A US-based accessories business has revealed details of a tailored strategy rolling out in Australia, which is proven to boost sales significantly.
Los Angeles-based sunglass and optical eyewear manufacturer Dita claims to be the first and only independent eyewear company to devise a strategic educational sales program, which it is now seeding through its stockists internationally.
Designed by Dita founders by Jeff Solorio and John Juniper, the program has to date been applied to over 1,000 domestic and international accounts, with 60 per cent of Australian stockists having undergone training so far.
Devised initially to help stockists endure the dismal retail climate, Solorio and Juniper created the program to increase closing ratios to compensate for declined foot traffic.
The interactive program, which took a year create, utilises subliminal and subconscious selling techniques at in-store locations and can be applied to any retail setting worldwide.
The sales training is also customised with supplementary materials such as a scripts, manuals and educational DVD for reference and has since received recognition internationally from Barneys in New York, Visual Culture Optical Hong Kong, The Edward Beiner Group, Scarsdale Eyecare and industry buzz from Oprah Winfrey, John Mayer, Kim Kardashian.
Commenting on the program, Dita co-founder Solorio said the company will continue to seed the program into stockists worldwide, with Australia included in the list of top targets.
“Over 30 per cent sales increase experienced by some retailers across the board encourages us to invest in our retailers even further,” he said.
“There’s no other eyewear brand in the luxury market that has devised a fun and interactive global sales training system that imparts subliminal and subconscious selling techniques to ultimately turn sales associates into confident stylists.”