Braintrust Query: Retail Myth Busting
Through a special arrangement, presented here for discussion is a summary of a current article from Retail Contrarian, the blog of the Dynamic Experiences Group.
We achieve what we believe. Sometimes that serves us well and sometimes that holds us back. Here are some of the myths that create barriers to success in specialty stores and other customer-focused businesses.
Myth #1 - I can't make sales goals on slow days. While slower traffic creates challenges, it gives the team an opportunity to spend more quality time with customers. One good customer can make a day.
Myth busting action: Give your team higher ADS (average daily sale) and conversion goals on slower days. Higher expectations could be set on calling customers and other traffic building actions.
Myth #2 - Customers want to be left alone. Customers want to be left alone by employees who don't add value to their experience or until they've become acclimated to the store. If the store experience is better with an employee than without, it's up to the store to make the customer connection.
Myth busting action: Engaging customers is a skill that needs to be practiced every day and something managers/owners need to coach. Make it a focus over the course of a week. If the customer wants to shop without help, that's fine too.
Myth #3 - It's hard to find good retail help. More often than not managers/owners hire the best of those who apply for a job, when what they really need to do is go out and discover great people.
Myth busting action: Always be recruiting. Try inviting at least one potential applicant to visit your store every week and give yourself an opportunity to recruit them. When that barista or waitress gives you great service or you meet an interesting and outgoing person at a social event, tell them about your store and invite them to come see you.
Myth #4 - Paying commission negatively impacts the customer experience. It's not individual commission that's the issue; it's the behaviors managers allow to happen. A number of retailers I work with pay an individual commission and deliver some of the best customer experiences in retail.
Myth busting action: Try testing individual commission on two-week or month-long contests and award prizes to the employees with the highest sales per hour. Pay attention to unacceptable behavior by more aggressive employees. After that, you might consider moving into paying on individual sales.