From the moment I walked into the Emeryville, California, IKEA store, I knew this was going to be more than simply checking out kitchen cabinets; this was going to be an experience.
How did I know? I knew because IKEA's communications gave me the distinct sense that I would be taken care of.
Walking into the lobby, I saw a greeter standing by the escalator answering questions. Next to him was a tall stand with a sign saying, "Make a list to find things faster."(The store provides free pads and pencils for shoppers.)
To the right, a separate playroom for children. To the left, high on the wall, items displayed with the sign, "New Items." Straight ahead, big signs answering questions about credit and delivery.
Every question seemed to be answered before I even asked it-- spelling out clearly what I would need to know to do business here. All before I even took the escalator up to the main floor.
All of these communications--the signs providing answers before the questions are asked, the displays, the special pads with pencils, and the person to assist — show IKEA is a company that cares about its customers.
So what can you learn from IKEA about communicating to your market, even if you are a professional or a service provider rather than a retail store?
You can learn to communicate a warm welcome, you can learn how to communicate so your clients and customers feel cared for and special.
Here are five ways you can achieve that.
1. Anticipate your customer's questions.
Think through your client's experience with you from the first phone contact to the completion of the transaction.
Does your client or customer know what you will be able to do for them? Are they clear on how you will work together? Do you make it easy for them to do business with you? Have you put this in writing?
Recently, I had a sewer problem. If you've ever experienced a backup in your sewer line, you know you need help now.
I called several companies (getting answering machines) before I found the one I hired. A bright, helpful person answers the phone to discuss your problem, and sets a same day appointment.
Their tag line is "This is no ordinary plumber." From the first phone call to the final transaction, they prove it—and set themselves apart by their dependability and upfront pricing.
2. Be absolutely clear in all your communications.
IKEA prints huge signs which are easy to see; signs so big, you can't miss them; signs such as, "It's okay, you can bring it back." Clear, easy to understand signs, strategically placed where you need them.
You probably don't need signs unless you have a retail location. But consider your advertising, your correspondence, your website. Are they clear, and easily understood? Do they anticipate the viewers’ questions?
3. Demonstrate whenever you can, rather than simply telling.
On the main floor, bedrooms, kitchens, living rooms of various sizes, were set-up with the company's furnishings. These clearly show how the furnishings can be used, how they can be combined.
Unlike most showrooms which have the displays roped off, IKEA allows you to walk through these rooms, demonstrating how they will look and feel.
How can you demonstrate the quality of your service?
When I was looking through the yellow pages for a plumber, I saw several ads all saying the same thing: "We charge by the job, not the hour."
The company I hired demonstrated they understand my money concerns by stating, "You know the price before we start."
4. Give specific directions to guide your customer along the business path.
This may seem obvious to you for a retail store, but just think how often you've been in a department store and had to ask, "Where is the restroom?' because signs are not well displayed.
IKEA guides customers throughout with signs along the way pointing to restaurant, restrooms, exit etc. You need to do the same thing.
No matter what business you are in, it is important to give clear directions, to tell clients exactly what needs to be done, to show them their next steps. Doing this helps them feel more secure, knowing that you are taking care of them.
Today, we tend to be overwhelmed with so much to do and new things to learn. Laying out a clear path for your customer to take makes it easier, and more enjoyable for them to do business with you.
5. Research your target clients—then customize for them.
Before you can know what to communicate to someone, you need to know as much as you can about them.
When I researched IKEA, I learned they thoroughly investigate their markets to provide the correct merchandise for particular locations.
They don't just read about them. Their managers visited houses in the U.S. and Europe, and looked into people's closets to learned their habits and preferences.
They found that "Americans prefer to store most of their clothes folded, and Italians like to hang." The result was a wardrobe that features deeper drawers for U.S. customers.
This is exactly what I help my clients to do: research their audience.
The more you know about the folks you are selling to, writing to or speaking to, the more you can address what most interests them, the more persuasive you will be.
When I decided to write about IKEA, I knew only that I liked the way the store communicated to shoppers; I thought it could serve as a model of good business communications.
What I didn't know is how passionate some people have become about the company.
"...a citizen of Ikea World, a state of mind that revolves around contemporary design, low prices, wacky promotions, and an enthusiasm that few institutions in or out of business can muster."
That paragraph is a testimonial to what can happen when a business communicates with their market in mind.
I encourage you to look at your business communications through the eyes of your prospects. Research your market, anticipate their needs and problems, then communicate clearly to them that you can address their needs in a distinctly beneficial way.
That's the kind of communicating that builds a very profitable business.
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Virginia Avery is the founder of Avery Presentations that offers workshops in communications as well as individual coaching on public speaking and presenting. She can be reached at Avery Presentations in Sonoma, CA.