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Purpose Driven Sales Techniques
Retail professionals often fail to listen to customer concerns. Many are so focused on closing the sale or making their sales numbers that they often sweep past client concerns and make product recommendations with little or no information about the needs and desires of their customer. Imagine if you went to a restaurant and the waiter simply guessed at what you wanted as soon as you sat down? Here’s a hilarious example to illustrate my point. Regardless of your product offering, it is critical that sales associates get to know their customer before any sales action is taken. Let’s look at a few purpose-driven sales techniques to turn your retail space into a customer solution center.
The Advantages to Change
Are you only focusing on financial gain or building relationships with your clientele? If the answer is only financial gain, you need to refocus. There are huge benefits to the latter, including making more sales with bigger ticket averages and bringing your customers backwhen they have additional product needs. They will also be more likely promote your services.
Knowledge Is Power
A meaningful consultation has the power to increase revenue - but it hinges on a thorough understanding of your customer’s needs. This means that a sales associate must ask open ended questions, LISTEN for the answers and write them down. It starts at the front door with a friendly greeting and the simple but meaningful question, “What brings you in today?” that begins the information gathering process. Selling solutions based on a customer needs creates an emotional connection. When customer’s feel that you’re truly listening to them, instead of feeling that their interests have been diminished, trust and credibility is established; and you’ll create a loyal customer who will continue to return for future needs.
Engage. Demonstrate. Close.
Think of your retail area as your client solution center. Your sales associates should know your product offerings along with the features and benefits for each so they can speak to them with ease. Product recommendation should begin with, “If I understood you correctly, I believe I have the perfect solution for you.” And finish by explaining how the product will help address the reasons they came into your store. If possible alwaysdemonstrate the product’s features and benefits personally. Look for confirmation signals from the client before moving forward to a closing statement. If there are customer objections, listen carefully to understand the objection, and then offer appropriate product recommendations to help resolve them.
Whether or not a closing sale was made, it’s important to connect with your customer after the initial engagement. An average of 75% of your prospective customers leave your store without purchasing, so the act of follow-up can make a huge difference in your be-back ratios. Just simply sending a Thank You card or email for coming in or even for purchasing will help you stand out from other retail merchants and helps deepen the relationship ties. On-going follow-up is a great opportunity to get back to customers with product details and answered questions or to keep them updated on promotional events.
Take action now to offer a clear set of relationship-based sales protocols for your sales team. From the initial greeting, the gathering of information and throughout the sales engagement, mentor your sales associates to sell with techniques aimed at helping your customers. Once they see that helping customers solve their problems also increasestheir numbers, their customer retention and their customer referrals—a relationship-based sales culture will help turn your retail space into a customer solution center!