Every retailer dreams of improving sales results, but the pressure to do it is now higher than ever because traditional brick and mortar stores need to recover quickly once the COVID-19 pandemic is over. And it’s not going to be an easy task since your competitors will probably come up with a brand new strategy to win over customers once again.
The only way to deal with the situation properly is to master your sales plan and use cutting-edge business solutions. We prepared seven practical suggestions to help you amplify your retail sales. Let’s take a look!
1. Revisit Your Buyer Persona
Understanding how your typical customer thinks and behaves is the foundation of retail business. If you haven’t thought about your buyer persona for a while, you should rethink the whole concept and learn how it may have changed over time.
Here’s what you need to figure out:
- Style and interests: Do you know what your buyers love and enjoy?
- Income level: How much they can afford to spend?
- Education: How do you approach customers and talk to them?
These and many other details are incredibly important if you want to train your staff properly. To put it simply, understanding the buyer persona allows you to improve every aspect of the business from customer experience to cross-sales.
2. Train Your Staff
According to a report quoted by Cisco, 50% of customers believe that the level of service they receive in-store is dropping. Because this is a serious issue that can drastically deteriorate your sales achievements, it’s necessary to train your staff in a way that suits the profile of your average client.
Generally speaking, there are a lot of rules and sales techniques that apply to almost every retail business in the world. Apart from focusing on the peculiarities of your buyers, you ought to train your staff to be:
- Knowledgeable: Understand customers’ expectations and learn everything there is to know about the products.
- Polite: Sales reps have to be polite, friendly, and ready to help visitors at all times.
- Available: Instead of focusing on tasks like housekeeping, they must embrace a customer-first mindset.
3. Set the Appropriate Sales Objectives
Retail businesses that don’t set the right goals will struggle with sales results more often than not. The purpose of your sales plan is to set challenging but not impossible goals. Do your best to set highly specific KPIs per employee and encourage your workforce to become more productive in the long run.
4. Turn Sales Associates into Shopping Buddies
Let us be clear about one thing – no one likes intrusive sales associates who ask too many questions. On the contrary, buyers love salespersons who are always available but very discrete.
This is exactly why you should teach employees to behave like shopping buddies. Why? The answer is simple – instead of confronting customers and standing directly in front of them, sales agents should stand a little on the side of the visitor and provide help with all due attention and delicacy.
The point is to create a more comfortable environment and send your customers a message: “We are in this together and let’s see what we can do now.”
5. Keep the Visuals Fresh and Updated
Retail businesses already recognize the importance of in-store visuals, but we must tell you to keep them fresh and up to date 365 days a year. If you want to boost sales, you have to remain relevant and trendy. How can you do it?
Keep the store fresh by following the latest events, holidays, seasons, and social themes. Let the visuals reflect the existing interests of your shoppers and make sure to celebrate special occasions.
For instance, you should always put tailored displays to announce promotions and sales initiatives. You may want to promote major events such as Mother’s Day, New Year, Super Bowl, and or other happenings that are most relevant to your shoppers.
6. Pay Attention to Corporate Social Responsibility
Do you know that 55% of consumers are willing to pay extra for products or services from companies that have dedicated social impact plans? The power of corporate social responsibility is immense, so you absolutely need to engage and prove that you care for major social topics. It’s easy to show your dedication through:
- Donations to charity organizations or events
- Sponsoring local teams or projects
- Participating in nearby events that promote a good cause
- Staying transparent and paying attention to the origin of your products
A bonus tip is to support important social causes through your online activities, including social media posts, blog articles, live stream videos, and so on.
7. Optimize for Local SEO
If customers search for something local, more than 70% of them will visit the store within five miles of where they are. It’s a clear sign that physical stores need to invest in local search engine optimization in an attempt to attract nearby shoppers.
The tactic is fairly simple as all you need to do is to set up an account on Google My Business. The platform will ask you to enter business-related details such as the address, emails, phone numbers, and store images. Once you’ve done with it, shoppers who search for nearby retailers online will see your store among local entries.
The Bottom Line
Only the most agile companies can successfully recover their businesses in the post-coronavirus era. By revisiting your sales strategy and embracing effective tactics, you will win over your target consumers. We showed you seven practical ways to do it, so do your best to use these tips and improve sales for your retail business.
This is a guest post from Leon Collier.