Bob Phibbs, AKA the Retail Doc, shares 7 Ways to Get Better At Selling In Your Retail Store in the video below. In case you don’t know, Bob Phibbs was named “one of the top retail influencers of 2016. Phibbs is also an American Express merchant advisor, IBM retail futurist and RetailWire BrainTrust partner.” (Source)

Basically, he knows what he’s talking about.

Without further ado, we bring you 7 Ways to Get Better At Selling in Your Retail Store, with some of our own thoughts, of course.

1. Don’t act desperate.

From the Retail Doctor:

They should feel like you’re helping them—not that they’re helping you! No matter how much you want or need to make a sale, don’t approach a customer with dollar signs in your eyes. 

People hate feeling pressured at a store. Creating that type of an environment will be a strike against customers wanting to shop in retail stores. Be sure to be available to help, but not pushy.

2. Make a friend.

From the Retail Doctor:

Notice something the shopper is wearing or holding that you can make a positive remark about. Good examples would be jewelry, logos on their clothing, car keys, even their smartphone.

Customers will be more likely to trust you and value your advice on purchases if they feel that you have some sort of connection. You can make this connection by being friendly and complimenting them.

3. Sell them on value.

From the Retail Doctor:

Show an item’s unique features that give your unique customer a unique benefit.

It’s your job to know the products. You also need to know what features will help customers with unique needs so you can provide the solution they’re looking for.

4. Challenge their perceptions.

From the Retail Doctor:

If a guy tells you he is looking to buy a cheap garden hose because his never last long anyway, it is up to you to challenge his perceptions. To sell the $40 hose, you would have to ask, “Did you know water in a hose can boil which rips apart cheap hoses? Instead of always replacing them, buy this one with a triple reinforced and insulated lining that prevents bursts.”

Customers often have an idea of what they’re looking for before they head into a store. This can be to your benefit, and can sometimes also give you an opportunity to broaden the customer’s original view. Make yourself valuable by providing expert advice and giving the customer some good points to consider when choosing between products.

5. Be honest.

From the Retail Doctor:

Never overstate the value of a product and don’t gloss over its shortcomings. If you don’t know, don’t just shrug your shoulders, tell them you will find the answer right then from someone who knows.

We’ve talked about building a relationship with the customer. A big part of that is honesty. Customers will trust your opinion if you are honest and let them know when a product isn’t perfect, or at least isn’t perfect for them. They’ll then be more willing to trust you to guide them in which product is the perfect match for their needs.

6. Add-on, upsell or cross-sell.

From the Retail Doctor:

Always find a complimentary item to increase the sale once the customer has selected their main product. Think sheets for a bed, polish for shoes, belt for jeans, compost for a tree. As long as you’re honest and the item extends the customer’s use of the first product, suggestively selling items provide more value to the customer.

Don’t suggest additional products just because. That is obvious to spot and just annoys the customer. Do suggest products that they would benefit from.

7. Learn from your successes and mistakes.

From the Retail Doctor:

Unpack every interaction with a shopper. You want to understand why a shopper did or didn’t buy from you, what you might have done differently, or how you might have presented the merchandise better.

The reason experienced sales people are usually better salespeople is because they analyze the experiences they have. What did you do well? What did you learn? How will you improve in the future?

Related Article: How to Sell to the 4 Common Customer Types

What It All Boils Down To

These tips all guide you to build a great relationship with your customers and provide them with an excellent customer experience. This is crucial to the success of offline stores. Remember, while you do want to increase sales, your goal should be to provide customers with the best shopping experience that will cause them to trust you and want to come back again, and again.

About Author

Holly Wade

Holly Wade is a lover of words and marketing. She can’t read great writing without smiling, and she can’t watch a commercial without analyzing its success as marketing content. She gets a little carried away every time she goes to the library, and she always sides with using the Oxford comma. She’s loved writing for Rain Retail Software since she started in 2010 after graduating from Brigham Young University.

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