Does price dictate the level of customer service? On friday afternoon that was a question that started to get me thinking. When it comes to buying cars and other luxury items, yes, price does dictate the level of service you receive. But what about specfic price brackets? R70 - R150 price bracket? Should you receive 5 minutes of a employee’s time for spending R150, but no acknowledgment or help whatsoever for spending R70?

I was to attend a family wedding on Saturday, and I had everything sorted for my outfit, except a tie. So after work on friday I went in search of a tie to go with my black suit. There were 3 shops that I had my sights set on in the Somerset Mall. Edgars, Markham and if push comes to shove, Martin Delport.

Being friday afternoon, the shops weren’t too busy, so I was expecting to run into a salesperson almost immediately while browsing and my tie would be sorted. Well did I have another thing coming…

Markham
No of customers in store: 2
No of visible salespersonell: 3
No of salespersonell making eye-contact with me: 2
Tie range: 7 out of 10

Markham was the worst of the three shops I visited. Not only did I walk from the tie section to the shirt section twice, but I made myself look like I needed help so that I would attract attention. The two cashiers were too busy chatting to the only male salesman, that after I had made direct eye-contact with the one, she immediately looked away. The closest salesperson to me was standing in the tie section, and I walked straight past her on the way to the ties. Twice. Needless to say, after spending 5 minutes in the shop, I left. No help = no sale.

Edgars
No of customers in mens shirt and tie department: none
No of staff in same department: 2
Tie range: 6 out of 10

Edgars being one of my favourite stores (not as much after this experience), I thought this would be my final stop in my mini-adventure. After walking round and round the tie stand trying to find an affordable tie(R200+) and watching the 2 staff members chatting to themselves while “looking” busy, I left. They saw me walk into their department They saw me looking at the ties. They took no notice. Its friday afternoon after all, so why should they blink an eyelid?

Should I go back to Markham? Where else could I buy a tie? What happens If I can’t find a tie? I was running out of ideas, so plan C was brought into action. Ive never set foot into Martin Delport before. It specializes in enswear, mostly suits, shirts and tailored outfits. So expecting prices to be way out of my league, I thought I would just have a look, and take knowledge that I’d never set foot into Martin Delport again until my piggy bank is seriously full.

Martin Delport
No of customers in store: 2
No of staff: 2
Tie range: 7 out of 10

I walked into the store, and I spotted the ties immediately. As I started browsing I was approached by a salesman offering me assistance. “I need a tie.” I said. He immediately got onto my case… shirt colour, event, any favourite colours etc? he asked. He whipped out a black shirt, laid it out and started folding ties so that we could find the right colour combination. He folded and unfolded about 5 ties without getting irrated, and he gave me slight suggestions as I was deciding. R120 later I had my tie. I was looking at spending less than R100 but after the service I was given, there was no looking back. As we were ringing up the purchase he started chatting about previous weddings he had been to and the suits and clothing that have stood out from the events. He even cracked a joke about one of grooms.

What the salesman at Martin Delport had done is make me feel exactly the same as the customers that spend R10 000 in the shop. Markham and Edgars treated me like the invisible man, and the invisible customer doesnt spend money where they arent felt welcomed.

So in future, no matter what your customer looks like, smells like, what colour his credit card is or what time of day it is, treat all customers equal, and your sales will increase along with customers. More importantly, those customers be back because of the service, and returning customers is what all business’s small and large, strive towards.

(This one’s for you Nigel!)