5 Keys to Retail Sales Success

In my last post, , I suggested four ways retail salespeople could have a more productive holiday season. In today’s post, I offer you five customer-focused steps that if followed, should separate you from the majority of the retail sales force.

1. Greet

When a customer walks in your door or department, look him or her in the eye, smile (no matter how tired you are), and greet them. If you’re working with another customer, let the new arrrival know that someone will help them soon.

Many customers will stay longer if you acknowledge them. Looking a new arrival in the eye also tends to scare off the amateur shoplifters who would prefer to operate in stores where employees don’t make eye contact with them. If you are engaged in another task such as restocking merchandise, immediately stop what you’re doing and offer to assist the customer.

Remember, you were hired to sell, not to restock. The customer comes first.

2. Listen

Focus on the customer and determine what he or she is looking for. Don’t be distracted by other conversations. While keeping store security in mind, give the customer your undivided attention. As Stephen Covey says, “Seek first to understand; then be understood.”

3. Engage

Once you have an idea of the customer’s needs, engage him or her in conversation that leads to:

• A solution.
• An up-sale or a cross-sale. Working in the women’s department, my mother was superb at cross-selling men who didn’t know how to accessorize the gifts they were buying for their wives or girlfriends. She did this by engaging the customers in conversations that went beyond their immediate needs then showing them how different pieces worked together.
• A favorable impression. Especially if they don’t buy on the first visit, if you’ve made a memorable impression, they might come back. If not this season, perhaps for Valentine’s Day. Many will buy from you because they like you.
• A followup. If you agreed to contact another store to see if the product is available in blue or extra-large, do it in a timely fashion and get back to the customer.

4. Thank Them

Be sincere. If they don’t buy from you then, thank them for coming in anyway -- and mean it.

5. Ask for Referrals

Or, at least ask them to tell their friends about your store. Many people will do just that if you ask because they feel obligated to you.

These five steps speak to your professionalism as a sales person. Following them will set you apart from those salespeople who don’t make eye contact, who are poor listeners, and only care about their next break. These steps should increase your sales, your income if you’re on commission, and make your work more fulfilling. Ultimately, you'll be more successful.

Regards,

Glenn

Engage me on Twitter. I’m @txglennross.