Life on the Floor

February 15, 2016

Not long ago, I had the opportunity to visit the great Musical Instrument Museum on the outskirts of Phoenix. This is a fabulous museum and well worth your time if you happen to be visiting Phoenix. For me it was a total surprise. One of the other museum stores I visited recommended that I see it and I’m so glad they did. I expected a modest venue with a small collection of musical instruments. Instead, I got to enjoy a mega museum with musical instruments from around the world and throughout the decades. All of the displays are interactive, with music provided to each patron though headsets as they wander around the museum.

One thing I noticed in the museum’s store was a small sign that read, “Our Staff Recommends.” The sign was over a selection of CDs of a wide variety of music. Obviously, selling CDs in the Musical Instrument Museum isn’t too surprising. But there’s a good chance though CDs aren’t familiar to the potential buyer (I don’t think anyone picked the latest Taylor Swift for their recommendation). So, a knowledgeable recommendation is much appreciated. A staff recommendation brings the perception of the expertise of the floor staff to new level. It becomes clear that the staff is more than just “hired help.” They are experts.

When I see clues that indicate that the staff really knows what they’re doing then I find myself willing to ask more questions, and eventually buy something. When you buy something at Home Depot you want honest expertise; you appreciate the advice coming from someone who knows what they’re doing. Anyone shopping at a museum or cultural institution store will appreciate the honest advice of your floor staff. Granted, buying an item in a museum store is different than buying a circuit breaker at Home Depot. On the other hand, no one knows your store like your employees. If someone asks for a gift idea your team should be able to suggest several items in a variety of price ranges.

If your museum or institution has a particular specialty, then hopefully your staff is well-versed in the items in your store that match that interest. Some museums feature a broad spectrum of art, science, or history and the items in their stores reflect that. Even in that case, staff recommendations for books, music, or even toys can help close the sale.

Too often, staff interaction is limited to, “Hello, can I help you?” Everything is reactive instead of proactive. Don’t let the sales counter become a barrier between the customer and the staff member. Often, it helps promote the” us vs. them” mentality. There’s a reason Nordstrom’s instructs their employees to come out from behind the sales counter to hand the bags to their customers. Ideally, your staff member uses their communication and interpersonal skills to create a partnership between themselves and your guests.

Give people time to browse and to get comfortable so that they can discover all the things that make your store unique. A museum store isn’t a 7-11. Your customers aren’t running in for a loaf of bread and a six-pack of beer.   Every museum store is a new adventure, just like the museum or institution it inhabits.

Even in a world-class facility like the Musical Instrument Museum in Phoenix, the store can be icing on the cake. A fully engaged and expert staff can make a big difference to both your customer’s satisfaction and to your bottom line… and that’ll be music to your ears.

Steve White is a writer and entrepreneur based in Denver.