If you are in Malaysia or Singapore and you sell stuff to customers, there is one phrase that can ruin your brand.
“No stock Lah.” Is repeated time again by poorly trained and disinterested staff.
This seemingly innocuous phrase should be banned in your organization. While we’re at it, you should also ban the obligatory disinterested shrug of the shoulders that normally comes with the phrase.
For the uninitiated, the phrase is common in retail outlets the length and breadth of Malaysia and still, despite the alleged sophistication of the city state, in many of the malls up and down Orchard Road in Singapore.
This simple yet powerful phrase, used with annoying regularity in both discount stores and swank boutiques of luxury brands negates every penny your organization has spent on sales training, reputation development, customer service, customer relationship management and other operational excellence initiatives.
It renders worthless the massive investments you have made in licenses, real estate, interior design, stock, utilities and more.
It erases the hard work you have put into press releases, press conferences and other promotional efforts.
It undoes all the good of the advertising campaigns you have run for years in an attempt to get a consumer or two to give your brand a chance.
In a heartbeat, it ruins every single, expensive effort, financial and otherwise you have put into getting the consumer into your store.
In short, this seemingly innocuous phrase can ruin your brand.