Anyone in business appreciates retail sales tips from those with more knowledge and experience. But not every word of advice or “truism” is worthy of your appreciation. We’ve pulled together 7 retail sales tips and “facts” you should definitely ignore.
Where does this off-the-mark advice come from? Often it’s simply because the pace of change in the retail industry makes it especially tough to foretell the future.
Or perhaps you’ve heard people do all their decision-making research online. Neither are true. Customers continue to support brick-and-mortar stores to see and feel merchandise, bring their friends for consultation, and enjoy the thrill of taking their purchase home right away. One recent study showed:
Just 12% of shoppers say this is true for them. They don’t need your sales staff to learn about the products – but they do look to them for consultation and recommendations. Technology can help serve customers, too, but it doesn’t eliminate human contact. Otherwise, your store will be nothing more than an upscale vending machine.
Unrelenting eye contact turns into staring, which is rude and feels aggressive. Make a positive, friendly connection, instead, by making eye contact right at first, then breaking it off and returning occasionally as you’re conversing.
If you quote prices to prospects, say for installing products, quote just one price – something a bit high in case they want to negotiate. Experts say offering a range allows your prospect to assume the lowest price while you’re hoping for the high number, and no one comes out satisfied.
Nice as that would be, customers want to feel they control their own buying decisions. Your assumption that they’ve already decided can come across as arrogant. Talk about how they’ll benefit from choosing your product, then let them decide.
Pressuring customers to buy right now does not make friends or feed your bottom line. Whether you shut them in a room with your sales manager or just keep pestering them on the sales floor, one of two bad things is likely to happen. Either they’ll bolt to get away from you or they’ll buy to get away from you — then return or dispute their purchase later. As above, explain the advantages of buying now, but let them decide.
Here are 9 bona fide retail trends for 2016, complete with actionable tips for putting them to work in your store.
If you have misguidedly followed any of these “tips,” stop right now. Rethink your strategic plan and daily practices based on what you now know to be true. Your effort will be amply rewarded with a growing business and new levels of customer loyalty.