Chances are, your customer counts are down. And chances are you continue [hopefully] to market to your core audience, attempting to drive traffic. Customers are still coming into your store, probably less frequently. So how are you capitalizing on that fact?
I walk into far too many stores where I’m lucky if I get a hello, let alone some help. And that’s where the opportunity is. Too many retailers don’t greet, then engage their customers. It’s that engagement that can yield real results in the form of increased average transactions. It is the one way that you can absolutely impact your topline sales.
It’s as simple as:
Greet each and every customer – sounds simple, yet I’m astounded how many times I walk into a store and barely get a grunt out of the employee.
Uncover their needs – it’s not “Can I help you find something?” Let them linger a minute, then go find out why they’re in your store. It’s a conversation, not a question they can answer with a yes or no.
Work with them, and add on – Tell them about the special sale going on. Talk about your favorite products or brands or best-selling items. Sample products. It’s selling without selling. And it’s also about information sharing.
Close the sale – bring their products up to the cash wrap for them, or get them a basket to carry their items in. Both will dramatically increase the chance that they’ll buy. Anything you can do to force products to the cash wrap is a win.
Leave a lasting impression – thank them by name (just look at their credit card), walk the bag around the cash wrap and hand it to them, walk them to the door. These all say you’re interested in the customer and help build loyalty.
There are a myriad of ways to increase sales among the customers that are already coming in to shop. How are you increasing your average transaction?
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