Word to the wise
A fear of rejection and ignorance of product are two of the biggest pitfalls retailers face when trying to increase business. Ian Segal, of McKenzie HR Solutions, shares six ways to increasing your multiple sales.
Most retail sales people are told that the must try for the "add-on" sale. After all, the initial item that the customer has already purchased has absorbed the cost of bringing that customer into the store. This makes the additional item sale very profitable.
Unfortunately the fast food industry has been responsible for teaching most un-trained retail sales people how to ask for additional business. "Would you like some fries with that?" has been translated into, "Will there be anything else with that?" or "Would you like some shoe cleaner to go with those?"
The problem with this approach to increasing your multiple sales ratios is that it flat out doesn't work. Most customers simply say no and most sales people hate asking the question as it comes out all "fake". The rejection factor using this method of asking for the extra sale is extremely high and therefore most retail sales people will burn out and simply stop asking.
The great retail sales people I have worked with who consistently score high in their weekly multiple sales numbers do six things that the average sales people don't.
Know your product
Knowing your product means that your sales team all understand the benefits of the merchandise you sell and how each adds value. They must be able to effectively describe benefits and features and engage the customer. Your sales people must also know what goes with what, as well as being aware of what is in stock.
Believe
"You'll never sell a product you don't like and don't believe in" is one of the golden business rules that comes straight from Donald Trump's TV show The Apprentice.
Sell what you believe, and believe what you sell. We sell best those things we believe in. Think about the last time you recommended a movie or a restaurant to a friend? Did you feel self conscious or apprehensive about putting your case forward? How much passion and enthusiasm did you exhibit whilst presenting your reasons why they should go?
Belief is one of our most powerful persuasion tools. With strong belief in your company and the merchandise you sell, you can pretty much sell to anyone. The more your team believe in what they sell the more they will sell.
Identify
The customer's purpose rather than focusing on an item. Professional retail sales people focus on listening out for the customer's purpose (their intent behind buying the item, rather than being directed to a particular product. (The "why" which lies behind the what.)
In other words, they focus their attention on why the customer wants the item, rather than just focusing on the item itself. This means that whilst the customer is explaining what they want and why they want it, the sales person is giving thought to all of the merchandise and services they have which would add value to the customer's purchase and complements the customer's main reason for purchasing the item in the first place.
Add in not on
Once the customer has decided on price, and fixed it in their mind, it is extremely difficult to add on extra items afterwards. Therefore additional items must be introduced during the demonstration of the major product whilst the customer's mind open to opportunities that would add value.
Recommend don't sell
When sales people attempt to "sell" additional items it sounds fake and creates pressure for the sales person as well as the customer.
The additional item should be recommended as an enhancement that truly adds value to the product - the key word here is recommend.
The main differences between recommending an additional item as opposed to selling it are:
* Selling can be seen as pushy by both the customer and sales person
* There is no risk of rejection when simply making a "recommendation". Recommending is only a suggestion
* The customer cannot take offence to a recommendation
* If the customer takes the item recommended, great, and if not, at least they now know what is available for future reference
Use a non-threatening question
To introduce the item. The easiest way to introduce an additional item to the customer in a non-threatening and non-"pushy" manner is to relate the recommendation to the customers need uncovered earlier. Great retail sales people introduce the complimentary item with questions such as:
* "You mentioned earlier that..."
* "Have you considered that...?"
* "Would it make sense for you to..."
* "Have you seen/ heard/ tried/ felt...?"
* "Are you familiar with...?".
* " I am just letting you know for next time that."
When you train your sales team to sell using the one or more of the 6 sales strategies' as listed above, you will notice a dramatic shift in your transaction count as your "add in" sales begin to climb.