The ten deadly sins of small business.
At this stage the effect is undeniable that the economic crisis is having on consumption in Spain. Only for reference, according to data provided by Google, searches for the term crisis, recession, economy and bank on the Internet portal in June 2008 exceeded for the first time ever, a search on the sports field.

Shops, supermarkets neighborhood, the shipping firms and removal crews to housing reforms, and many small businesses are suffering the ravages of the crisis and the containment of household consumption.

In the midst of the storm, spending seems to have become a luxury available to few, so buying decisions take longer to reach the fruit of a long reflection. For this reason, it is particularly important to take care of the details in the customer relationship. If until now the management experts warned of the importance of caring for the buyer, it has become an endangered gives even more value.

Queues and poor treatment facilities pushes the client to the competition

Expansion has identified the ten most feared mistakes Spanish consumers. People have viewed negatively assessed in order of importance, which allows a company a bad word with the client, which does not heed the calls and the trade from his poor health.

1. Avoid the queues.

Mary and Nuria always go together to the sales. Each believes the purchases of the other and also become the company while waiting in interminable queues to pay. But this year, are clear: "We're not going to waste time," says Mary. "Before, you had to fight for a bargain and if you had to wait, as expected. This year, the Kings have been less generous, although prices are lower. If I'm lining up, I'm not looking for Animals. If I do not want a charge, secure in the front do, "says Nuria.

No more annoying to wait a queue while some counters are closed. Ensuring the successful experience of the consumer to pay, is critical. Testers in a queue or in the box that customers can do to stop the purchase for another time, and even to leave the premises due to competition. Given the usual tendency of many fashion to generate long lines, increase staff during the most intense hours can become not only a source of customers, but also a form of loyalty in the future.

In crisis, buyers want cheaper prices, but demand the same quality

2. Sell quality.

It seems manual, but there are still those who are bent on selling cheap at the expense of lowering quality to the end. While the low cost is a major beneficiary of the crisis and that customers are looking for a quality-adjusted price, the fact remains that quality remains a variable with a lot of weight in this role.

Francisco takes about two weeks looking for shoes. Gone are the days where you could spend 200 euros a pair, but neither will I go to buy from the Chinese. " "I can not spend too much but do you think will last the whole year and I was not falling feet every time I put them," he said. "There are shops where they do not understand that I am in difficulty, not desperate," he concludes.

To care for a long service and customer care, will serve for nothing if the product sold does not meet quality expectations. The customer is used to pay for a service and receive a minimum standard of quality, but now expects the price drop is not so willing to do that quality in the same half. In the event of any defect, it is preferable that the clerk report due to the consumer what to expect from the article, as well as introduce other alternative that may better fit your needs.

Hide the price does not facilitate the sale of an item, since it seems to be removed for being expensive

3. Thought the product.

The sale depends on more than just provide a quality and fair price. Other factors, such as an attractive package or correct information. Although this depends on the manufacturer's marketing department, is the retailer who chooses the products described in their shelves. Sometimes, in order to offer more affordable prices, opting for products known foreign brands in the country. The problem in these cases is one and that translations of the texts are defective product and generate an image of low quality products even in the most recognized companies in their country of origin.

Elvira wanted to give her a hard drive multimedia recorder with integrated DTT for Christmas. As did not know where to start, he chose one of those big chains have all kinds of consumer electronics and technology. The seller explained the differences in each model and recommended two brands with a very similar, but totally unknown.

To decide, Elvira tried to obtain more information by reading the technical explanations of the box, and although I did not know a lot of technology, it knew that "gravador is bo writes that" card "is j. Finally, although in the end had to pay more, rather go to a small room where he was offered a brand of a lifetime. "How are you going to be high-tech do not know whether to write in Castilian?

In some local confuse loyalty and care burden and deal with the customer to force a sale

4. Cleanliness of the room.

Elvira did not win for surprises in their Christmas shopping. I wanted to buy a high definition DVD and re-tested in a large area. Inside the room, a December 22, were doing work and to his surprise there was only one person cleaning the line, which accumulated so much dust in some cases could not even see the article to be sold. "And then would wonder why their local was empty and the next full, when prices were very similar," says this shopper.

The image and the climate of a place also sells. A local little care, disorderly or dirty because the bad impression that a poorly made product. Or even worse. If the customer concludes that hygiene is not a local, not again.

5. Facilitate returns.

One of the biggest successes of the supermarkets was the announcement of "and if you do not, your money back" policy that they were forced to follow the rest of businesses to compete. However, especially in times of sales, obstructing returns can be a very dangerous fashion.

A simple return to the customer loyalty because it gives you security if you change your mind

Henar says she spent more than $ 300 every month in the same establishment, where he had some problems with handles of a cobbler. The manager of the customer service department said that the damage it had caused her to do well and the installation will not change. Accept the claim to the company would have meant an expenditure of just over five dollars and be loyal Henar, who did not hesitate to take your $ 300 monthly to competition.

6. Dependientes trained and friendly.

Henar problem is closely related to employee training and treatment to the client. Laura and Michael advantage Sunday opening hypermarkets to purchase monthly. "The worst is when it comes time to pay. Is always the same cashier, who only complain that he has returned to work on Sunday and play it to criticize the company responsible for transporting the next home. Sometimes both are thrilled with his speech, which even have to tell you that we have to hurry to follow the articles by passing the box, "explained Laura and Michael.

Train employees in the basics of the deal the customer is essential to ensure a comfortable. Moreover, it is essential that the seller also has the expertise to be a good trade. Felix, for example, came to a computer shop to release a modem and can be used with another operator of the Internet, but the salesman assured him that it was not possible. Soon, he heard a friend that it is possible, through a procedure similar to that followed with a mobile phone. "I still do not release the modem," said Felix.

7. Accessible and adequate customer service.

Sergio has contracted a virus four licenses for the entire home network from home (three laptops and a desktop PC). Every time you turn on a computer, he jumps at an antivirus vendor with an incredible offer that can not recruit. Find an email or telephone contact on the Web is almost impossible mission, and when it gets are either not operational or no one answered your question. Conclusion: 'licenses when they expire will seek another supplier. "

8. Do not cheat.

The deception is the ultimate evil for a business. Some studies state that for every customer upset, lost twenty. Consumers do not always talk about their shopping experience with others, but it's best not to risk it.

Cristina is the mother of two children and works as a conference organizer. One day, your laptop battery runs out and decides to go to a computer shop. It takes three weeks to change the battery is charged more than they should, and ask for justification for the bill, he responds with bad words. "It was the last straw. I was treated as if it was silly. I paid them, but I am well informed of what is charged in each of the area and, for days, I put on the door informing people trying to enter the store, "he says.

9. Loyalty and not overwhelm.

While customers consume far less than in times of economic boom, it is important to maintain them. Loyalty can be a good deal or advantageous tariffs. However, those responsible for a business must never put pressure on the visitors to the establishment, could overwhelmed. A chain of department stores in Spain was known for having dependents pursuing customers.

This was because his salary was highly dependent on sales achieved. Over time and after several surveys of consumer satisfaction, the company decided to warn employees of this issue and they reported a series of basic guidelines to improve their service.

10. Price visible.

Hide the price of goods makes it difficult to choose products from the customer. In addition, customers relate without windows prices of luxury brands. The ability to compare prices and find the best deals, and the variety in our product offerings, according to the search email Kelkoo, the main reasons that encourage consumption on the Web

Expansion Journal 20/01/2009