Posted by retailmakeover on July 23, 2011 0 Comments
How can my sales staff and I up-sell without coming across as pushy?
It is my professional viewpoint that retailers and their staff aren’t too sure about their roles as sales people. You should have a realistic attitude and approach. Here are a few guidelines for you to follow:
- Customers have a learned behavior around being sold to, with a varied resistance based on their past experiences. For the record, people do not like pushy salespeople as your question suggests.
- Customers walk in thinking - “Will this retailer and staff make me feel uncomfortable about being in this store?”
- So if in turn you, as a sales person, feel funny or uncomfortable as well there is no connection, and it all can be very awkward and a negative experience for everyone.
- It’s time for a new view of yourselves and a new understanding of what being an effective salesperson is - Say this with feeling “ we are not pushy”
- A Key for you - just recently I picked up a copy of the book The Secret – it speaks to being of
service in our lives. It is so true; I see this as the pivotal word to share with you, Service. It should be the focus of what you do in your store. Owning that word and what it means will change how you are as salespeople and how you are with customers. Official Web Site of The Secret and The Power http://thesecret.tv/
- Next, I want you to change to relationship selling. No more just a transaction. Your customer must feel that you are the only store and your staff the only salespeople they want to deal with.
- Every person that comes in the door is open to buy. Believe it, that’s why they came into your store. Ready and open for a suggestive selling approach or in this case showing them an add on.Finally, an easy way to open the topic of an add on sale is to have an item ready to talk about. If you’re just trying add on sales for the first time and or even old hands at it.
- Try this - whether it’s a “Staff Pick of the week” or, put your own name here for example, “Barb’s Pick of the week” – the item should be something that has been decided on by the store as being an item of relevance to customers. Put the item display close to the cash and train your staff to introduce it to customers as they check out. Practice makes perfect. It will become easier and more natural for you and your staff every time you introduce the item. I promise you, this really works. Keep this up, change the item as
frequently as you need to keep the add-on offer fresh and new to even frequent shoppers. Please track your sales presentation progress and get feed back from your staff.
- Stop thinking the word pushy. See yourself, your store and staff as being in service to valued customers by offering products they will love to own and give as gifts.
Barbara
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Posted by retailmakeover on July 21, 2011 0 Comments
You always want to provide exceptional service to all your customers. However, in the real world, things go wrong and mistakes are made. People come in to your store in bad moods and react not in the moment but from something else they are carrying with them. Now I feel like Dr Phil .
Irate or irrational customers will often judge your level of service based on how you respond to a mistake. Do it well and they will probably forgive you and possibly even say positive things about your business to other people. That is a very good thing and what you want customers to say about you.
Dealing with an upset customer, means you must deal with their feelings first and their problem second. Irate customers are liable to have strong feelings when you, your product or services let them down.
Here are a few tips I can share with you:
- An irate customer may get verbal and emotional, staying cool will be your biggest challenge. Really listen openly and actively. This will show the customer that you care and that you are interested in their problem.
- Don’t say your sorry - it's lost its value in our dealings with each other. It’s better to say "I apologize......"
- Remember to use the customers name in a difficult situation. It is good business and even better social etiquette.
- Being empathetic is an effective way to deal with the customer’s feelings. It says to the customer I accept what your saying. Watch out here if your not connecting at this point the customer will sense if you are insincere and they will feel not heard and their negative mood can escalate.
- Relationship building is your goal even at times like these. If you see it differently you are throwing away an opportunity. How much does it cost you to attract a customer and keep them coming to your store ? Weigh this against what it costs to keep that agitated customer happy.
- Looking at this from another angle, customer service policies and procedures are written to be used as guidelines. You must decide what lengths you will go to keep every customer happy even irate ones.
- Dealing with irate and irrational customers is best left to people in your business that have highly developed social, and people skills.
- Role play these situations with your staff. They need to feel comfortable when confronted by irate and irrational customers. Everyone that works for you needs to know how to act and respond.
- Using phrases like, "I can understand how you feel, I don't like it either when I'm kept waiting", "I'll report this to my manager", "I'll do my best to ensure it doesn't happen in the future", “ Our goal is to make you happy “, or “I’ll take care of this today “.
Over the years retailers have shared their feelings about firing customers, is this your strategy? Getting rid of difficult situations by firing customers! Please hear what I’m sharing with you on this subject. Do not let irate or irrational customers push your buttons or your staff’s. Certain situations can, for sure, be very challenging, but retail is a people business.
Barbara
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Posted by retailmakeover on July 20, 2011 0 Comments
What does an independent retailer do when they decide that it’s time to relocate their business but possess limited resources or knowledge about the ways to do this most effectively for their store and customers? This is the way Diane Petryna, owner of Thunder Bay-based retailer Take A Hike and one of my clients did it ..
Out takes from an article in The Retail Council of Canada on line magazine By sean c. tarry
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Finding the right help
It was at that point that some suggestions were made to Petryna concerning people that could assist her in her design and renovation, which she says was definitely helpful. But then she was reminded by one of her neighbours of Barbara Crowhurst of Retailmakeover. Petryna had seen Crowhurst speak at a Canadian Gift and Tableware show prior, and following some discussions with some of Crowhurst’s former clients, Petryna knew that she was the right person to help her with her move.
However, in bringing her into the project - Crowhurst does almost all of her work remotely through the Skype service - Petryna did have some reservations. “I wasn’t sure how this was going to work...........
Click here for a PDF copy of this article
Results Of Dedication And Commitment
[caption id="attachment_1290" align="alignright" width="320" caption=""Barbara on Skype with Diane""]
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And what does Petryna think of the results of her move and Crowhurst’s contribution to her operation? “I still refer to Barbara’s services today because I know that I
have an amazing store. It’s laid out fabulously. It’s in a fabulous location. My customers love it and I love it. I’m on such a high. I just want to continue growing and continue doing a better job. I’m looking to continue learning, and people like Barbara have incredible knowledge and experience, and I’d be foolish not to
continue working with her.”
In fact, Petryna credits Crowhurst for a lot more than just the design aspect of the job that she helped her undertake. “She encouraged me when I needed encouragement. She listened to me when I needed someone to listen. Barbara was truly the coach throughout this process, allowing me to do the best work possible,” she exclaims. “I see value for dollar. This year I’m working on putting together a buying budget, a promotional calendar – there’s a number of things that we’ll be working on through the coming year, whether it’s marketing, staffing or anything else – the goal is to make this business more profitable. So, if I have great products in a great store with great staff – it’s time that it becomes more profitable.” And, in terms of the location that she left behind, Petryna has never looked back, urging others who are faced with a decision
to move to seize the opportunity and take advantage of it. “There are a lot of retailers out there who may not think that they have it within themselves to change locations,” she says. “But, if you know that you should, and the move will improve your business and help you grow, then you have to do it. And don’t be afraid. There are people out there who will help you with this, and help you become even more successful.”............
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More Than Just Design
The pair worked feverishly together selecting lighting and fixtures, colour schemes and shelving. But, what impressed
Petryna most of all, beyond Crowhurst’s design capabilities, was all of the other services that Retailmakeover provides to its clients. “What I needed was more than just design,” admits Petryna.
[caption id="attachment_1291" align="alignright" width="320" caption=""Barbara and Diane""]
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“Someone who was equally interested in seeing me and my business get through a process, not just a design, but to get it opened and set up. That’s the type of service that Barbara, in
her coaching and design, offers. She was also able to give me the confidence that I needed to take on the role of contractor, which proved to be a huge plus.” In order to do this, Petryna needed to learn quickly about the construction business, the workings of the municipal building department, recruit an architect, engineers and tradespeople, contact building supply companies, telecommunications companies, security and software installers and others.“Barbara showed me that, although it’s a lot of work, I didn’t[need someone to recruit all of this talent for me. I could do it myself. And I did.” To allow Crowhurst to better........... "
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Barbara
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Posted by retailmakeover on July 19, 2011 0 Comments
Monthly Email Blasts:
Your plans must include a monthly promotional communications piece sent to your customer list. After you have set your promotional calendar for the year you must tell your customers what is going on in your store and here’s the big one. Invite them to come and shop with you. For those of you who are not 
collecting customer contact information for your data base, the work starts right now. No excuses. This is one of the most valuable tools you have.
Here is a challenge; collect 3 to 5 names daily. You will soon have 1,000 plus names a year on your list. If you don’t use email send promo info by regular mail or pick up the phone and call your best customers.
I need you to get re-energized about what you do in your store. It’s about increasing sales by what your focus is as the owner or manager. Review what has worked in the past to stimulate business add the suggestions I’ve made and get working to make it happen. No waiting - start immediately.
Barbara
North Americas #1 Retail Business Coach
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Posted by retailmakeover on July 18, 2011 0 Comments
Your Promotional Calendar:
I’d like you to plan for 2 to 3 promotional events happening in your store every month that can include, sales, special events, demos, educational programs, new product launches, special offers, parties, in store features, super clearances, and customer appreciation events. Just to name a few.
Barbara
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Posted by retailmakeover on July 16, 2011 0 Comments
Train Staff to Sell:
This is vital to your achieving your sales targets this year. Your staff need to know how to sell effectively. Ringing products in at the till is no longer enough, your staff must know how to effect sales. Add-on sales are another key to your success this year, so book a training session by phone, or Skype, with me today. The workshop takes 1.5 hours and will pay for itself almost immediately.
Barbara
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Posted by retailmakeover on July 14, 2011 0 Comments
You have to make the front door to your business open. If you continue to think it will open by it self you may as well roll up your sign and go home. Increasing traffic from existing and new customers increases sales.
Consumers are still spending money. With so many more shopping choices in your market place area – your understanding that you build your business one client at a time is crucial. Consumers shop where they feel a connection and enjoy the shopping experience. There are many action points I could write about but here are my four favorites. These really work.
Part 1:
Cause Marketing
I love this. Stop just giving donations. Call up local groups or charities; let them know that you want to send them big fat checks this year. What you are 
asking them to do is to tell their membership about your store and what you sell. Further explain that for each of their members who shops in your store you will send the charity or group 10% of what they spend. Easy right. It really is. This idea will bring in new customers .
Barbara
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Posted by retailmakeover on July 13, 2011 0 Comments
Let's have a look at customer service from the customers view point, their experience.
Here is the text book definition:
" A Customer Experience is an interaction between an organization and a Customer. It is a blend of an organization’s physical performance, the senses stimulated and emotions evoked, each intuitively measured against customer expectations across all moments of contact."
Pretty dry stuff, but you get the idea. So with this in mind what I've prepared for you, will set you apart in your market place. You are a retail specialist, and with your focus on a better customer experience, this will give you advantages that the Big Box stores want, but can't deliver consistently. When your customer is satisfied , when you have surpassed their expectations, they come back. This is how they show their loyalty to you. So it's good all round.
Customers are looking for knowledgeable assistance when they want it; placing a high value on accuracy, and being served by sales staff that can deliver product information.
Product Knowledge:
Product knowledge training is an important investment in your staff and should be conducted weekly. Your staff sells what they are enthusiastic about and what they can talk about.
One client at time:
You build your business one client at a time one interaction at a time. Hire people with great attitudes who are friendly with good social and people skills , make sure they are strong communicators with effective listening skills. I sure hope that you see you staff in this list. It's really one of the biggest keys to the customers experience.
Price:
Interesting enough price factors quiet low in the customer experience. For the majority of consumers the broader concept of great value and price includes follow up, information and service.
Your Store Design:
Product placement and your visual merchandising techniques are how today's shoppers describe convenience. They want ease of shopping with great displays . Time and time again ,I have seen first hand that when retailers I work with widen their aisles, organize their products by departments and create fun dynamic features through the store. Sales go up, and customers are happier.
No Waiting At Checkout:
Customers appreciate short lines and your consideration about the best use of their time.
What I'd like you to do is review your customer experience policy. Update your staff, after all they have to take ownership of your business and deliver your policies during their interaction with the customer.
Just recently I meant a group of retail staffers, on one of my Retail Makeovers, that were called customer experience associates. Now,that's the right focus.
Barbara
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Posted by retailmakeover on July 12, 2011 0 Comments
Confidence:
The confidence to make eye contact and strike up a conversation with strangers is absolutely essential.
Innate Friendliness:
Customers don’t want to deal with sales associates who have to force themselves to be pleasant and nice.
Flexibility:
When dealing with the public, things can go wrong. You have to be flexible enough to roll with the punches and think outside the box sometimes.
Ability To Multitask:
Sales associates have to juggle customers and their questions and needs, and at the same time attend to their other store duties.
Patience:
Dealing with people means that you will have to take the good with the bad. The patience to deal with all types of customers is vital.
Articulate:
Sales reps must be conversational and have the ability to formulate answers and provide information when asked.
Respectful:
The customer might not always be right, but she is always the customer. Customers must be treated with respect, even in the most challenging situations.
Proactive:
It’s never a good idea to wait until a customer is stressed or agitated before offering assistance. Being one step ahead to gauge when someone needs help is the best way to minimize a brewing situation.
Positivity:
The ability to smile in the face of a long and possibly chaotic day can make a world of difference to customers.
Empathy:
Being able to look at a situation through the eyes of a customer is an extremely valuable skill that can enable you to provide the highest degree of service.
Undeniably, retail sales associates should go through a soft-skills training program. However, much of what is needed is attitudinal and should be hard-wired in those who are hired to deal with customers. Screening and qualifying new employees is of critical importance to a retailer. Yet, doesn’t it often seem that little or no thought goes into attitude during the hiring process? After all, sales associates are the front-line representatives of a store.
At the end of the day, it’s all about how a sales associate interacts with a customer. How that interaction goes will ultimately determine if that customer will buy and recommend the store to her friends and family, or turn around and walk out, never to return again.
Barbara
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Posted by retailmakeover on July 11, 2011 0 Comments
Have you notice that when you or your staff really love certain products, they just fly off the shelf.
Have you noticed that you can't stop talking about what just came in if you love the product. Well it's the key to selling. You just can't hide your enthusiasm , your interest in the product, your personal endorsement and the information you have on how the product is a great purchase.
The power to sell is in your hands:
- Please love more of the products you sell and see what happens.
- Your attitude makes a difference.
Barbara
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