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By Tony DeMasi, editor
ou pay them, but are you getting your money’s worth? I’m talking
about your sales staff. Are their selling techniques stagnant? If
someone has been “in stationery” for example for a few years, is it
time for that person to move to another department, or location?
Sameness causes boredom. It’s possible that your sales staff is bored and costing
you business without you or they even knowing it.
Too often I go into a gift store to make a purchase and the salesperson or
clerk will say without giving it an ounce of sincerity, “Did you find everything
you were looking for?” I just mumble a “yes,” and let it go at that, and then
I often think to myself, “I’m glad that person does not work for me.” Instead
of asking the customer, “Did you find…?” the salesperson should/could
make a comment and a suggestion, such as “That whatever is very popular,
did you see the matching whatever to go with it?” That’s selling!
I was very impressed by a cashier during a recent transaction at a national
drug store. I went to the counter to make the purchase and she pointed out
to me that if I bought two of the items, the second would be half price. It was
an advertised special that I overlooked. She impressed me and sold another
item. To me, that’s selling.
Now ask yourself and answer it honestly, would your sales staff be so efficient
and interested in (A) the customer, or (B) the store? If not, it’s entirely
up to you to change things around.
If your sales staff has become stagnant due to being in the sale department
or location too long, it’s up to you to change that, too. It costs nothing to
relocate a salesperson within the store… or change that person’s hours. You’ll
never get new results following the “same old” rule of business.
Is your staff’s time distributed when it will do the most good? I recently
came across a store that posted hours of 9:30 a.m. to 4:30 p.m. Monday
through Saturday. At first I thought I was in a time warp from the 1950s. No
evening hours? I gently inquired about the hours and the manager told me
that because the store is in a business center, those hours worked best… when
the store was opened later traffic was nil. She’s even thinking about closing
on Saturday! On the other hand, she makes sure the entire staff is on the
floor during the 11:30 a.m. to 2:30 p.m. time period because that’s when
business is at its best. Her basic operation is to (A) making sure everything
is in stock, (B) that all the salespeople are on the floor during those hours.
Many studies have shown that customers are often more pressed for time
than money. They want quick service over saving a few dollars. Customers on
their lunch breaks are especially susceptible to time crunches.
Now look at your store’s and staff’s hours. Are they the most convenient
for customers? Being open early or late may in the long run be a waste of your
staff’s time and money. Don’t be afraid to change. Give your salespeople and
yourself goals. Change can be good.
Speaking of changing, it’s showtime again. You’ll see many changes in the
shows you usually attend, new products, new categories, new special events,
etc. You might also want to change some of the shows you shop. Try some
smaller shows if you only attend the “majors,” and
do the reverse if you only shop the “regional” shows.
If you feel your current travels meet your needs, then
at least change some vendors with whom you visit.
Often you can do all your business with the usual
vendors before or after a show during a store visit,
over the phone, etc. Take advantage of the vast array
of products and vendors the shows offer. Trade
shows should be shopping and learning adventures,
not reunions.
Many vendors will offer show specials. Take
advantage of those, too. You can save a lot of money
by just placing an order at a show.
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