Vacancies In Retail - Using A Sales Strategy That Actually Works

The retail market is where many people are bound to find work. Service is the key and strong communication skills are a must. So why is it important to know how to sell in a retail market? Well, simply put... I've found little to no quality sales training in the retail sector.

It's true that much of the work is done by the marketing team. The catalogues and leaflets that are distributed and the advertising on radio and newspapers. But that seems to be where it ends. What happens when the customer get's to the store? Often they're met by an inexperienced and untrained "customer service" rep who knows little about who their customers even are.

Use the strategies listed below and you'll increase your productivity dramatically. Train your staff to follow this script (paying particular attention to the main motivator) and you'll make more money and satisfy your staff and customers with a quality retail environment.

The purpose: To open a line of communication with a potential customer and help them feel at ease.

What to say:

• "Hi, how can I help you?"
• "Hello, what can I do for you?"
• "Hey there, how are you today?"
• "How ya goin' buddy? What sort of things do you like?"

What to expect: Your customer will most likely follow onto a discussion about a particular product. If not, simply ask "What brings you to the store today?" If it's not because they're interested in a product or service you offer, get rid of them quick.

Note: These are what are commonly referred to as "open ended questions". They invite further discussion rather than a yes/no answer. Be persistant with the response too. When you ask "Hi, How may I help you?" and the customer responds "Just looking" You've then got the opportunity to ask them "Great, what kind of things are you looking for?" and continue the conversation. That's the reason why we ask open questions.

Remember, we're there to help the customer get what they want. You'll need to ask a few questions to help them.

The purpose: To find out what motivates your customer.

What to say:

• "What's the most important thing to you about...? (whatever they're interested in)" THIS IS BY FAR THE MOST IMPORTANT QUESTION YOU CAN ASK, SO ASK IT OFTEN!
• "Is it for yourself?"
• "What kind of thing do you have in mind?"
• "Do you have a budget you'd like to stick to?"
• "When would you like to have had this done by?"

What to expect: Your customer will most likely tell you what they want in more specific terms. They'll most likely mention something they NEED or MUST HAVE. This is their main motivator. They'll also sometimes mention things that they like and they want but they're not as important. Remember them anyway; you can add them in to help them make a decision later.

Note: Sometimes you'll get a customer who tells you everything they DON'T WANT. This is fine; it just means they are motivated by moving away from something rather than moving towards it. This is their main motivator too.

The purpose:

1. To get agreement from your customer regarding what they need, want and would like to have.
2. To double check to make sure you've got it right.
3. To demonstrate to the customer that you have been listening.

What to say:

"OK... so let me make sure I've got all this:

• You're need a NDS Lite and it's got to be Blue/Black?
• You absolutely must have it before December 12?
• You want to get a boys game with it (possibly pokemon, or car racing)?
• You want an accessory kit and it's important that you get screen protectors?
• You'd also like to get something for your daughter so she doesn't feel left out?
• If possible you'd like to keep it under $250?

(Notice how it sounds like they've just made an order?)

What to expect: Your customer will nod their head a lot and say yes to these questions. (If not, go back and clarify their needs again)

Why are they saying yes? You've cared enough to ask them what they want, and you've demonstrated that you've listened. You just repeated back to them exactly what they're looking for.

You might even get statements like "You're a wonderful listener!" and "You're being so helpful!" Just be humble in your excellence and move on to the next step. The congratulations come at the end.

The purpose: To assure the customer that you're the one for the job and take it off their hands. You want to give the impression that the customer has just found the solution they've been looking for.

What to say:

• "I can do that!" *Nodding head*

(Only commit at this point if you KNOW you can do the job.)

What to expect: Your customer will show signs of relief and a desire to move forward. They may say something like "Oh good! I didn't want to have to go shopping all over the place for everything!" or even surprise "Really? OK, show me what you've got!"

(Remember: at this point, you most likely won't have even looked at a product yet!)

The purpose:

1. Get all the items and confirm the specifics
2. Close the sale and accept payment

What to say:

• "No worries, I'll just get that organised and then we'll decide on that mario game for your son."
• "OK, do you want to get this organised now? Or would you prefer a lay by for Christmas? (Lay by is a great option if the stock is not available on the day, or if it's for a gift, or if cash flow is a concern.)
• "Great, it's all ready, how would you like to pay today?"
• "Okay, is that cash or card today?"
• "Would you like a bag for these?"
• "How long would you like us to hold it on lay by?"
• "Would you like to pick them up on Tuesday or Wednesday?"
• "Would you like us to deliver it to your work, or home address?"
• "Which number should I call you on when it arrives: work or home?"
• "Just a deposit today? Or are you paying in full?"

As you can see there are many things you can say to close the sale. Ideally, use the main motivator in the close. i.e. "I'll have these ready for you by Tuesday, would you like to pick them up right away, or lay by until December?"

Is your customer asking for a discount? Close the sale using a free upgrade or membership card. "Oh yeah, I can get you one of these Membership cards and get you a bit off if you like, I'll just grab a few details... Let's see... that's come down to , is that cash or credit?" The membership is a great way to gather statistics and on-sell your products to your customers. It's worth offering a small token discount to please your customer on the day, in return for the opportunity to present future products they might be interested in.

The purpose: To eliminate any "buyer's remorse" and encourage future business. This is a great opportunity to give a freebie, or a membership card, or simply offer your personal assurance that you're there to look after them.

What to say:

• "Oh, here's a little something extra I think you'll like.
• "You shop here often, how about a membership card?"
• "Here, we're having a giveaway, take one of these too"
• *Give business card* "Here's my details, just call me anytime and I'll look after you personally"

What to expect: A happy customer who got what they were looking for and a good feeling for having helped them get it. Also, give yourself congratulations for a job well done. This is what it's all about.