Archive for the 'Retail Selling' Category

CPC

Friday, December 29th, 2017

Constant Customer Contact

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In any business nothing is more important than the customer. This needs to be demonstrated. You hear people say, “Were you able to find everything alright?” and, “Okay, let me know if you need anything else.” It’s about “customer touches;” how many, how gentle and how often.

The first obvious “touch” is on the sales floor, in a Pro-Active, No-Pressure manner. Be helpful but not pushy. Ask safe-to-answer questions that will help you guide the customer to the right item, and then give the information needed to make an intelligent buying decision.

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Buyer or not, your next opportunity is as the customer is leaving. Your last impression is as important as the first one. Hopefully you have obtained this person’s e-mail address by now, if not; get it now, as it opens up the world going forward to additional sales for you.

Another sign of caring is following up on your service performance. This isn’t always easy to get because most people don’t want to get somebody in trouble. Well, if you have someone giving poor service, that person is already in trouble, but may not know it.

Bad news and stories of poor performance travel fast. If your customer has a problem; you have a problem too, and if you know about it you can most likely do something about it, both now and in the future as well. But, how do you get the unhappy customer to open up to you ? Or, better yet the happy customer to tell you about it.

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We have a long time client with high-end jewelry stores in the Chicago area. Ownership is in the 2nd generation, so you know they are doing something right. The store is James & Sons Fine Jewelers.  I had an e-mail communication today with one of the sons. The tag line on Jim’s e-mail signature jumped out at me. I e-mailed him immediately asking for permission to share it with you. His reply was, “Go for it.” So, here it is:

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Do you see why I found this so impressive? Your thoughts? 

The Magic Number

Tuesday, December 26th, 2017

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It’s a New Year, and the best time to start some new success habits, or renew some forgotten ones. As a retailer, there is no habit more important than knowing where you are and where you should be.

It’s Magical
By definition, the “Magic Number” is the total amount sales that you must average from today until the end of the month to assure hitting your goal.
It’s indeed magical in that (assuming you set a SMART goal) it’s small enough at the start of the month that you know you can do it. And, when you reach and exceed the “Magic Number” you will see that is lower tomorrow therefore making it even easier.
On the flip side however, should you sell less than the “Magic Number” today, it will be larger in the morning, thereby offering you a “wake up call” early enough in the month to accomplish it.

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FORMULA:
The formula to determine your “Magic Number” today is: “Your Goal minus your Accumulated Sales for the Month Divided by the Number of Days Left in the Month to Sell.”
GOAL-SALES to DATE/# of DAYS LEFT
This is not Rocket Science; anyone can do that simple arithmetic. Unfortunately many people tend to forgive a bad day, figuring that there’s still time left in the month to make up for it. While there’s some truth to that, the fewer days you have left, the higher the number and stress level will be.
The key is to develop a sense of urgency early on, thus eliminating the stress at the end or even worse missing your goal.

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IT’S EASY!
If you are fortunate enough to be receiving our Morning Report that formula is built into it and will show you your “Magic Number” updated daily. This acts as a road map to hit your goal.
If you are not receiving the Morning Report CLICK HERE see how you can, and all that it does in addition to this.

Keeping Score

Friday, December 22nd, 2017

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In Sports
In sports there are scoreboards They motivate the players to a higher level of performance by creating awareness and competition. They let the players know where they are going. When falling behind, they alert them in time to make the changes needed in time to win the game.

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In Transportation
In transportation there are dashboards in cars and airplane cockpits. They let the drivers and pilots know where they are going and how fast. They act as alarm systems to alert drivers and pilots when something isn’t going right in time to prevent a crash or accident.

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In Business:
Scoreboards and dashboards are important in business as well. They let the people in the company know if they are making money or losing money. They let the owners know if they are going to stay in business or not. Ideally the alarms would sound before it’s too late to make changes.

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Too Late:
But, too often a dangerous trend is noticed too late or not at all, and a crash occurs. Unlike the dashboards in planes and cars, there are unseen variables. In the car the dials work exactly the same regardless who drivers are. Not so in business. Spreadsheets are often times looked at when the month is over leaving no time for a correction in behavior or change of direction. And of course there are those who wouldn’t know what to do about it, so not seeing it is in some way comforting.

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Here Comes the Sun
Actually, there’s no more comforting feeling than waking up in the morning fully aware of everything that has happened right up through closing last night all with little or no effort on your part. We can help you with that: CLICK HERE:

6 Musts to Make a Sale:

Wednesday, December 13th, 2017

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There are six things that must happen for you to make a sale. Leave any one of these out and your customer will leave empty handed.

They Are:

1.) The customer MUST come into the store. 

This is not to say that you cannot sell via your website or over the phone to a past customer, but generally speaking customers need to be able to touch it, sit on it, lay on it and more.

2.) The customer MUST find something that he or she likes.

The salesperson hasn’t been born yet that can sell things to people that they don’t like, need or want. Too many try to however.

3.) The customer MUST have the money.

You may have a customer that comes into the store, find the perfect piece of furniture, but has no way to pay for it. And if you try hard enough to sell that piece to that customer you will successfully sell the customer on leaving the store to never return.

4.) The customer MUST be willing to spend the money.

Having the money may not be enough. There may be something else the customer would prefer to spend that money on.

5.) The customer must trust the company.

If this is a customer that you have already done satisfactory business with in the past, this trust may already exist. If not, it needs to be established BEFORE you start “SELLING.”

6.) The customer MUST like the salesperson.

This is a big one since most people don’t like salespeople to begin with. This is why so many come into your store with their “guard up” and announce, “I’m just looking.”

MICRO-MANAGEMENT:

Sunday, October 22nd, 2017

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“Not Me!” 

We hear people say, “I don’t want to be micromanaged.“ And, “I don’t want to micromanage my people.“ Have you ever heard it?

My definition of micromanaging is, “An overly used term to describe management by those who either don’t want to be managed, or don’t want to or know how to manage.”

 

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Coaches 

Most, almost all people need or could benefit from closer management. in professional sports there are more coaches on the sideline than there are players on the field. And the head coach never misses one play. And these are pros!

 

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Think about how many missed opportunities there are in business.

Two things I have found people will resist more than death and taxes are, change and accountability. Ironically those are two of the most important things that they must embrace to create and generate ongoing success for themselves and for others.

Business owners have the right to know what their employees are doing, and how.

No, this is not spying. Watching the behavior of your competition could be called spying, whereas with your employees it’s part of MANAGING.

What’s the Difference?

Wednesday, October 18th, 2017

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What’s the Difference?

I am often asked what the difference is between OUR Morning Report and MY Daily Motivator. They both are designed to get you going.

 

The Morning Report is a product that we provide to individual businesses, mostly retailers. It is customized for each one of them and sent 365 days a year to the people who make a difference in that business.

It arrives before the rosters crow in Hawaii; and that’s early.

 

MY Daily Motivator is available FREE to anyone with an email address. 

I personally create this 365 days a year.

 

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Get It! 

If you are not on the list now, and would like to be, simply go to SuccessMadeEasy.com and enter your email address in the little box below this photo of me working on tomorrow’s Daily Motivator.

If it anytime, for any reason you choose to stop receiving these, simply click on the “opt out” button.  

SELL QUALITY; NOT PRICE

Saturday, July 15th, 2017

This was published in a Vancouver, BC Newspaper in 2007:

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“It’s Slow”

Friday, July 7th, 2017

Don’t Buy This Excuse!!! 

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“Traffic” is by far the #1 excuse presented to management when sales are low in a retail store. When someone tells me that it’s “Slow,” I say, “Then speed it up.” People walk past stores, look in and then decide if to enter or not. Too many times it’s an “available” salesperson that causes them to walk on by. “There is nothing more threatening to a customer than a salesperson without a one. Even worse is two or more salespeople without customers.” Retail Selling Made Easy.

Do You Bear Down or Bail Out?

Monday, September 26th, 2016

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REJECTION!
Nobody likes rejection, and nobody gets more of it than salespeople. Buying is an emotional decision, and a willing customer can cool off in a heartbeat. You are showing the product and your customer’s head is bobbing up and down like a doll in the back window of the car.  You know it’s going to be a sale. You and your customer are both smiling approvingly. You are thinking, “Oh boy, oh boy.” Then suddenly your customer’s smile goes away and you hear those dreaded words, “I need to think about it; I will be back. That “Oh boy” feeling fades away as your customer begins to walk away. What do you do now? Most people will either bear down and push for the sale, or bail out and hope that the customer will come back. Some do; Most don’t and you know it.

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Which Way Will You Go?
The “Bear Down” salesperson says something like, “You know you love it, that’s a great price, you should get it now.” Some even suddenly drop the price thinking that will close the sale.

The “Bail Out” salesperson says something like, “Okay, here’s my card, please ask for me when you come back.” The customer smiles, agrees and heads for the door. You frown and feel depressed. One of these two scenarios plays out in luxury retail stores across the country every day. There must be a better way, and there is.

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Put on Your Detective Hat
The wise salesperson stops selling at this point and becomes a concerned “detective” looking for the real reason the customer is not buying it. This salesperson says something like, “Okay, but maybe it’s just not the right piece, and if that’s the case, you shouldn’t get it. Let’s take another minute before you leave, and tell me, what is it about this piece that just MIGHT NOT be right?” Now simply shut up and continue looking at the piece. It’s the customer’s turn to talk and you will be surprised how many confessions you will get. You will hear things like, “Well to tell you the truth, it’s more than I was planning to spend.” Or, “It just doesn’t look right to me.” or “It’s actually too big” or “Too small.” These are “truths” that can be dealt with.

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No Means, “No, Not Yet.”
There’s usually a real reason, and when you uncover the truth, chances are you can do something to resolve it and make the sale, if not that item, then another one. The truth will set you free; lies paralyze. If the customer say’s, “No, I just always like to think before buying” and that’s true the truth is that the customer really does need to think about it, help him or her do it while still in the store. Say, “Do you think it MIGHT BE the right piece?” If the answer is, “Yes” or “Maybe,” say, “Let’s be sure” and then go back over the features and benefits of the piece looking for what might be the hold up. If you cannot find a good reason to not buy it, then SELL IT! Say, “It looks like we have found the right item, is there anything we didn’t think about?” If there isn’t, then say, “Let’s do it now and you won’t have to come back.” This is where salespeople are separated from clerks and order takers. The key is doing it for the customer, not for you. The customer will have the product longer than you and the store will have the money. When that’s where your heart is, you and the customer both win.

Hot Dog Story

Monday, August 29th, 2016

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Self Fulfilling Prophecy
This is an old but very telling story that a friend sent to me a while back.

Once there was a man who owned a hot dog stand that he ran by the side of the road. For years he treated his customer’s right, sold good quality hot dogs to lots of people who stopped by to purchase from him. He even made enough money to send his son to college. He wanted his son to be an educated man and successful in the world. So his son went away to college and several years later he returned with his diploma in hand. The man was very pleased to have an educated son who could help him in his business.

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Educated Logic
The next day his son heard him placing his order for hot dogs and commented that he was surprised that he would order so many hot dogs and said, “Dad, haven’t you heard that there is a recession going on?” The man thought about this and concluded that his son had a college education and must know what he was talking about so he cut back his order for hot dogs. People continued to stop at the hot dog stand, but by rush hour the man had run out of hot dogs. He had to turn customers away. After a few times of stopping by and finding the man out of hot dogs his regular customers stopped coming by. This continued for a while and less and less people stopped to buy hot dogs.

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Smart Kid
The man’s income dropped to the point that he could not pay his bills and he went out of business. From this the man concluded; “My son must be right, there is a recession going on!”