A reader asks, “My fellow salesperson scarfs up my customers between the time I initially properly greet and pass by them (with a prop) and the short time in which I once again approach the customer. I have spoken with him to no avail. What would you suggest I do and say to the customer to ensure they remain my customer?"
In a perfect retail environment employees receive retail sales training that ensures all sales staff work together as a sales team to increase the retail store’s sales and bottom line.
Unfortunately, in a store where commissions or sales bonuses are awarded, this perfect retail environment does not exist; it is a culture of competition between salespeople. The upside for many luxury retailers is that it directly rewards employees for their sales performance. That’s the system I was able to thrive within for many years.
If you don’t have a commission system, bonus program or other incentive you never have to deal with this – that’s too bad because more than likely, no one is trying to be a superstar by exceeding sales goals.
With a commission system culture of competition, the manager often is dragged into those she took my sale conversations. There was a time I had a snake on the sales floor who knew exactly what he was doing – he’d keep a keen eye on every person who walked in the store and when he spotted the least inclination to pick up an item would pounce.
Because he was so good, he usually made the sale. As a sales manager, there's only so much you can be responsible to fix. It has to be up to the salespeople to get along. (If you are the one managing such a commission team, I have some tips for you below.)
If you are the one often saying, she took my sale here are a few steps you can take that can increase your probability of retaining your customers and commissions.
Get Clear on Your Store’s Policy
Before we talk about what you can say or do to make sure your store’s visitors know they’re your customer, let’s talk about your store’s policies and the retail sales training you’ve received.
Some stores consider a customer to be fair game, regardless of who greeted them. You should approach your store's management for clarification. Ask questions about how this type of problem might be resolved, without naming names. Keep it professional - don't finger-point, whine or complain. Understand that even though your co-worker may not be playing by your rules she’s still probably making sales and profits.
And high sales cover a wealth of sins.
Learn from Your Competition
Since you’ve already asked your co-worker to stop and he’s ignored your request, get clarity on how it’s happening. What is your co-worker doing, and what are you not doing, that enables him to connect with your customers? The next time you are working together, observe your co-worker. Watch and learn and you may be able to identify where you can improve your timing and fix the situation with a better follow-up technique.
Take a Candid Look at Your Performance
Going back to your original question, what can you say or do to ensure a customer knows he belongs to you? At the end of your pass-by greeting, you could pull a card with your name on it and tell the customer to call you when they’re ready to make a purchase.
Or, you could pull out your phone and take a picture of the customer (you know, for documentation).
Maybe you could put a sticker on the customer that says “I Belong to: Your Name”.
If these scenarios sound ridiculous, it’s because they are but I’ve seen variations and you might have too – think car dealers.
The best way to solve any sales problem is to improve your own performance.
Are you giving your customers a reason to work with you? Are you following up in the right time frame? Are you establishing rapport with your very first word? Is your presentation and attitude top notch? These are areas that every salesperson can easily improve.
After all, just because you said, good morning, it doesn’t give you ownership of the customer or the sale. You have to earn it.
Don’t get me wrong I know first-hand that working with a co-worker that steals your sales can be stressful. If you allow it to be.
Rather than allowing the behavior of your co-worker to distract you, focus on your performance and concentrate on competing only with yourself. Great salespeople are students of human behavior first – their own and their customers'.
If you are the retail manager, adopt some ground rules to minimize having to referee such fights between your thoroughbred salespeople.
Ground Rules For Commissioned Salespeople
- Consider an ups system where each person gets to greet one customer and then moves to the bottom of the order whether they sell that customer or not.
- Once the customer walks out, you do not get credit for the sale.
- Close ‘em or lose ‘em – no business cards given to customers to ask for me.
- Never cut in on a sale unless the other person allows it privately first.
- Never mention whose sale it is or commissions in front of a customer or both of you lose credit.
Sometimes customers don’t want the original salesperson and will intentionally avoid them. Those customers are giving your business a second chance so it is better to allow them to decide whether to speak to someone new or the original, rather than a strict ups system.
The best thing to say to a customer to keep your sale from the start is, “Good (time of day),” feel free to look around and I’ll be right back.” Connect with them by looking in their eyes long enough to tell their eye color.