Improving Suggestive Selling Initiatives With Performance Measurement and Competitive MotivatorsWritten by Matt Wozniak
Cross Selling, Add-on, Suggestive Selling, Up Selling, Down Selling, Soft Selling and Hard Selling, all mean same thing – more or less revenue generated at customer sale point, and if done correctly, a happier, better informed, well satisfied repeat customer. Some approaches work, others do not…The numbers can be staggering when looking at how minute changes in front-line staff behaviors can influence revenues into millions of dollars. The following example is gleaned from real data gathered by National Shopping Service http://www.nationalshoppingservice.com, a 33-year veteran mystery shopping provider offering customizable mystery shopping services and solutions for Global 2000 retail organizations: Let’s assume we have a chain of 900 C-Stores averaging 7,000 individual customer transactions each week. Let’s also assume that our historical mystery shopping observations have shown us that in only 10% of transactions, CSR offered an additional revenue producing item to customer (…”did you need a bag?” does not qualify!) Lastly, let’s assume that a typical add-on sale, or suggestive sell item is valued at $1.00. If we can motivate front-line staff with incentive programs, actionable mystery shopping feedback, and refresher training to increase suggestive sell from 10% to 11% of our customer, base we can increase system wide annual gross revenue by a staggering $3,276,000.00! The numbers speak for them selves, trick is how does one motivate 25 or 25,000 front-line C-Store employees to consistently and effectively offer revenue increasing items or services to daily customer flow. Furthermore, how does one deter staff from down selling (…”Did you want a small…”)? The answer is to implement a consistent, reliable, non-biased monitoring tool and to offer training coupled with positive, constructive feed back. An incentive for employees to perform is a definite plus. A Mystery shopping program works extremely well to fill this requirement. Statistics show that front-line employee suggestive selling training works very well…until they arrive to work following day, at which point they place suggestive selling at bottom of their list of duties. Most staff are initially uncomfortable “selling” – they are cashiers, not salesman. They feel as though they are “bugging” customer or are being “forced” by management to sell something customer didn’t want in first place. At peak customer flow times, suggestive selling becomes just another task that slows down queue times – a built-in conflict as front-line staff have had customer through-put hammered into their heads.
| | Collection of Jewelry from I800's through mid 1900's Written by Laura Thykeson - Owner of "Ice Originals II - Vintage Collectibles, Music and Jewelry"
A special collection of jewelry, some of European descent, from a New York Estate, has recently been offered to public for sale. Quite a few extroadinary pieces, especially for collectors and researchers of time frame are available. Body Copy: Recently "Ice Originals II", a collectibles and antique website, had pleasure of acquiring a portion of a large New York Estate that includes jewelry items from 1800's through mid 1900's. Quite a few of earlier pieces are of definite European manufacture, as they feature European style clasps and hinges and definite European designs. There are some very interesting pieces, that appear as if they could have historic and research value, as well as normal interest related to collectors. Several of pieces feature hand chasing and enamel, inlaid into gold. Several are watch pins, as well as sash pins, brooches, and some very nice cut steel and gold earrings. The art deco and art nouveau movements are clearly represented as well as some transition pieces. These jewelry items, each very well designed and crafted, are true representations of jewelry of these early decades. The collection can be viewed at "Ice Originals II" which is located at: http://www.tias.com/stores/iceorig/ Anyone who is a serious collector, as well as anyone researching this period of jewelry in encouraged to visit this website and view these beautiful pieces. Along with all items described, there is also
|
