Going Beyond the Basics in the Shed Industry
When I turned 24, I began a decade-long journey at a casino, a fascinating place that taught me invaluable lessons about customer service. This establishment, originally christened Players Island by Merv Griffin in 1991, transformed under new ownership into Harrah’s Casino in Metropolis, Illinois. My role there from 2005 onward, in various departments, was an eyeopener to the art of delivering exceptional customer experiences.
Not Just a Product, An Experience
Casinos, especially ones under the Harrah’s brand, have an elusive yet potent strategy for excellent service. It all starts during the interview process, where candidates learn they’re not just selling a product but an experience. Unlike a tangible purchase — like a shed, garage, or carport — where customers leave with something in hand, visiting a casino is all about fun. The thrill is intangible, and successful casinos capitalize on the ephemeral nature of entertainment. But the principles they use can apply to selling sheds as well.
Sales Is a Transfer of Enthusiasm
In the world of tangible goods, your task isn’t just to meet basic expectations; it’s to ignite enthusiasm within your clients. Sales is often regarded as a transfer of enthusiasm. Are you fired up about the sheds you sell? Are you eager to assist customers in envisioning the positive change a shed could introduce to their lives — whether it’s solving a storage issue or adding an aesthetic element to their backyard? If you’re part of sales, customer service isn’t just a function of your job — it is your job.
Make the Customer Feel Special
I used to observe top-notch customer service practices unfold at the casino. Harrah’s understood that visitors were seeking an experience, and our job was to make every customer feel special. Every transaction was as if you, the employee, were starring in the “spotlight,” ensuring each guest interaction exceeded expectations.
This approach started with a simple, yet effective interaction: initiate a warm greeting, introduce yourself, and if possible, recall the customer’s name from a previous visit. Added to this were key elements like vocal inflection, positivity, and mentioning any ongoing promotions. Upholding a positive, engaging demeanor was non-negotiable during my tenure.
Revisit Your Sales Process With Fresh Eyes
Ahead of every shift, we met for a “buzz” meeting. It was where we caught up on new happenings, engaged in trivia games, and generated a wave of enthusiasm to carry through into our workday, ensuring everyone hit the floor bubbling with the right spirit. This begs the question: is such an energetic approach necessary for selling sheds? The short answer is no — but revisiting your sales process with fresh eyes just might be beneficial.
Make Meticulous Attention to Customer Care Your Gold Standard
After visiting 30 states and speaking with shed enthusiasts — sellers, haulers, and builders — I frequently draw parallels between casino-based customer care and interactions at shed retailers. Back then, meticulous attention to customer service became my standard for evaluating my experiences as a consumer.
Working in the casino had raised my expectations so much that every customer service encounter outside of work became a mental benchmark test against the gold standard I had come to know.
We even had an “Own It” program at the casino, in which employees were encouraged to treat every customer interaction as if they were the owners. It revolutionized our approach, making accountability a cornerstone of the customer experience. This involved undercover evaluations, dubbed “spotlights,” from secret shoppers or management to ensure adherence to our high-set standards, ultimately influencing bonuses, promotions, and wage evaluations.
Be Proactive: Sheds Don’t Sell Themselves
This brings me to a pivotal reflection: what kind of customer service do you offer with sheds? It’s sobering how often I observe a lackadaisical approach throughout the industry. Dealers not answering phones, neglecting to follow up with leads, and a general attitude that the product alone should impress potential buyers is far too commonplace. Some go to lengths insinuating these structures sell themselves, which sounds more like a passive excuse than a proactive sales approach.
Always Be Learning and Improving
Instead, I believe in curiosity, continual learning, and benchmarking oneself through industry research. I continually seek out sales training, attend trade shows, and mix with the community — whether it’s retailers, haulers, or builders — to elevate my understanding and performance. The cornerstones of great customer service are simple yet impactful: be present, stay on time, keep your hours, and answer the phone. Effective follow-up is critical, often a decisive factor in transforming a potential client into a successful sale.
Set Your Business Apart with Five Customer Service Strategies
Here are five customer service strategies to distinguish yourself as a standout shed dealer:
1. Personalized Consultations: Tailored consultations are key to making clients feel valued. Spend time understanding their unique storage needs, aesthetic preferences, and site constraints. With this information, you can offer customized solutions aligned perfectly with their vision, building trust and a long-lasting relationship.
2. Comprehensive After-Sales Support: Extend your support beyond just the sale. Offer guidance on maintenance, repairs, and potential upgrades. Be readily available in case of any issues. This level of commitment reassures customers that their satisfaction is your priority and solidifies your reputation as a dependable, customer-focused brand.
3. Virtual Showroom Experiences: In today’s digital age, immersive virtual showroom tours can significantly enhance the buying experience. Use interactive features to showcase your product range and provide live virtual assistance. Doing so not only broadens your reach but also meets modern customers where they are — online.
4. Flexible Financing Options: Recognizing that buying a shed is a major investment, offer diverse financing plans like rent-to-own options. Accommodating various budgetary needs improves accessibility and signals your understanding of financial constraints, distinguishing you from competitors.
5. Proactive Communication: Maintain transparency with clients through consistent and clear communication at every stage, including order updates and post-purchase follow-ups. Regular communication reflects respect for their time and boosts confidence in your reliability, reducing uncertainty and enhancing the overall customer experience, leading to loyal brand advocates.
These strategies require minimal investment but offer maximum return in brand loyalty and customer satisfaction. They provide the potential to transform customer interactions from transactional to relational — paving the way for sustained business growth and enduring customer relationships in the shed industry. GSCB
Shannon Latham, the driving force behind the Shed Geek Podcast (shedgeek.com), is a seasoned professional in the shed and portable building industry. He doesn’t just work in the shed industry; he lives it. Hosting the Shed Geek Podcast, he builds community by engaging with industry experts and enthusiasts alike.
