I'm told the experience at a Victoria's Secret is awesome. That's because they put their focus on getting a customer to a fitting room, so they can show her everything that will fit perfectly.
Putting your least trained employee to clean up and watch for shoplifters ignores the fact customers who use a dressing room are 70% more likely to buy.
The best retailers station their best employees at the fitting rooms to build rapport and sell the merchandise at the fitting room.
4. Personable, not just cashiers
In case it’s not obvious, the cashier is the final place where an employee will touch the customer. As such, they still have influence over the customer’s actions. The customer is generally relaxed and impulse items are easier to sell.
The idea that cashiers are only paid to take your customers’ money and say"Thank you!" is a big gap in your training. As your brand's last touch-point, your cashiers must be personable or they can actually take away value from your brand.
In many stores, cashiers can be adding additional items to an order just by pointing them out. Expect more and you will get more.
5. Sales trainers, not just managers
By the same token, a manager is not just a person who can fill a void left by a no-show employee. A retail manager must understand the retail sales training concepts mentioned above and create an atmosphere where these concepts come to life.
Be sure that you have chosen the right sales trainer for your retail location, not just an inventory manager. A trainer is always connecting performance to measurable results i.e. your key performance indicators.
Sales training increases conversion rate in retail
The majority of a brick and mortar store's customers are looking to buy. Do not waste the opportunity to transform your lookers into buyers by utilizing the above concepts.
Increasing your conversion rate by selling at the dressing room, always suggesting additional items and training your employees to deliver it all with a smile makes the difference between barely surviving and having a thriving business.
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