Steps To Effective Retail Selling

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TeamPlayer

Yellow Belt
Selling in a retail or online environment isn't the same as selling to other businesses, as you will be selling to members of the public.

Retail selling

If, for example, you own a shop, these are some points you'll need to bear in mind to achieve sales.

The first thing the public sees is your window, so it has to impress. Your shop window has to be attractive as it sets the scene for what the customer can expect inside. Change the display regularly to keep customers interested.

Accessories are often very profitable, so shouldn't be overlooked. Place appropriate accessories next to matching clothes or place common products at different ends of a shop to encourage impulse purchases.

Customers look for bargains. Put banners and captions around the shop pushing special offers and new products.

Heavily discounted items are often found next to more expensive ones, encouraging customers to buy something else because they have a good deal. Having something like 'three for the price of two' may entice your customers to make other more profitable purchases.

Set the right atmosphere through the shop environment.Staff need to be friendly, and welcoming, without being too 'pushy.' That will encourage customers to buy and to return in the future.

Making Sales

Clearly not all customers are the same. Some will know exactly what they want, others need guidance and advice.

If, for example, you stock a line of electrical goods, including, say, kettles, you need to know something about each of those products.

Does your customer want a kettle with a cord, or would cordless suit his needs better? What capacity of water do the kettles hold? How long do they take to boil? What colours do they come in What warranty do they have?

In other words, one size doesn't fit all, and your customer will rightly expect you to have the answers.

Enthusiasm

Seeing someone completely enthusiastic about a product is one of the best selling tools. As you generate excitement for the product, you remove any uncertainty the product may not be the best solution for that customer. The easiest way to become enthusiastic is to truly believe in the product.

If you are confident in a product that will transmit itself to the customer. Becoming educated in the product and its uses will help cement that confidence.

Overcoming Objections

Someone tells you that they've heard that product 'xyz' (lets go back to the toaster) takes 3 minutes to boil one pint of water. You know that product 'xyz' only takes 1 minute to boil a pint of water. You tell him that, and add that it was the previous model which took 3 minutes, but that was superseded by this later model.

You've knocked down the objection because you had the facts, thus you are more likely to make the sale.

Being well versed in not only your products, but similar products sold by competitors, allows you to easily counter objections.

Getting retailers to stock your product

You may be one of dozens of companies selling pretty much the same thing as the others. Even if your product is different to the rest, you still need to pursuade the retailer to stock your product, and to display it in a prominent place so it will sell.

Retailers will often appreciate some of your point-of-purchase promotional material.

How well your product sells is just one factor the retailer will think about. He might want to know how the product complements an existing range and how quickly you can provide more stock on demand. He doesn't want to keep running out of your products and have to wait a long time for fresh deliveries. If you can increase his profit margins by trimming yours he may display your products in a better position.
 
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