I know. You're busy. You might have trouble remembering when you last had a real lunch break. You're managing a store, and there is always something that needs to be done yesterday.

If you are not regularly spending time with customers, you're missing the boat. And I don't mean just helping customers on the sales floor. I mean getting to know them better and asking for feedback about your store.

Independent retailers, like you, have the advantage of being close to the consumer. Often you know many of your customers personally. One of the most important things you can do to attract more customers, is to build on this strength.

Work to improve your relationships with your existing customers. You will learn more about what your customers need, and they will start to tell their friends about you.

Knowing who your customers are and what they are passionate about is crucial to getting more shoppers in the door. Too often I speak to retailers who have no idea who their customers really are.

You cannot appeal to everyone. If you try, you will end up with a watered-down store identity and experience that doesn't appeal to anyone. You'll be just another generic store that looks like all the others.

To create a shopping experience that is truly unique and exciting, you need to know your customers and what they want. Then you can create a dynamic store atmosphere that your shoppers will love!

The best way to get to know what your customers want is to ask them. Start asking your customers about what they think. Make it a habit to ask your customers questions.

This works for two reasons. First, knowing what your shoppers want helps you create a store that gets attention.

Second, questioning is a great sales technique. Customers want you to be genuinely interested in them. By asking questions, you begin to develop a relationship with the shopper. The sales process begins to flow naturally as you get to know the customer better. She doesn't feel pressured when her needs are the focus, not yours.

Your favorite customers will be your best source of feedback. Your goal should be to attract more customers like them. Focusing on your best customers will help you develop a clear vision and direction.

Ask your best customers what they think of your store. Ask them what they like. Ask them what you could improve. Make it clear that you appreciate their feedback. If you are asking for a lot of information, or asking them to write down their responses, think about offering a small gift or discount as a thank you.

When you receive new products, ask your customers for their opinion. Tell them you are trying a new product and would like to know what they think of it.

You could create an elaborate system with suggestion cards, or surveys. Often in a small store, coming up with a process and system for soliciting feedback is just too complex. Before long you are bogged down in setting up the system and frustrated because it is difficult to get shoppers to respond. Soon you've set the whole idea aside and have decided that getting more feedback from your customers is just too hard.

Instead, just start talking to your customers even more than you are now. In a small store, you have the advantage of having a personal relationship with the customer. In a chain store, you can also create a personal relationship and solicit feedback, but the disadvantage is that it is harder to get that feedback to the decision makers.

You can translate feedback into new ideas almost immediately. You don't have to go through a long approval process, or write a proposal. To get feedback, just get in the habit of asking questions and talking with your customers. Teach your sales staff to do the same thing. Keep a notebook to jot down customer comments throughout the day. Review the book once a week and brainstorm new ideas.

When you have a new idea, ask a few of your best customers what they think about it. Get them to help you make that idea even better.

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