I have observed that there are two (2) distinct kinds of businesses. The first type seems to go out of its way to make shopping a problem. Whatever you want they don't have, but they can order it in. The staff are disinterested, the lay-out is worn and uninviting, the business may smell old and musty, even if it isn't that old, and every time you leave that business you feel dissatisfied.
The second type of business is fresh and energetic, whatever you ask for they have, finding the product that you want is easy, and the staff are always friendly and enthusiastic.
These two (2) types of businesses are both very common. Clearly, the second is far more inviting and there is a much greater chance that you will return to it than to the first type.
I recently went into an electronics shop to buy a power adapter for a computer attachment. All I wanted was to walk in, buy the product and walk out. Instead, what unfolded was a nightmare. The business I chose to visit markets itself as having absolutely everything electronic. When I asked the bored looking young man behind the counter if they had the relevant power pack, he simply said 'no' and went back to his newspaper. I found this incredibly irritating, so I stood there waiting for him to get the message. After a few minutes, he looked up again and asked if there was anything else that I wanted. I repeated my request and he called out for the techno wizard hiding out back to come and sort me out. (His exact words were, 'There's some guy here who wants something and I don't know what he's talking about.' Smooth, very smooth.)
The wizard came out and, while he was polite enough, the scenario that unfolded was hilarious. He started giving me electronic kits that I could 'easily' assemble at home. All I wanted was a plug-in power pack, but now I was standing in this store with my arms full of electronic gizmos, soldering irons, instruction booklets and stuff that I'm sure was developed by NASA. I burst out laughing and said to the guy that he had to be joking. Then he proceeded to lecture me on how easy it was to put it all together and surely I had the ability to do something as 'simple' as this.
For those that know me, if I need a light bulb changed I call in an electrician - believe me, it's safer for all parties this way. My wife, is the handy one in our relationship and I'm proud to admit it. The ongoing irony of the situation refuelled my laughter and, of course, the wizard assumed that I had gone insane. Finally, I put everything on the counter and walked out and up the road to another store that sold me a power pack for $29.95, with the whole transaction lasting less than a minute. The really dumb thing on my part was that I had been to the first electronic store a number of times before with a similar outcome, but I persevered because I simply couldn't accept that they could keep getting it so wrong time after time.
You may be able to relate to this story and have had similar experiences. Understanding your customers and knowing what they need is the essence of customer service. Clearly, you are not going to be able to provide the exact product for every customer that comes in your door, but you should be able to provide the right products for the majority of them.
Further to this, you need to be generous enough to help the customer find the right product, even if you can't sell it to them. Try to point them in the right direction, make a quick call, or give them the telephone number of a business that might be able to help them, even if it's the opposition. By doing this, you have still offered good customer service even though you didn't make a sale, and the customer will remember your willingness to help.