Retail Sales Training - How People Shop

Not surprisingly, men and women approach the buying process from two completely different perspectives. During the last several years I have done quite a bit of research on this topic and I recently came across an article that offered another perspective. The article was written by Dr. Karen Wade and here is a brief overview of her thoughts.

Generally speaking, men approach the buying process with three objectives:

1/ Research
2/ Hunting
3/ Purchasing

Men will do some research on the product they intent to buy and usually does not the opinions of very many people. He will create some criteria for his ideal purchase and during his "hunt" he settles for a solution that meets most of his criteria.

Women, on the other hand, differ in their approach. They still have 3 objective but they are different:

1/ Research
2/ Discovery
3/ Purchasing

Women tend to do much more research and talk to many more people than men, especially for high-ticket items. Their "discovery" process pertains to the many emotional apsects of the purchase: defining and expressing a personal and/or family style, trade offs between what she really likes and what will work financially and practically in her life.

You can increase your sales substantially by adapting your sales appraoch to each gender. Generally, men will make a buying decision MUCH more quickly than a women. However, when you focus your attention on helping your female customers make an educated buying decision, you will earn her trust and gain a more loyal customer.

Cheers!
Kelley

Retail Sales Training - Get Ready for Superbowl

If you work in the electronics business, you can expect sales to be brisk in the next few weeks since Superbowl 41 is just 24 days away. Part of the hype and lead-up to this event are the statistics involved. Here are some numbers to consider:

- Cost of a 30 second ad: $2.4 million plus production and development costs.
- Total game time: 60 minutes; total commercial time: 30 minutes
- Number of viewers: 125+ million
- Guacamole consumed on Superbowl Sunday: 8 million pounds
- Chips consumed: 14,500 tons
- Increase in Antacid sales the day after: 20%

So, what do these stats have to do with retail?

Well, statistics also indicate that sales of big screen TVs increase by five times in the week leading up to this event. Plus, 42% of the viewers are women. If you sell electronics, sports attire or memorabilia you should be thinking how you can maximize your sales during the next couple of weeks. Here are a few tips you can use to improve your sales results when selling to the opposite sex in the next couple of weeks.

Men selling to women:
1. Slow down your pace
2. Invest time and energy getting to know your female customer so they will be interested in continuing the relationship
3. Talk abut her, her business, her interests, her needs and not about yourself
4. Listen carefully to what she says
5. Avoid giving advice unless you are directly asked

Women selling to men:
1. Look, sound and act confident
2. Keep your conversations related to business or the male clients’ interests
3. Spend less time on social conversation
4. Move more quickly through the sales process and get to the point faster
5. Set clear goals to increase your effectiveness

Please recognize that these strategies are general in nature and are not intended to include ALL members of the opposite sex. However, I have learned in my sales interactions and training workshops that these tips are very helpful. Get more information on this topic in my book.

Don't wait for customers to come to you, be assertive and proactive in seeking them out. And don't forget to focus attention on your female customers--remember almost half of the viewers will be women.

Cheers!
Kelley

Retail Sales Training - Timing is Everything

I was buying a pair of jeans the other day, and surprisingly, received some excellent assistance from one of the sales associates working in the store. I tried on several pairs and finally decided on one particular pair.

I thanked the sales associate for her help and proceeded to the POS to pay for them. As the manager(?) rang up the sale she said, "We have a 60 day exchange policy if you're not satisifed with them." My immediate thought was, "Why is she telling me this?" I had already tried the jeans on and if I wasn't satisifed with them, I would not have bought them.

While I appreciate the fact that the store has a liberal exchange policy, her timing was way off. It would have been much better for the sales associate to say this while I was trying the jeans on, not after I had already made my decision. Or better yet, advise me of this poilicy if I had demonstrated some hesitation or concern about buying the jeans.

Remember, you don't need to tell every customer about your policies. If you do tell them, make sure the timing is right.

Cheers!
Kelley

Retail Sales Training - Women, the Softer Side of Retail

It's a well-known fact that women make up to 85% of the buying decisions in most households. However, most retailers have been slow to catch on to this.

An article in USa Today examines the approach Best Buy is starting to incorporate into to their stores to capitalize on sales opportunities. If your store is staffed primarily by men or you sell items typically purchased by men you should read this. Check it out here.

If you want to learn how to improve your results when selling to the opposite sex check out my first book.

Cheers!
Kelley

Retail Sales Training - Dealing with Refunds

It's the post-Christmas season and more likely than not, your store is dealing with it's share of refunds. Although this is an undesirable aspect of retailing, it comes with the territory. Here are few tips that can make this less stressful and challenging.

1. Be proactive. Instead of ignoring people who are returning an item, take the the initiative and approach your customers with the intent of helping them. This will help you stand out and differentiate yourself from your competition .

2. Listen to them. Many refunds are caused because the customer has no need for the product or item that was given to them. Or, in some cases, it's because they can't figure out how to use it. Listen carefully to your customer's reason because it leads us to the next point.

3. Try for a different sale. Many people are looking for a solution to their probelm, not getting their money back. When you listen to the primary reason behind the refund you can often identify other items that may be of use or value to that customer. Don't be afraid to suggest an alternative solution.

These points are particularly important if your store has a designated area for refunds such as a customer service desk or counter. Far too often, the individual's working this area act like robots instead of human beings, and as a result, lose the personal touch and the opportunity to make an additional sales.

Cheers!
Kelley

Small Mistakes Cost You Big Money

My wife and I are currently looking for a new lighting fixture to hang above our dining room table. We want something relatively contemporary, and so far, have visited approximately 10-15 stores in search of the perfect light.

This quest has uncovered some incredible mistakes that are costing store owners big money in the form of lost sales. Here's an example of some of the situations we have encountered.

1. We walked into one store early in the evening and were greeted with a heavy rock station blasting over the speakers. Although I like rock music, it is definitely NOT appropriate for a retail environment unless you are selling music, extreme sporting goods, or cater directly to a demographic that appreciates this type of music. Based on the selection of product on display, I suspect this lighting store's target market is people between the ages of 35-70 which means their music choice was a significant mistake. I certainly can't picture my mother feeling comfortable making a purchase in this store. In fact, when I mentioned this scenario to her, she immediately said, "I wouldn't shop there!"

2. Another store promised the region's largest selection of lighting fixtures which definitely intriqued us. We dropped by the store, and indeed, they did have a fantastic selection of lights, including several that appealed to our individual tastes. However, very few of the lights were operable which meant we couldn't see what they looked like when lit. Call me silly but when I buy a light I expect to be able to see exactly how it will look when it's turned on.

3. We ventured into another store that had a very good selection of lighting fixtures. We were looking at one in particular and there was a salesperson nearby. She mumbled something to us about the light--I guess to help us--but what she said was incomprehensible and immediately left us to retreat behind the sales counter.

4. Store #4 had a website that appealed to my wife for a variety of reasons and it sounded like this might be the place we find our ideal dining room light. However, the first thing that struck us as we entered the store was the smell of stale cigarette smoke, and as non-smokers, this definitely turned us off. This store had given us the impression on their website that they had an extremely large selection of contemporary fixtures but we didn't see anything that caught out eye. Although there were a few wall hangings and paintings that were attractive we did not want to bring home the smell of stale smoke, so we left. Oh, did I mention that we were greeted by a small dog who barking at us until we left. What a great way to make your customers feel comfortable!

5. We went into another store and noticed several employees standing behind the sales counter, chatting with each other. We looked at lighting fixtures for several minutes (approximately 7-10) but at no time, did any of them make an attempt to assist us. I guess they figured if we needed help that we would ask. Too bad for them.

I could keep going but I think you get the picture. Each of these retailers made some serious blunders that cost them potential sales and profits. What is very unfortunate, is the fact that they probably don't even know it.

Take a good hard look at your business from a customer's perspective and start looking at the mistakes you might be making that are costing you money.

Cheers!
Kelley

Retail Sales Training - Be Kind to Your Team

I came across this article in the Globe and Mail (A national newspaper in Canada).

Retailers better watch out, because they could find themselves crying if they alienate their staff this holiday season, a survey warns. Santa could find even his most loyal elves walking out of the workroom when he needs them most unless he cuts them some slack in this high-stress time of year, according to the poll of 1,000 hourly retail employees conducted by Harris Interactive for employee management software developer Kronos Systems Inc.

It found that 46 per cent of retail employees said the way they are treated could cause them to quit over the holidays. But the findings speak to the stresses facing employees in the holiday season in all industries, from factories to offices, says Toronto-based Spiros Paleologos, vice-president of operations for Kronos in Canada.

This trend has become more pronounced in the past few years, he says. "Companies need to understand that the drive to create more efficiency, lower expenses and raise shareholder value has not been accompanied by taking the needs of employees into account."

That is especially true for younger workers, who have different priorities than their parents, Mr. Paleologos says. "They rate their personal lives and preferences as at least as important if not more so than their professional priorities." In previous generations, there were always more young people looking for work around the holidays than there were jobs. "An employer could just post a schedule and people were expected to accept what you got. If you turned it down, the employer had no problem filling the slot with someone else."

But there are fewer young people in the work force today and that means companies are competing for workers more than in the past, he says. When retail employees were asked what would cause them to quit their job over the holidays, 32 per cent said they'd bail out if the boss wasn't treating them with respect, 19 per cent said it would be the result of being overworked because there are not enough employees to do the job, and 14 per cent said they'd leave if their request for time off was rejected.

The survey also found that 43 per cent of retail employees said that, if they ask for a day off but are scheduled anyway, it has a negative effect on their job performance. Nearly all of them selected three ways an employer's lack of empathy with their needs would affect them: They are likely to be less motivated at work; they may call in sick; and they may arrive late or leave early.

Employers who ignore these findings could see customer service suffer, Mr. Paleologos says.
The survey also found a troubling number of employees willing to take revenge for alleged slights: 29 per cent said they have witnessed a disgruntled fellow employee stealing from their current or past employer. So what can managers do about it?

Mr. Paleologos says the following tips for keeping employees happy during the holiday crunch will go a long way toward keep them loyal year-round:

- Maintain appropriate staffing levels and mix of skills to reduce the stress that comes with being overworked.
- Identify training needs and provide the right opportunities for staff to develop effectiveness. The investment will benefit employees' careers and improve the operation in the process.
- Ensure you have the right employee at the right place at the right time to supply staff with the resources they need.
- Measure performance and productivity and identify areas that need improvement as well as acknowledging strengths.
- Allow employees to provide input on work preferences and availability, as well as vacation and leave time. This encourages them to plan for time off rather than having to fake an illness to get a needed day away.
- Set up an online system to make it easy for tech-savvy young employees to review their scheduling.
- Provide rewards -- a little thanks goes a long way for employee morale.

"Managers who don't understand their employees' preferences and work with their abilities will end up finding the workshop is empty when the elves are needed the most," Mr. Paleologos suggests. But keeping those employees happy throughout the year, he says, means they will be more prone to go that extra mile when required.

The lesson here is obvious. Take care of your staff and they will take care your business.

Cheers!
Kelley

Retail Sales Training - Service is Slipping

An article in the Edmonton Journal recently stated that customer service has slipped during this Christmas season. While some customers accept this, I beleive it gives specialty retailers a HUGE opportunity.

Adding one or two people to the sales floor and making sure that you process a customer's sale quickly can help you demonstrate the value of buying from you versus from a department store or big box retailer. This may cost you a few extra dollars but this investment can pay huge dividends later in the year.

Remember, with increased traffic counts, you have the opportunity to impress many more people than normal. And, if you market this properly, it can help you increase your competitive advantage against the retail giants.

Cheers!
Kelley

Retail Training Tip - Watch the Heat

I was shopping in a few retail stores this past weekend, and noticed that in most cases, they had the temperature cranked up high.

I realize that your staff need to feel comfortable while they're working but it's important to realize that your revenue comes from your customers. And, if they are uncomfortable in your store, which I was by the way, they will leave and give their money to one of your competitors.

I'm not suggesting that you drop the temperature by 10 degrees but it is critical to recognize that most customers (at least in the northern hemisphere) wear coats because it is cold outside. That extra layer of heavy clothing adds heat to their body and if the temperature in the store is set at high, it becomes unbearable for most people.

Seperate yourself from you competition by making it comfortable for your customer to shop in your store.

Cheers!

Kelley

Retail Sales Training - Retail Horror Stories

I was reading an article in the local newspaper today about extremely difficult customers that some home builders have faced and some of the stories blew me away.

For example, one new homeowner complained that her floors were discoloring and after some research, the builder discovered that the owner's cat had been urinating on the floor and the lady had been so slow to clean afterwards that the urine was staining the floor.

In another situation, a man complained about leaks from his kitchen counter, which was being flooded with water. Later, he admitted that he cleaned his countertop by tossing bucket of water on it.

These stories got me thinking. I have heard some pretty wild retail-related stories over the years including one about an ex-military person who complained that the corners on the box that contained his VCR weren't sharp and crisp enough so he demanded a replacement. (The company refunded his money and told him buy another brand.)

I have decided to compile some of the wildest retail stories and I need your help.

If you have a story about a nightmare customer, the person from hell, or horrifying experience, I'd love to hear from you. If I use your story in this compilation, I will state your name, store (or company) as well as your URL. Plus, I will send you a free copy of the book when it is completed--I'm not sure if this will be an e-book or paperback yet. Don't worry about spelling, grammar, or punctuation--that's what editors are for. Send your story to me via email to Kelley@RobertsonTrainingGroup.com and please put Horror Story in the subject line. I will also post some of the more entertaining stories on this blog from time-to-time.

I look forward to hearing from you.

Cheers!
Kelley

Retail Sales Training - Competing Against the Giants

Specialty retailers are facing more competition from the giants than ever before. I get calls and emails on a regular basis asking for advice on competing against these big-box stores. Unfortunately, there is no easy, one-size-fits-all solution. However, that does not mean that it isn't possible. Here's an example of what one health food retailer did when a giant moved into town.

Living Seed Health Foods, based in Toronto, had been in operation for over 20 years when a major health food chain announced they were opening just one block away. The two owners of Living Seed (a husband and wife team) decided to wait before making any major changes. However, shortly after the giant retailer opened, they found their sales dropping so they knew they had to take action.

At the time most of their business came from food sales and they knew they couldn't compete with their new competition so they gradually changed their product selection. Eventually, their product mix became 80 percent supplements and 10 percent food compared to 60 percent food and 30 percent supplement before the change. They were patient--helping customers learn more about the products they bought even when the products were purchased from the giant down the street. However, they didn't stop there. They gave their store a makeover that included designing a new logo, painting the interior, and introducing new shelving. Over time, customer counts started to climb and business began to return.

The entire process took about four years and there were times the owners felt they weren't going to make it. But persistence paid off and they are happily co-existing with the giant retailer.

It's not easy to compete against the big-box stores and giant retailers but it is possible.

I came across this story in the Sept/Oct issue of Canadian Health Food Retailer. I hope it has been helpful. As always, I welcome your comments.

Cheers!

Kelley
Kelley

Retail Sales Training - Are You Unique?

An article in the Nov/Dec issue of Sales & Marketing Management highlighted a small bank who completely changed the appearance of their branches in order to compete with their large competitors. As we all know, most banks have pretty much the samem utilitarian look.

This company (Umqua Bank) has comfortable lounging chairs, Internet access, and areas where people can listen to music. They have also started referring to their branches as stores. And they tend to hire people with a retail background instead of financial expertise. Plus, they sell CD's of local musicans and hold concerts from time-to-time to attract younger clientele.

Their strategy seems to be working. Wwhen they embarked on this strategy, they had 6 locations and $150 million in deposits. Twelve years later they boast 130 stores and over $7 billion in deposits. This is remarkable!

They have managed to accomplish what most retailers dream of. Become completely unique in their niche.

What can you do to create your own uniqueness in your niche?

Cheers!
Kelley

Retail Sales Training - Selling Extended Warranties

If your retail store sells extended warranties you already know how challenging it can be to capture sales. Well...it could get even more difficult.

A recent Internet article published by Canada.com stated that Consumer Reports has announced that shoppers should stay away from these programs. They state that profit margins are high (without reporting the costs associated) on these programs. That could make your job that much harder.

Here are a few tips that can improve your results:

1. Rather than present the extended warranty as a separate presentation, integrate it into your overall product discussion. Mention just one feature and benefit at a time instead of rattling off everything that your program offers.

2. Be prepared for objections. Plan responses for the most common objections you hear and practise these rebuttals until they flow smoothly and comfortably.

3. Mention the program to EVERY customer. Most front-line retail staff make assumptions about their customers and do not present the information about their extended warranty program to all of their customers. Instead, they pick and choose who they think will be interested and present the info to those customers.

4. Ask for the sale. If you have taken the time to present and discuss your extended warranty program to your customer in a professional manner, you have earned the right to ask them for the sale.

We know that most consumers either love or hate extended warranty programs. The key to successfully selling them is to believe in them yourself.

Check out my book, Stop, Ask & Listen for more information on selling extended warranties.

Cheers!
Kelley

Retail Sales Training-Dealing with Refunds

A national newspaper (Globe and Mail) recently reported that refunds in the retail industry on are the rise, citing that 5-30% of all purchases end up being returned to the store. The article also went on to say that refunds are increasing by as much 50% in some categories.

One of the way you can reduce the number of returns is to invest more time uncovering your customers' needs and wants. When you learn more about how the customer will be using the product they are planning to purchase, you can make recommendations. And these recommendations often help your customer see how one particular product would be more appropriate for their situation. If you sell electronics or computers, it is critical to help people understand how to use their new toy, due to the complexity of newer technology.

However, you can still turn a refund into a sales opportunity. Instead of simply processing the refund find out why the customer is returning the item. And when appropriate, make suggestions for different items or products that may be more suitable for that particular customer.

Plus, your refund policy can make a difference whether people buy from your store versus a competitor. My youngest daughter once asked a particular store if they would refund her money if the blouse she was buying did not match her pants. Unfortunately, the store said 'no' and my daughter took her business to a competitor because she didn't want to be stuck with a blouse that she wouldn't wear.

Refunds are a fact of life in retail. How you deal with them makes a difference.

Cheers!
Kelley

Retail Sales Training - Don't Fall Short

I received this advice from a retail consultant and thought you would appreciate it.

The demands of the holiday season can occasionally keep us from performing some of the services and elements of the customer experience that are standard operating procedure during the rest of the year. Maybe the store traffic is too high or the holiday customer just isn’t interested in a particular element. Take serving warm cider. A store that serves its customers warm cider throughout the winter may choose to not do so on last two weekends before Christmas. The store may find that the especially heavy traffic resulted in too many spilled drinks.

But there could be even a more important reason to stop offering the free cider. If the store was unable to keep up with the demand for the cider, the empty cider container would result in disappointed customers. Remember: Failing to fully execute a key element of your customer experience is worse than not offering it all. It’s true. Falling short is worse than not offering it all.

Here’s an example. I recently brought my car to one of those speedy oil change places. In the corner of the waiting room was a nice fixture with a sign above it that read “Complimentary gourmet coffee.” Unfortunately the fixture was bare except for some cups. Having a cup of coffee wouldn’t have even crossed my mind if the sign and fixture wasn’t there. But because there were visual cues that I should have gotten a free cup of coffee, I felt that I hadn’t received the full value of doing business with this company. And if they couldn’t keep up with a coffeepot, might they also be missing a few steps while working on my car? Falling short of executing a key element of your customer experience is worse than not offering it all.

A greeter who ignores customers is worse than no greeter at all. Having big rolls of wrapping paper in full view of the customer but not offering to gift wrap a customer’s purchase is worse than not offering gift wrapping at all. An empty candy dish is worse than never giving out candy. I think one could most definitely make a case that under-trained sales associates are worse than leaving customers on their own and just having cashiers to ring up purchases. Falling short of executing a key element of your customer experience is worse than not offering it all.

This isn’t just a seasonal issue, either. You see it in stores all of the time. You’ll see an empty brochure rack, or signs that read “No tipping for carryout service” but no one offers to carry out your purchase. Falling short of executing a key element of your customer experience is worse than not offering it all.

So let me ask, are there any changes you need to make to your store this holiday or going forward to ensure that you’re delivering on all of the elements of the customer experience?

Source: Doug Fleener

Cheers!
Kelley

Retail Sales Training - Types of Shoppers

In this weekends newspaper, I read an interesting article about 6 different types of shoppers. Here is a quick overview of them:

The Return Artist
This person buys things to feel good. When she gets home she realizes she doesn't need the items so she brings them back.

The Ditherer
This individual has a difficult time making up his mind for a variety of reasons. Sometimes he is concerned he is paying too much, or he is afraid of making a poor buying decision.

The Impulsive
As the name suggests, this person makes impulse buying decisions, and not only for minor purchases. They may not need the item but they have a difficult time saying no.

The Tire Kicker
We've all experienced this person. Shopping is the hobby for this person, not the act of buying. She will try on designer clothes and test drive a luxury vehicle but have no intention of making a buying decision.

The Anti-Shopper
This person thinks shopping is trivial, frivolous and a waste of time. They typically enter a store with the intent to buy a specific item(s) and will not usually buy additional products.

The Junk Junkie
This individual is obsessed with sales and love the art of the deal. . They often shop in secondhand stores, seldoming pay full price for items.

As retailers, it is important to recognize each type of shopper and adapt your approach accordingly in order to get the most from each shopper. I haven't done much research in this area yet, but I have learned a thing or two about selling to different genders and have outlined these strategies in my book.

Source: Toronto Star, Saturday November 11, 2006

Cheers!
Kelley

Retail Sales Training - Ask for the Sale

A national business magazine recently conducted a test of airline call centres. Among other things, they rated;

- the length of time spent on hold
- the friendliness of the agent
- how quickly the transaction was processed
- if the agent tried to close the sale

Not surprisingly, most agents did NOT make an attempt to close the sale after they had provided the information to the caller. This is a common mistake that many retailers fall prey to as well.

Most front-line staff are not taught how to ask a customer for their business. The majority of retail sales staff I talk to, tell me that they don't want to come across as pushy or that they don't want to upset the customer. Yet, if they were taught how to ask for a sale in a professional manner, the store's sales will increase--instantly!

Asking for the sale does not mean you have be aggressive, rude or pushy. If you have followed the rest of the sales process properly, you have earned the right to ask for the sale. And many of your customers expect it.

Learn how to do this by reading my book. Read the first two chapter for free here.

Cheers!
Kelley

Retail Sales Training - Are Policies Hurting Your Business?

A customer’s purchase is overcharged by $10.00. The store policy is clear… “No cash refunds” so the sales associate refuses to issue the refund even though the mistake was hers. The customer was told he would have to accept a store credit or wait for a cheque to be issued by head office.

A customer wants to exchange a sale item she bought three hours earlier but the store policy states, “All sales are final.” The employee adamantly refuses to exchange the item for the customer.

What is the likelihood that these customers will buy from those stores again? As a customer, do you like being told, “That’s our policy?” I highly doubt it.

We all know that policies are instituted for a reason – to protect the company and reduce their liability. However, in many situations, policies are put into place to manage a tiny portion of the business – people who look for ways to exploit your business or who try to get something for nothing. Unfortunately, these policies are designed to control the minority rather than the majority.

There is no question that some people will take advantage of liberal and flexibly policies. However, my experience has taught me that these individuals are far and few between. Case in point; when I published my first book, I offered an unconditional money-back guarantee to anyone who did not feel the concepts would help them improve their business. My publisher was distraught about this decision, telling me that I was setting myself to be taken advantage of. Later, I extended this policy to the products I started selling on-line. In the last 4 years I have sold over 7000 copies of my book and many thousand of dollars of other products but I have only issued 2 refunds. Was the risk worth the reward? Absolutely!

Here is another example. One of my first clients expressed concern about doing business with an unknown vendor (me). When she asked what would happen if she wasn’t satisfied with the program I was going to develop for her, I told her that she wouldn’t pay. I even agreed to include this in my contract with her. Her company is still a client, almost four years later.
Here is something else to consider. When your policies change – which is not uncommon in today’s business world – don’t force existing customers to adhere to the new policy. At the very least give them an grace period to help them adjust to the new procedures.

The easier you make it for someone to do business with you, the more business they will generate, providing of course, you offer a good product at a fair price. I firmly believe that flexible policies can help a business gain more market share.

Many people are hesitant to do business with someone they have not purchased from in the past. And for good reason, they have been sold goods and services that have not lived up to their expectations. Reduce their concern and hesitation by making it easy and risk-free to buy from you. Evaluate the policies you have implemented over the years and look at them from a customer’s perspective. They may be costing you business.

Cheers!
Kelley

Retail Sales Training - Make the Most of Christmas

I know Christmas is still 2 1/2 months aways but for most retailers, this is the make or break season of their year. If you are a specialty retailer who experiences a huge upswing in business during this time of year, here is a tip to increase your sales even more.

Contact your regular customers now and invite them to make their Christmas purchase(s) early. You can tell them that you will be able to spend more time with them before the December crunch hits. You can also remind them that inventory levels are better during late October and early November which means they are more likely to find the items they need. Some customers might express concern about Christmas sales and specials. Consider making these specials available to them--if they come in early.

This approach not only shows your customers that you are thinking about them, it gets them in your store BEFORE the real Christmas crunch. This also means that you can increase your October and November sales and free up your time in December to deal with all the walk-in traffic.

While you're thinking about Christmas, consider buying your employees a copy of my book, "Stop, Ask & Listen-Proven Sales Techniques to turn Browsers into Buyers". You can read the first two chapters here.

Cheers!
Kelley

Retail Sales Training - Avoid the Under Sell

Long-time subscribers of my weekly newsletter may know that I used to be an avid runner, having completed a couple of marathons and several other running events. I am now getting back into the sport and need a new watch with a few specific features.

I ventured into one store and briefly explained what I was looking for. Much to my surprise, the first—and only question—the sales associate asked was, “How much do you want to spend?” Until that point, I hadn’t thought too much about my budget—I was more concerned with finding something to meet my specific needs. However, without thinking, I blurted out “As little as possible” and she immediately showed me a basic watch with the features I wanted.

After leaving the store, I couldn’t help but think that she short-changed the sale by focusing strictly on price. If she had asked me a couple of questions about my running regime, habits, goals and objectives, it is very possible that she could have recommended a more expensive watch. While I never recommend that you sell people goods and services that they don’t need or want, I believe it’s important not to under-sell either. Most people will spend more if they are given the opportunity.

Cheers!
Kelley