by Jed McCall
http://www.how2retail.co.uk
©
2009
The biggest slice of business productivity is attributed
to people. Focus on people, both employees and customers. You will gain a huge
business advantage over your competitors, who are busy with details and projects.
No matter how important these details and projects are, they will certainly not
have the same impact on your business as your people.
Naturally
you have many tasks and plans that you have to deal with, possibly there is only
you to handle these, no matter what, you cannot afford to ignore or neglect your
in-store operations. Get this area working well and effectively - your success
is almost a given.
As a business owner or retail manager,
it is vital that you understand what your staff and management need to know and
action to ensure your business success. These people are your 'front line', how
well they do determines how successful you and your business will be. This gives
your employees a huge amount of power, it is your responsibility to ensure that
this power affects you and your business interests effectively and profitably.
Most
retailers employ staff, provide some basic training, just enough to manage the
basic job role and that is it.
You can do this:
OR
You
can employ only those people who you have identified as having a better than average
chance of success. Train them to be operationally competent with sales knowledge
of your products and services. It is important to give them a sense of ownership
and accountability in the job role. Your expectations of them, need to be clear
understandable and agreed.
Provide the motivation to flourish
and do well. Remember to provide reward for achievement of budgets, targets and
goals. coach them well and encourage them to be the very best that they can be.
The
second way is preferable and not rocket science to put into practice. Why do some
many retailers struggle to get things right? It's simple really, they don't know
how to. It is not enough to have a marvellous product or service at a great price.
If you want your retail business to grow and prosper you need to ensure that your
customers experiences are always of the best. Which will prove to be the most
successful method to make sure they buy from you.
Work on
giving a great in-store experience to your customers. A truly great in-store experience
requires every individual who works in your business, not just your front line
staff, to have a strong understanding of your vision in creating the ultimate
customer experience. They must buy into your vision one hundred percent.
Finally
- Ten little tips your staff need to avoid, these are the most common:
-
Failing to acknowledge the customer, with a simple greeting and a smile, if appropriate
pass the time of day this creates a more relaxed frame of mind for the consumer.
-
Find out what the customer requires, do not assume.
- Being to
involved in their agenda and not the customers.
- Not allowing
the customer to voice their requests, too impatient or disinterested.
-
A confusion between telling and selling. Not listening or hearing what is being
said by the customer.
- Not being aware of the current promotions,
any special offers or indeed regular pricing information.
- Selling
at top speed and trying to hurry the customer through the transaction.
-
Lacking the ability to respond to objections about the product/service, Know this
and take the shortest route to successful customer purchase.
-
Ignore the 'add-on' sale directly after purchase, this is the prime time, the
customer is ready.
- Insufficient knowledge of the store/company/product/service,
this information will allow staff to build a picture of additional value in the
customers mind.
Good Luck
