Are you hiring employees or retailers?
There is a difference … and you and your people must live with it!
If you sell larger ticket items for the most part, hopefully some real “salespeople” will work for you. Most of the time, typical retailers are the ones you often find running a small retail store. And I certainly understand that they have their place. Retailers are usually very hard-working and do a very good job at what they do. In fact, retailers may be what your particular store needs.
But you need to understand that. Sales employees are basically order takers and while you may be able to train them to improve their skills, you need to have the right expectations for whoever you are hiring. Are you hiring a salesperson or a salesperson? It takes a different set of skills for a shopper buying a doggie treat, greeting card, or teddy bear, vs. a buyer putting together a complete fashion ensemble, a living room set, or a two-thousand-dollar pool table. The real difference is that a person who had the skills and training of a professional salesperson could sell not only the dog treat, but also some dog vitamins and some high-end dog food, turning that sale into multiple times the sale. original for a single dog. try.
We all know that retailers make money (or more money) when they make multiple sales. You don’t need me to tell you that your store makes more money when your customers buy more than one item from you.
But if you want them to work for you more than salespeople, then you need to hire accordingly and / or train and seriously work with your people to learn the skills and understand the differences. At its simplest level, in order for your customers to buy more, your employees must learn the art of making multiple sales. The simplest and most basic trick to channel all of this is to teach them to remember four magic words: Did you see this? It is not aggressive. It is not pushy and becomes a key part of increasing sales, as well as really listening to the customer.
In a menswear store, if a customer is shopping for a new suit, your salesperson should ask, “Did you see this tie? He looks amazing in that suit!” or “Did you see this shirt?” or “Have you ever considered French wives?” The buyer could refuse. Or you could go over and take a look at those things, even if you’re just being nice.
You can also buy the new shirt and some cufflinks, and be delighted to have a complete outfit AND your full-service approach.
You never really know. As long as the customer feels that they are sincerely trying to help, there is nothing wrong with trying to maximize the sale.
Your people should think of it as delivering and providing a complete useful service and completing the package, rather than just taking the money out of the customer’s wallet.
What you need to understand is that you should not place or expect retail employees to fill a position that salespeople really should fill. This gives you the wrong expectations of your people and puts them in a position for which they are not prepared or trained. As a result, you may never be happy with them … all because you hired a hobbyist to do the work of a professional.
There is nothing wrong with trying to turn your salespeople into salespeople as long as you and they understand the differences up front. Talk to your people first about how you would like to help them become a sales professional. Get them to think of themselves as salespeople or sales professionals. If they see themselves as a true salesperson, they will also be more inclined to play the role. As part of your efforts to build any sales team, make your people understand the following significant differences between a sales employee and a sales professional:
- A salesperson believes that he is being interrupted by a customer.
- A salesperson understands that the customer is the purpose of the job and the store.
- The sales clerk concentrates on a variety of activities until he is interrupted.
- The salesperson is looking for the next sale and determining how they will help the customer for the night.
- The sales clerk can be a genius in stocking and marketing the store.
- The salesperson is a genius at listening to and understanding the customer’s needs and, more importantly, their “wants”.
- The seller focuses on the merchandise and what there is to sell.
- The salesperson focuses on the customer and their needs.
- The salesperson can be good at showcasing a product.
- The salesperson is good at talking and selling the products on the screen.
- The salesperson answers customer questions to the best of his ability when asked.
- The salesperson asks questions and tries to establish a human connection with the customer.
- The sales clerk may ask if there is anything else.
- The sales clerk can accompany the customer to a part of the store and show him what else!
- A seller may attempt to request the customer’s email or contact information.
- The seller explains the benefits of being on the “exclusive” list of preferred customers.
- The salesperson takes the customers’ money when they arrive at the cash register.
- The seller determines when the customer has made their final purchase decision and is ready to close.
- Generally, the sales clerk is paid slightly more than the minimum wage.
- The seller earns more and should have incentives to sell more.
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