Every retailer aims to boost sales, often investing in expensive advertising to attract new customers. However, the untapped goldmine for increasing sales lies right within your store – your existing customers. Building on the trust and rapport you’ve cultivated, selling to existing customers is proven to be significantly easier.
Statistics reveal the stark contrast:
• Probability of selling to a new customer: 5 – 20%
• Probability of selling to an existing customer: 60 – 70%
(Marketing Metrics via Help Scout)
To capitalise on this opportunity, it is vital to prioritise exceptional customer service. A pivotal factor in driving sales, it ensures customers not only make the intended purchase but potentially explore additional items.
Here are four actionable strategies to enhance sales:
1. Prioritise Exceptional Service: Shift the focus from transactions to creating an experience. Customers are more likely to make additional purchases if the service is outstanding.
2. Loyalty Card Program: Enrol customers in loyalty programs, as they tend to spend more than non-loyalty cardholders. Cultivate a sense of belonging and reward to foster repeat business.
3. Effective Communication: Share promotions, new products, and product pairings subtly, avoiding overused lines. Create awareness without being pushy, ensuring customers are informed about available options.
4. Strategic Store Layout: Optimise store layout to facilitate easy access to complementary products. Train staff to prompt customers for additional items seamlessly, making it convenient for them to explore and buy more.
Remember, welcoming customers through the front door is futile if the back door is wide open. Invest in retaining customers by delivering exceptional service, leveraging loyalty programs, effective communication, and strategic store layout. Elevate the overall shopping experience to transform occasional buyers into loyal customers.
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.
