Ron Marx wrote in asking, “How is it best to approach a customer when they enter my retail store?” ”Also, how do I increase my Merchandising Sales?” Well Ron, you like most retail store owners are probably saying:
And, then the customer says, “I’m just looking.”
To turn a browser into a buyer you have to do the same things I have talked about in other sales articles:
Get Customer Excited with Sign’s and Layout
The easiest way to make a customer buy, is to get them excited with a beautiful sign and window display. Here are article’s that show you some beautiful sign’s and display’s. Most Amazing Signs & Amazing Store Window Display’s.
Now that they are excited, knock them out with a beautiful store interior. Here is a article that shows some of the Best Store Interiors.
I’m not going to go into Rapport Building here, because I covered it in detail in my How to Get People to Like you Article. Read more there.
The definition of rapport is the development of a close and harmonious relationship in which two or more people understand each other and can communicate well. By doing this right the person will hang on your every word.
I also talk about mirroring and matching in that article. Mirroring is when you mirror a person’s:
Matching is when you copy a persons representation systems. You are not going to be able to match them until you are conversing with them more than likely though.
Establishing a Yes Set
Research has shown that if you ask a series of seven questions, relevant to them making a purchase, that the customer will purchase the product. These questions must evoke an answer of yes or a positive response and they must be relevant!
First you want the customer to feel at ease and not pressured. The question, “What can I get for you today?”, puts the client on the defensive. Give them space by saying, “Hello, thanks for coming in today, feel free to browse and if you need me I’ll be right here, Ok?” You have welcomed them, put them at ease and hopefully got your first “Yes”, with the addition of the word “Ok.”
If at all possible, build rapport with the customer, by using what is called a Rapport Hook. Rapport Hooks, force the other person to try and build rapport with you.
You create a rapport hook by starting an interesting story and then before you talk about how you were able to get through the problem you say, “to cut a long story short, everything worked itself out.”
Tell them a true crazy story about a product in the store, or a crazy request from a customer. Talk about anything that would be of interest and also have to do with a customer making a purchase.
Another great Rapport Hook, is the introduction Rapport Hook. It’s basic layout includes interesting comment, interesting comment, and open ended question. Here is one I used recently at a cocktail party in which I knew nobody. “Excuse me, between finding out how much money my broker lost me and my new born, I forgot to eat today. What looks good on the buffet?”
I gave them many conversation starter’s here:
You could use a similar one based on which local restaurant they like to go to and spend money.
What to Do When they Look at a Product
Ok, you have established Rapport and have some “Yes’s” under your belt. They are looking closely at a product now. What should you do? Get more Yes’s of course.
Here I’m asking more and more relevant positive questions. If you have established rapport, the customer will welcome your input. (Remember to Mirror and Match)
You should now to start assuming they are going to purchase the product, by:
Once they see themselves using the product, they will buy! Continue evoking emotional responses, by directing them towards the emotional satisfaction gained from making the purchase.
Spotting Buy Signs
You will know the customer is ready to buy if:
If you do everything else right you won’t need to close in the traditional way. This is what is great about selling in a retail environment. Most of the products are cheap, and the ones that aren’t, are easily provided through financing options.
To close just simply say, “You know you deserve (product), let me help you take it to the counter, or wrap that up for you.”
That’s All Folk’s
These are the basic step’s to follow in increasing your retail sales. Stay in the mind set of by helping the customer get what they need, you’ll get what you need. Are there more complicated sales techniques than this? Definitely, but most go roughly along these lines.
If you have any questions or comments, leave them in the comment box below.
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