioning promotional products instead. If a potential customer is interested in a particular product or service but cannot afford it, ask sensitive questions to determine what it is about that particular product or service that interests them so you can recommend an appropriate alternative.
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2. Proactively engage. Smiling and welcoming potential customers to your store will help them to feel relaxed in your presence. Ask if they need any help choosing, but back off if they say no and find something to do that keeps you busy but available should they need your help or advice during their visit. Responding to reviews and comments on social media and via your website is equally important for those customers who prefer to purchase remotely.
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3. Follow up. This is important both for the occasions when things go well and when they don't. Collecting personal information should be managed with the utmost of care and only for good reasons, so the most likely circumstances where a follow-up would be necessary would be in the event of a customer complaint or if a customer posts on social media about an experience (good or bad) with your business. In either case, engaging at the earliest opportunity is essential, but following up a few weeks later will prove that you truly care about your customer and build trust.
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Always remember that your business cannot function without your customers, so treat them in the way that you would like to be treated. Take ownership of any issues and resolve them in a friendly and non-confrontational way. Your franchisor will be able to advise you if the issue relates to the product or brand rather than your specific branch.
