In today’s competitive retail environment, every sales opportunity counts. One of the most misunderstood — and often misused — strategies is client outreach via telephone. Too often, a retailer enthusiastically launches a phone campaign only to discover it does more harm than good.
Understand the Customer’s Perspective
Your customers lead busy lives. A phone call from a retail store during a hectic day can feel like an unwanted interruption. Imagine receiving a call that begins, “Hi, this is Brad from ABC Retailer. Just checking if you have any upcoming events where our products might help.” The likely reaction? “Why are you calling me in the middle of the day? I just got the baby down for a nap!”
The Two Big Challenges of Phone Outreach
1. The salesperson doesn’t want to make the call.
2. The customer doesn’t want to receive it. So, How Do You Make It Work? Get the customer to ask you to call them. The effectiveness of your outreach program depends on two key elements:
1. How You Introduce the Program
When introducing a VIP program or customer profile system (details below), present it in a way that makes the customer want follow-up contact.
Focus on the benefits to them:
“I’d love to keep track of past purchases so I can recommend items that fit your style.”
“I’d like to notify you of new arrivals or special events.”
“Fill out this VIP card. I’ll call you a couple of weeks before your special event to remind you or help with gift ideas.”
Write out 15–20 different ways to introduce the program to various customer types.
Practice them.
2. Your Ability to Personalize the Conversation.
Use the information you’ve collected to show attentiveness: “Hi, this is Brad from ABC Retailer. You asked me to call before your anniversary with some ideas. By the way, how was your ski trip to Vail?”
The Goal of Client Outreach
When calling, your objective is to schedule an in-store visit. That means your message needs to be relevant and personalized.
The First 7–12 Seconds Matter
You must clearly communicate:
1. Who you are
2. Why you are calling
3. What’s in it for them (remind them they requested the call)
Avoid Generic Openers Like:
“Just touching base…”
“Wanted to make sure you got the info…”
“Haven’t talked in a while, so I thought I’d check in…”
“Is there anything you need?”
“I’m calling to introduce myself…”
Types of Outreach Calls to Make
Each call type should have a distinct message. Examples include:
Post-sale or delivery follow-up
Service/repair follow-up
Event reminders (birthdays, anniversaries, holidays)
Maintenance calls (e.g., 6-month free clean & check)
Wish list opportunities
Milestones (graduations, new baby, Sweet 16, etc.)
The Customer Profile / VIP Club
This system helps you build relationships by capturing valuable customer data directly. Information may include: Name, address, phone number(s), Email, preferred method of contact, Spouse and children’s names, and Special dates: birthdays, anniversaries, etc.
Why Customers Should Fill It Out Themselves
1. You must introduce it in a way that earns permission to follow up.
2. Customers are more likely to give complete information.
3. It’s an excellent opportunity to collect info from non-buyers — often 70–80% of store traffic.
4. You avoid the risk of ruining a surprise or making an unwanted call.
5. Customers choose how and where they prefer to be contacted. The most valuable data isn’t just answers on a card. It’s the extra personal details they volunteer: “We’re taking the kids to Disney this summer.” “My parents are visiting from Chicago during the holidays.”
Use that personal insight in your follow-ups to build trust and rapport.
The Impact of an Effective Outreach Program
One retailer I work with requires each salesperson to make five appointments per week. They typically close three of them, averaging $1,500 per sale. With seven salespeople, that’s $31,500 in added weekly revenue — over $1.5 million in additional annual sales.
