Still Not Convinced You Need Retail Sales Training? Think Again!
By Bob Phibbs
You’ve searched online trying to find some answers to increase your retail sales. You’ve been trying to attract more customers, but nothing seems to be working.
Maybe you’ve been trying to hit sales figures from a few years back and try as you might, it just seems like you’re working harder and making less progress.
Or you’ve tried more promotions to get people in the door, and you’ve ended up with a reliable group of discount customers who will come out of the woodwork - if you make the deal steep enough.
The trouble is, your bills are increasing, but you have less cash to pay them.
Maybe you’ve even adopted the fad of letting customers buy online and pickup in store. It seems customer-focused, but it adds a layer of procedures to your taxed operations.
Especially since you may have heard some retail consultant tell you to manage your labor as a percentage of sales. That means as sales have dipped, you have fewer and fewer employees to do the work needed to run the store.
If you were to ask your employees, they might even tell you each day is like going into battle to meet the multiple demands of their time.
And that might be why you have high turnover.
It’s only going to get worse... thirty-eight percent of workers plan to change employers in the next five years, according to the Hay Group.
Oh, and if you employ Millennial employees, those who are under 32 or so, maybe you’ve noticed they are curious and highly educated. For them, when a job stops being new, they’re done. When each day is answering, “Where is this widget?” and they take the customer to the widget, the pall of sameness settles over them, and they go looking anywhereelse for excitement..anywhere but with your customers.
You need to raise your average ticket...
You need to raise your average number of items per ticket...
You need to cut down on turnover...
You need to get a high return on your investment in the money you pay your crew already..
All of those can be fixed by a strong training program.
And here’s why...
Training employees of any age how to engage and respond to customers allows every interaction to be unique and varied. The employees have more fun, and the customers buy more.
The better your crew knows how to sell, the more they can affect every customer, not just the bargain shoppers.
The more your crew can sell, the higher your average check becomes, which means you are less reliant on coupons and discounts which punish your margins. In effect, you can do more with less.
But none of that can happen unless you make the commitment to change the way you presently run your shop.
If you’ve cut and cut your employees’ hours, you’ll probably have to make an investment and hire more so that each employees first responsibility will be helping, engaging and selling customers - not putting out stock, doing price increases or stock transfers.
And because you will have hired more employees who will be helping, engaging and selling customers, you’ll want to be ready with the best possible ways to do that.
Here are some posts to help you decide what’s best for you:
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The 5 Shifts Brick-and-Mortar Retailers Are Making to Generate Up to 20% Higher Profits Every Month
Are you a hungry brick-and-mortar store owner who’s ready for a fresh, people-obsessed strategy? This training is for you if you want to grow your business using a powerful customer experience formula proven to make your cash register chirp.