Optimize Your Sales In 3 Key Steps

The art and science of customer service

It’s time to train up the new sales associate- the SUPER SELLER. 
These goal-oriented growth driven and tech-savvy people are perfectly poised to take retail brands like yours into tomorrow. So hold yours tight and never let them go!

You’ll need to equip them with comprehensive training to develop their natural skills and enable them to help shoppers explore product options, to deal with concerns and make helpful recommendations. 

This investment will be worth it – Grail Research/Mindtree found that 43% of shoppers who interacted with associates are more likely to purchase, the sales value of which account for 81% more than when compared to customers who haven’t had this interaction. 

Here’s how to keep your associates all charged up and ready for action:

Equip for the best

  • Provide technologies to loop them in with company news, macro trends, or automation for appropriate tasks.
  • Hold group workshops or individual meetings centred on showing their own impact on retail traffic conversion rates, including them in target goals setting.
  • Incentivize to excite.
  • Provide career mapping 
  • Coach with consistent feedback. (More on this later)
  • Deploy strategically. Send most sales soldiers out o in times of high foot traffic, not according to your historical highest sales hours.

Prepare for the worst

Keeping these points handy will help associates to deal with difficult situations:

• Acknowledge the customer with a smile, and listen.

While ‘listening’ sounds passive, it’s a very productive skill. When a customer brings something to your attention, their emotion will also help you to understand their unsaid needs or wants. If they’re in distress, acknowledge that and try as much as possible to operate from within their frame of reference. 

This Ted talk highlights the importance of this skill. Here is a man who has helped negotiate civil wars with the power of listening, or as he puts it, listening to get to yes. We think it’s safe to say this can help your salespeople to hear more yesses.

• Summarize the problem to make sure you have all the pain points noted.
• Communicate what you can do about it, or assure them you will put them in touch with someone who can. And then actually do that. 

Measure

Gaining comprehensive service data will help you to coach your associates. 

Your teams will gather valuable insights during interactions, however, these opinions might not be shared among the majority of consumers, or may not be very valuable feedback in the bigger picture of the business. And if this feedback is actually about your store teams, you’re likely not to receive a truly honest account until it’s in a heated mail and the damage is done.

From a management perspective it is important to keep customer service as a separate area of focus.

The best way to track your customer service and its impact on purchases is with the feedback funnel. First, a customer analytics solution (like Vision) measures the journey from passer-by traffic to POS. It will help you identify key patterns in how associate interactions are encouraging customers to reach the point of sale.

Are associates giving your visitors the right amount of time to browse before approaching them in a non-invasive manner? If they are busy with another activity and a customer enters, are they acknowledging the customers and assisting them when needed? Is there a particular zone in your store where people prefer to be assisted, and others where they decline help in order to browse freely? 

Once you know these patterns, you will know what areas need your most personal attention during your store visits. You will then be better informed to ask more targeted, direct questions either in store or in mails to your customers within your database.

Sources: https://retailnext.net/en/blog/4-useful-tips-to-increase-conversion-in-store/