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Plain Talk
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The Four Magical Words that Will Increase Your Retail Sales!
by Rick Segel Why is it that sometimes the easiest remedies are the best remedies? If you get a cold, the doctor tells us to get rest and drink lots of fluids. In a retail store all you have to do is suggest more items to the Customer. The more you show the more they buy. (Of course there is the issue of confusing the Customer, but lets not worry about that now.) That act of suggesting items comes in different varieties. First by our visual merchandising and store layout that exposes as much merchandise as possible. That might mean you display the upper part of our walls that are now bare of merchandise. Or you adopt a layout that puts as much merchandise close to the main aisle of the store as possible. Store layouts that are in a race track or circular look that will increase merchandise exposure for the Customer this way. Many stores have adopted the longer check out lines that are a maze of merchandise we are forced to look at in order to check out of the store. The more you show the more they buy. The more you suggest the more they buy. No one can argue with those 2 statements. That what this article is about, training our employees to suggest more. I know the level of employees isn’t as high as we would like them to be. That is why we must make the training as easy to understand and implement as possible. Remember the KISS METHOD? Keep It Simple Stupid. There is nothing easier than the 60 Second Selling Course or the Magical 4 Words- that will increase your sales by about 8% immediately. I can make a statement like that because I have been preaching this method for over 30 years and have hundreds of testimonials that agree. Here are those 4 words –
Ok, the words are simple enough now how is it used. It can be used as a simple opening line after all why do customers come into the store, To look at your merchandise. You are just highlighting some of it. Plus it can be used as an employee is just walking by a customer. In my store we would have employees use "Did You See This" on the way to the bathroom. It is the power of focus. There are 3 parts and using it as an opening line is just one part. The second part or use of Did You See This is after they are purchasing one item use it to transition the Customer to buy something else. After all you have already built a repore with the Customer, they trust you now is the time to make that suggestion. Now there are two ways to suggest the add –on item. First as an accessory to what they have purchased. Anything that goes with the initial purchase. Batteries for a camera, jewelry for an outfit they are buying, A carrying bag for a new set of golf clubs anything related to the first item. The next type of add-on is a non-related item but something you think that Customer would be interested in. This suggestion usually starts with “while you are here I just have to show you something that just came in.” Customers love this. It is perceived as good customer service.” The last way we use Did You See This is in closing the sale. My philosophy is simple. Keep showing the Customer merchandise until they say, “I’m done.” Let the Customer be in control you just suggest merchandise . You will know when its time to stop but let the customer tell you. Sometimes its verbal and other times its just reading their body language. The bottom line: The more you show the more they buy. The more you suggest the more they buy. “Did You See This” is just a simple tool that makes it all work.
Rick Segel can be reached at:
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