BrainTrust Query: How Can Retailers Raise Associates' Conversion Rates?
Through a special arrangement, presented here for discussion is a summary of an article from The Retail Doctor's blog.
Brick and mortars have one significant advantage over e-commerce players in turning browsers into buyers: the customers are actually standing there.
To make the most of this advantage, a variety of retail sales training techniques can raise the conversion rate of their retail associates.
Here are five:
Facilitators, Not Just Greeters: Saying "Hi" is good, but being interested in a customer and getting them to their desired destination in a minimum of time is better. Most customers have a buying agenda and will move on to another retailer if they do not perceive that your establishment appreciates their business. No amount of upselling can overcome a customer who is frustrated.
Demonstrators, Not Just Pointers: We're all familiar with the stores that mandate that their associates bring a customer to the exact product that the customer is looking for. It's a nice idea, but usually poorly implemented. Mostly, at the end of the short trip, the employee (a pointer) merely wags his finger and says, "It's right there. Have a nice day." Instead, associates should remove the product from the shelf, demonstrate its features and benefits and, if appropriate, ask them if they want two or three.
Fitting Room Salespeople, Not Security Guards: The experience at Victoria's Secret is widely seen as first-rate because the focus is on getting a customer to a fitting room where the associate can show her everything that will fit perfectly. The best retailers station their top employees at the fitting rooms to build rapport and sell the merchandise at the key purchasing decision point. Putting your least trained employee on the position to clean up and watch for shoplifters ignores the fact that customers who use a dressing room are 70 percent more likely to buy.
Personable, Not Just Cashiers: As your brand's last touch point, your cashiers must be personable or they are just not worth their payroll. Also, the customer is generally relaxed and impulse items are easier to sell. In many stores, cashiers are adding additional items to an order.
Sales Trainers, Not Just Managers: By the same token, a manager is not just a person who can fill voids left by a no-show employee. A retail manager must understand the concepts of retail sales training mentioned above and create an atmosphere where they come to life. You need a trainer, not just an inventory manager.