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Role-playing, a hand-full of various selling techniques, clear goals and protocol, and a little incentive is key to overcoming this aversion. Many employees state they are uncomfortable using only one suggestive selling technique for all customers, as each customer is different. Give employees fundamental training and freedom to “customize” their suggestive sell. It may not make sense to offer a customer a bag of chips to go with their 10 gallons of gas…but perhaps mentioning recent hot weather and in-store special of a 12pk of Coke does.
What if each employee was to state, “…Those are less expensive if you buy three-pack that’s on sale…” instead of, “…Next.” Not only will employee be helping customer save money (and saving customer money means a happy, returning customer), but he/she will also be adding revenue. It’s a win-win proposition.
Suggestive selling does not have to be scripted or limited to one or two items to work well. There are a myriad of additional items, larger items, sale items, complementary items, and services to softly and appropriately suggest to customers. If front-line staff understand effective and non-obtrusive selling techniques and have feedback tied to incentive on their performance, end result will be happier customers, staff receiving positive reinforcement for a job well done, and greater revenue – A win-win-win.
Matt Wozniak is the President and CEO of National Shopping Service. NSS has been a pioneer in the mystery shopping industry since 1972, providing businesses with the information they need to understand and affect their businesses at points of customer interaction. http://www.nationalshoppingservice.com - 800-800-2704