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Have you ever acted or been in a school play? At first you feel uncomfortable, but when you finally let go and actually become the character, it gets easier and the performance is better. That’s why we hear of so many actors who research their parts for months before they start rehearsals.

Acting like a customer in your own business shouldn’t require much research, after all you have been dealing with customers for years. You have heard all of the complaints, the attitudes, and the whining about price more times than you care to remember. It’s time to use it. Shop your store the way a customer would. Approach the front door the same way. If you have windows, look in them the way a customer would. Are they clean? Do they look professional? What kind of image do they give? What are your expectations about the business before you even enter? Do you expect better merchandise, discounted merchandise, unique or unusual, or the same as everyone else?

Once you cross the threshold what grabs your attention? Is the business clean and organized? Is it busy? Is it easy to find things? Is there merchandise that is being promoted or priced so low that you just have to buy it? Is there something that is so different that you just have to tell all your friends about it? Are there cute whimsical signs that make the shopping experience fun? Are there things that are in need of repair? Are displays fresh and full?

Be critical, be hard on yourself, and start to make a list of the things that bother you. I almost wrote the things that you must correct. But if you say that, you jump out of the character of being your customer.

Then ask yourself “If I were a mystery shopper just coming into the store for the first time, what would I think and what would I write in my report? Would I be complimentary or not?” If you really want to bring this experience to another level, then shop other businesses and see how they compare to each other and to you. They don’t have to be in the same industry as yours. I had dinner tonight at a popular chain restaurant and asked the server what a certain pin he was wearing was for. He was proud to say he got it from a mystery shopper who awarded it to him for providing exceptional service. You would think he had just won Olympic Gold.

The question that always comes up is when should you do this and do you have your employees actually wait on you? First you can do this almost anytime and it should be done at least once a quarter. NO, I don’t recommend having your staff wait on you. That can get a little too silly BUT don’t be afraid to have your staff shop you like a customer to get their feedback. Then compare your findings.

With the eyes of the customer and being in a role playing/acting frame of mind, you will discover things you just never notice. In my seminars I ask people to ask themselves without looking if they have numbers or slashes on their watches. Then I tell them to look at their watches and it amazes everyone when about 35% of the audience starts to laugh because they didn’t know. This is something we look at everyday, 20 to 30 times a day. This is the same premise. It is making you aware of the things that we take for granted and might not notice, like the stain in the ceiling which we have been planning to take care of for the last two years, or where the carpet is worn out, or the unprofessional paper signs that just junk up the business near the cash register.

As I shop stores, I ask myself more times than I care to remember, and I am sure some of you say the same thing, “Do they know what their business looks like?” I really think they have just gotten used to their surroundings and just don’t notice. Try it. It will make you your own retail consultant and discover things that you never even realized.

One more thing before I sign off for this week. I want to thank everyone for the beautiful responses and stories that I received regarding my Uncle Ben. I wish that I could have responded to each of you, but I am sure that you will understand. What a wonderful caring community I have—thank you.