The recent news about retail has been overwhelmingly negative, with headlines focusing on store closures, struggling iconic retailers, and the growing shift to online shopping. However, amid this gloom, some retailers continue to thrive, increasing their sales year after year. This success isn’t accidental—it’s the result of strong leadership and proactive in-store practices.
The opportunity to boost sales exists in every retail store, and it largely depends on the store manager and their team. Great store managers cultivate great teams, and together, they can transform everyday customer interactions into sales opportunities. Unfortunately, many retail employees, including store managers, often miss these opportunities by merely transacting with customers.
Consider this common scenario: A customer, having researched a product online, walks into a store and asks for a specific item. The team member retrieves the item and then asks, “Anything else today?” This question, while polite, is one of the least effective ways to increase sales. The customer, focused solely on the item they researched, typically says no and leaves the store. Later, they may realise they needed something else but it’s too late to return, leading to frustration for both the customer and the store, which missed out on an additional sale.
To avoid these missed opportunities, there are a few key practices that every store team should adopt:
1. Proactively Engage Customers: Too often, staff members are preoccupied with tasks or conversations, allowing customers to wander the store unassisted and possibly leave without making a purchase. Instead of asking passive questions like, “Are you happy browsing?” or “Do you need any help?”, staff should greet customers warmly and start a conversation. A simple, “What brings you in today?” can open the door to understanding the customer’s needs and build rapport.
2. Identify and Understand Customer Needs: Rather than simply fulfilling a customer’s request for a specific product, ask questions like, “What are you using it for?” or “How often do you intend to use it?” These questions can reveal the customer’s underlying needs, allowing staff to suggest higher-quality options or complementary products that the customer might not have considered.
3. Move Beyond “Anything Else Today?”: To increase sales, listen carefully to the customer’s intended use of the product and leverage your product knowledge to recommend additional items that would enhance their purchase. Every product has related items that can complete a solution, and these recommendations are where extra sales come from.
These techniques are simple but often overlooked. By focusing on proactive customer engagement, identifying needs, and offering relevant product recommendations, stores can significantly increase sales and leave customers feeling satisfied. This is how retailers can not only survive but thrive in a challenging market environment.
Roger Simpson – CEO, The Retail Solution and Author of “The Ultimate Retail Sales Experience” With over 35 years’ industry experience, Roger Simpson is recognized as Australia’s #1 Authority on customer ROI in the retail industry and as a global expert on staff coaching, customer service, and selling skills.
