Is retail selling just about closing sales?
We train in the arts of retail selling. I have spent over 10x years researching trends and best practise in the selling field. If I had a £1 for every book or blog post on selling I have read, I probably wouldn't need to work for a year.
The initial enquiry for retail selling training commences with a conversation like this…
"I need the team to get better at closing sales. Customers are coming in but many don't buy".
You may be leaking customers to competitors, Internet resellers or non-direct competition for consumers disposable income. We understand why there is so much emphasis on the close – after all isn't that the stage of the interaction when a sale is made or lost?
Well this is a little misleading. It is the part of the sale where we get immediate feedback on success or failure, but in our opinion it would be too simplistic to hang success exclusively on a poignant question, dramatic silence or assumptive close.
Closing sales is a very important part of the selling process, of course, and skills to help retail sales people wrap up the sale without feeling pushy are very valuable. Invariably as an inquiry to grow retail sales evolves, the emphasis of skills improvements moves towards what happens in the customer interaction leading up to that point.
Why? When the entire customer encounter is skilfully choreographed closing a sale can become less of a focal point and more of a formality.
Retail experiences should be about product discovery; fun, learning, memorable, distinct and enjoyable – the sales element should be invisible however. Never consciously seen by the customer, just the vehicle by which these great products can now be taken home.
How do we do it? …NUDGE.
We 'Nudge' customers to make brilliant purchasing decisions. Decisions that leave them craving to come back and buy again.
So what is the principle of 'Nudge'?
1. We focus on a customer's need, rather than the solution or cost. This is a mistake most sales people in retail make.
2. We don't try and convince customers to buy things.
3. We use persuasion and influence techniques to help customers navigate the market and make great decisions.
Talk to us about Nudging your customers today.
Tel: 01455 203 206