Here’s an interesting thought: How do you actually use your mystery shopping reports to enhance your conversion rate?
Too often reports arrive, they get skimmed or worse ignored and then filed away. That’s a wasted opportunity. Let’s break down how to get the most out of every single report you receive.
Step 1: Read the Report (Properly)
This sounds obvious but it needs to be said. You must read the report.
- Some owners will focus on the yes/no boxes – whether the script was followed, whether a tour was offered or if prices were given.
- Others (like me) will focus on the comments as this is the real story behind the shopper’s experience.
It doesn’t matter which you choose, but what isn’t optional is skipping the report. Every detail is a learning opportunity.
Step 2: Give It to the Team Member
Once you have read it, hand the report to the team member who handled the inquiry. Be clear with your instructions:
- “Do not give me excuses. Read this report and tell me three areas you think you can improve.”
That’s it. No debate about whether the shopper was genuine. No excuses. No arguing over details. Trust the process and focus on improvement.
Step 3: If You Have a Sales Training Consultant – Use Them!
For clubs with sales consultants, mystery shopping reports are the best thing since sliced bread.
- Give the consultant the report.
- Ask them: “What are the three things you’re going to train Rachel, Peter and Kirk on when you are back in the club?”
This turns the report into a blueprint for highly targeted training. No more generic workshops where half the team sits back with crossed arms thinking, “That’s not me.”
With specific feedback, your consultant can address real weaknesses in your team and every training session becomes practical, personal and powerful.
The Bottom Line
Mystery shopping reports aren’t just a scorecard, they are a training tool. Whether you self-manage sales development or have a consultant, the process is the same:
- Read the report.
- Get your team member to identify three improvements.
- If you have a consultant, give them the reports so training is laser-focused.
Do this consistently and your mystery shopping reports will become one of the most effective conversion tools in your business.
Experienced and results orientated Lisa delivers exceptional customer service, reflecting her commitment to her clients’ success. She combines a warm, compassionate personality with steely determination and focus. Lisa’s early experience working in Media followed by her career in the Real Estate Industry that spans over 25 years is where she has honed her Sales, Marketing and Customer Service skills. Dedicated to her clients’ success shines through in her everyday approach and she is both passionate and proactive with a genuine knowledge and belief that Mystery Shopping can make a huge difference in your business. Lisa is an avid bibliophile and works as a writer and editor in her spare time.