Words by Jennifer Bradbury CUSTOMERS at the Market Hall in Bolton can expect a warm welcome in future.

Not that they didn't always get a warm welcome.

But staff there have been taking part in a series of "charm offensive" seminars designed to persuade customers not only to buy, but to return . . . again and again and again.

The pilot scheme - the idea is to extend it borough wide eventually - is aimed at improving the customer care skills of retailers in the light of the threat posed by the massive Dumplington retail centre in Trafford, due to open later this year.

And one of the most important aspects the retailers, including sweet sellers, cafe waitresses, fruit and veg men and clothes sales people learned, was the art of communication.

What you say, what you wear, and what you do are vitally important, because they are all part of body language.

So out goes chewing gum, folded arms, grim expressions, and grumpy responses. And in comes smiles, polite greetings, helpful advice, and eye contact.

During the seminars, which were conducted by advisors from Strategic Consultancy, staff were taught that body language plays a vital role in customer care. It can be used to discover another person's true feelings towards you and what you are saying; and you can use your own body language to project yourself in a more acceptable and successful way.

The message was loud and clear: "Control it and use it to your advantage so you give the right message to other people."

However, they were warned to be careful when dealing with people from other nationalities and cultures. Many body language signals are universal, but many are not. And traders could unwittingly give or take offence because of these differences.

But just as one drop of water doesn't make an ocean, one gesture doesn't prove how the other person is thinking.

To make sense of body language it has to be seen in the context of a cluster.

Some clusters of body language signals are open, expansive and positive. For example, leaning forward without ankles crossed. This probably shows interest, acceptance and a welcoming attitude.

But other clusters of signals are closed, defensive and negative, including leaning backwards, ankles crossed, arms folded, and head down. Taken together this probably means that the person feels non-interest or rejection of you.

Jenny Wilson, manageress of Tie Rack, who helped organise the classes, said: "It's all about motivation. I thought I knew everything about this job, but I learned so much through the classes. A lot of it is obvious, but it's good to be reminded of how important your skills with customers really are."

She went on: "Most of us do it anyway, but the course made you look at your shop through the eyes of the customer. You've got to make the customer feel welcome, and let them know that you are on hand to give them help and advice. But you must not? come over too strong because that puts them off.

"We were reminded that if you are in a mood, you don't take it out on your customer.

"You can't have any prejudices and must give every customer the best service possible, even if you think they are a shoplifter. They may just have gone straight," she laughed.

"Body language is so important if you want your customer to come back. If you are talking in the shop and a customer comes in, you can't ignore them. You must say 'hello' and tell them that if they need you, you are there.

"You must always smile, it doesn't cost anything to smile, and you should make eye contact. It's important, also, to listen. People like to talk."

Dennis Vint, development manager at local enterprise agency Bolton Business Ventures, which helped set up the sessions, said: "We are trying to improve customer relations and the performance of individuals within organisations. When you are selling to people, the aim is not just to sell a product.

"You have to make the customer feel happy.

"If you can do that it is more likely that they will return for a repeat purchase in the future. That's what it's all about."

The efforts being made by Market Hall staff are complemented in the document Vision For The Future.

The strategy, put together by various organisations across Bolton, is designed to take the borough into the 21st century and it outlines its intention to make the town into a "centre of service excellence", across the board. "We will know we have succeeded when visitors, or companies doing business with the town, comment on the efficient and courteous way they were dealt with.

"Bolton will have the advantage that the technical quality of the services provided, and the products produced here will be matched by the standard of service," reads the document.

"Elevating the concept of service excellence to this level of importance will bring greater success to many of the other projects planned for the future, because they will be carried out with a commitment to service."

Converted for the new archive on 14 July 2000. Some images and formatting may have been lost in the conversion.