Regardless of the holiday season predictions, retailers must be on top of their game. They are all experiencing intense competition for the consumer, shrinking margins and a shopping season that's five days shorter. Consumers will not tolerate sloppy sales approaches and a poor experience.
- Thou shalt not believe anyone is “just looking." A customer can “just look” on their tablets, smartphones and home computer. Disregard this idea that any buyer is just looking and respond with: “90 percent of the people that come here start off by having a look. Why did you come today?" Show them specials, updates and other inventory choices that may not appear on your website.
- . Thou shalt never ignore the customer. They come to buy. Don't make them hunt for a sales associate. It is better to pester a customer with offers of help than it is to ignore.
- Thou shalt aggressively sell. In highly competitive times, set higher sales targets. Selling beyond ordinary expected levels requires a commitment to aggressively selling to every customer and making the most of every opportunity
- Thou shalt never let the customer wait. When customers wait they become agitated, restless and uncertain. No customer should have to wait for anything. If your payment system is not efficient, you put the entire sale at risk. Make sure you sales process is fast, friendly and easy to move through. Waiting for an open cash register should be a thing of the past with card readers and swipers.
- Thou shalt treat every buyer like they came to spend money. Don't qualify the customer's ability to make a purchase. Treat anyone who enters your store as if they have money to spend regardless of what they say or how they act.
- Thou shalt greet every customer at the front door. I once went to a major retailer and it took over 17 minutes before being acknowledged.
- Management shall engage with every customer. One way to increase both the customer experience and customer loyalty is to make sure management engages with every customer. This separates your business from the competition and increases value to the customer.
- Thou shalt provide the best solution, not just the lowest price. People buy things to solve problems. Salespeople must ask the right questions, listen to the customer and know available inventory to provide the best solution.
- Thou shalt attempt a second sale. Every product purchase creates an opportunity for another product sale. Wait until the first product is all but rung up and offer other products that would best support the first purchase
- Thou shalt help customers extend beyond their budget. Never believe a customer when they say they can't afford something. They can and will buy beyond their budget and do so everyday.
