1. They assume
each customer is in the store to buy something. Probably one of the biggest mistakes
retail employees make is assuming that a customer who walks into the store will
not buy something. Obviously, not every customer who walks into your
store will buy something. If that were the case then either you’re not
generating enough traffic or you are one of the most incredible salespeople on
the planet. If you have products and/or service that enhance people’s lives, and
the people who come into your store can use your products and/or service, then
why would you not assume they are going to buy something? Doesn’t your customer
deserve it? Assume they’ll buy and you’ll see an immediate increase in your
sales. Just don’t ever say what a retail employee actually said to me the other
day, “Can I answer questions or are you just looking?” You’ll be happy to know I
resisted the temptation to use my smart aleck answer to the “can I answer any
questions” approach.
2. They
create relationships with every customer. When I was a manager at The Sharper
Image I had an incredible salesman named Jeff. Jeff’s big claim to fame was that
he could sell extended warranties on ties. Ties! He could be the most annoying
man. Some customers couldn’t stand him but most of the time customers did like
and trust him. Once they bought from Jeff they would always ask for him when
they returned to the store. He wasn’t a particularly warm person. He was
actually somewhat pushy. But he was awesome at developing a relationship with
every single customer he worked with. He wasn’t shy about asking the customer
his name and then using it. He would ask questions and then tell the shopper
what to buy. Jeff could tell you more about his customers than you ever wanted
to know. I think the customers could do the same about Jeff. The man saw every
person who walked in the door as an opportunity to build a relationship and sell
a product.
3. They are
comfortable asking the customer questions. When working with
retailers we find that most retail associates are good at welcoming the customer
and then making some type of small talk to begin to build the relationship. It’s
the next step, that transition to asking customer qualifying questions, that so
many associates struggle with. They’re fearful of seeming pushy or overly sales
like. Watch some top producing associates and you’ll find that they make the
transition effortlessly. The trick is to ask some questions during the small
talk that helps you learn something about the customer. Ask questions that are
natural to ask someone who has obviously made the effort to come into your
store. “Is this your first visit?” “What do you own?” “What do you enjoy?” The
questions are always about the customer. People love to talk about themselves.
Sure, there are people who want to be left alone but if questions are asked
warmly and with a genuine interest then most people will answer. Transition
questions enable the top producer to determine what next steps to take. Based on
the customer’s answers and body language they may continue to ask questions, or
they might stop asking questions and invite the customer to look around the
store. If they continue to ask questions, they’re questions that help the
employee to determine the right product or service that meets the customer’s
needs or wants. Top producers know that if they don’t ask good qualifying
questions, all they are doing is showing products.
4. They
help the customer make the purchase. They know that their role is to not only help
match the customer with the right product but to help the customer complete the
purchase. Sometimes they need reinforcement that the product they are about to
purchase really does meet their needs. They might need to be reassured that if
it doesn’t, they can return it. Sometimes they just need to be reminded that
they deserve it. Regardless of how it’s done, the top performing associate knows
that her job isn’t done until the sale is completed.
So let me ask,
what sort of retail associate are you? What sort of retail associates are the
people who work for you?
About the author:
Doug Fleener is founder of the Dynamic Experiences Group. He is a veteran
retailer with more than 25 years of hands-on retail experience with world-class
retailers including Bose Corporation and The Sharper Image. He has also owned
and operated his own specialty stores. His new book, The Profitable Retailer:
56 surprisingly simple and effective lessons to boost your sales and profits
published by Acanthus Publishing.
Doug is now president and
managing partner of Dynamic Experiences Group LLC, a Lexington based retail
consulting firm dedicated to helping retailers create unique customer
experiences that results in higher sales and profits. Learn more at
www.dynamicexperiencesgroup.com or call Doug at 866-535-6331.
Fleener also shares his
knowledge of experience based retailing in a series of custom key notes and
workshops designed for stores, businesses, corporations, non-profits, and trade
associations of all sizes. His casual style and quick wit make him not just a
crowd pleaser but also an incredible motivator, encouraging people to take
action and deliver extraordinary experiences to customers and employees alike.
Learn more at
www.dougfleener.com.
