Before I get to those, I would like to ensure that you understand that while everybody believes increasing sales and attracting new business comes from advertising, that is just part of the solution.
Why? Because your marketing actually just gets them to the doorway, the best way to really convert those new shoppers to buyers on your brick and mortar location is all that matters.
And that is where so many retailers drop down. Hard…
They fall back on the experience a customer has in their retail shop.
Marketing brings customers to the door; those five retail selling mistakes send them out empty-handed:
1. Clustering Behind the Counter
The worker expects that their supervisor will perceive them as ready, willing, and able to help another client that passes through the doorway, while the worker actually just wants to kill a while gabbing with his work buddies. Those workers who instigate clustering not only offer terrible customer service which leads to low conversion rates of their own but also spoil the conversion rates of the team and really, the entire store.
2. Leaving Customers Alone to Browse
The worker tells their manager that clients don’t want to be bothered until they’re ready. How would they know if the client hasn’t even been greeted? To the contrary, most clients appreciate some direction and, once greeted, are more inclined to engage with a salesperson afterwards in their shopping.
If you do not have a selling process for your shop, customers probably would like to be left alone since the worker is merely a body with no personality. Or your employees use the excuse, I need to be left alone when I store . Leaving customers alone could be the losers limp causing one to think your shop needs still another sale or voucher. Nothing could be farther from the truth.
3. Assuming the Client Can Not Afford It
Veteran salespeople in addition to new ones make this error but veterans have the good sense to never let it become a habit. Judging a book by its cover can cost you. Imagine if Mark Zuckerberg walked into your shop in his signature flip-flops, hoodie, and jeans, who on your team could think he could be apparently down on his luck? Yet in fact he has the wherewithal to purchase your whole store. Retail sales coaching is the place to deal with this pesky tendency in retail.
4. Running into the Counter Before the Client
This tactic is just another symptom of a sales associate who’d rather do something, that is, anything, as opposed to engaging a customer. Walking with a client to the counter is the best time to upsell and shouldn’t be rushed.
5. Not Inviting the Client to Return
First impressions do count but the last impression is the one which customers remember. Retail salespeople must thank the client for their business and invite them to return. A superior manager will set a fantastic example to reinforce this behavior by spending some time thanking customers – particularly during the busiest portion of the day.
The Way to Locate Power In Being A Brick and Mortar Retail Store
Yes, it’s been a year of chaos, but the pandemic at the U.S. is receding.
That still does not mean that you can go back to what you did before… especially if it was not working.
In certain ways, the pandemic was a gift.
It forced businesses to evolve their operations, upgrade their sites, payment capabilities, and much more.
All of us cope with a world spinning out of control by controlling our own surroundings as much as we can.
Our assortment of followers, the images we curate to show we are having an excellent time, and the folks we text are filtered versions of ourselves.
We like to think we do not need anybody. We are self-sufficient and smart. I can do it better and myself.
A lot of us, when dealing with the pressures of daily life, turn to our smart phones to make us feel we’re loved.
Research indicates the chemical dopamine that is released when we receive a text on a smartphone gives us exactly the exact same feeling as drinking or gambling.
Our focus on getting ahead and staying present means staying connected to social networking platforms.
In spite of many followers, some individuals can not rely upon their friends because they know their friends will blow them off if something better comes along.
This has left many employees in addition to shoppers adrift with the illusion of relationship.
The trouble is that we are growing more hooked on that dopamine rush of a text message or a thumbs up.
That is why we do more and more of it – we are all addicted.
So of course technology is telling retailers to go where shoppers have had to spend more of the time due to the pandemic – to their own phones.
Yet those smartphones can not deliver the human connection that shoppers crave. With lockdowns abating around the world, it’s that human link that brick and mortar retailers can use to fight online retailers and add significance for many shoppers.
During your retail sales training and customer support, your way of handling shoppers shows your devotion to the human-ness of creating a connection. It might not change the world, but it just might make someone’s life better, even if only for a couple of minutes. And that is enough to make them want to make a purchase from you.
In those few minutes on your shop, someone spoke to them, engaged them, and they bought something to make their lives more convenient or purposeful.
Not only did they walk away with something concrete just for them, but they also left with a sense which makes them want to return shortly. . .to have the identical exceptional buying experience.
I know there are people who tout a forthcoming world devoid of physical stores, partners, and malls. Their bleak future is full of a different pair of gloves and eyeglasses to allow you to immerse yourself in a digital world while still inside your own house.
A virtual world where nearly everything is fake, from the help you get through Artificial Intelligence (AI) into the 3D printed goods delivered from autonomous vehicles.
A world where brand recommendations have less value than Siri or Alexa.
An always-connected world through our clothes, our automobiles, as well as our bodies.
But that flies in the face of a fundamental requirement of shoppers: human connection.
Research affirms that human link lies at the core of human well-being. Knowing you are valued and a leading member of society from another man or woman is incredibly reaffirming.
A post in the NYT concludes,”It is up to all people — physicians, patients, communities and neighborhoods — to keep bonds where they are fading, and make ones where they have not existed.”
But those connections take some time. And every interaction we’ve got in public either affirms or denies our personal price.
Now that masks are optional to non-existent, we must double back on our social skills.
That is why brick and mortar shops are so important to our emotional health right now…
When we go shopping, beyond an unconscious desire to connect with another human being, we are also searching for someone to eliminate frustration from our own lives.
We’re searching for somebody to take over responsibility for a problem, a product, or a service we want and fix It.
We like to feel we’re in good hands.
That is why people nevertheless visit physical retail stores.
And will for the foreseeable future…
Retail sales assembles one individual at a time. Do it right and you form a connection that lasts with your customer.
Do it wrong and you miss your chance.
Shoppers are searching for someone to be accountable for their happiness when they push to your store. Welcome that challenge!
Three Tips Ways to Create Your Own Brick and Mortar Store Stronger:
1. Constantly be looking at your store traffic stream. Where do shoppers go from the minute they walk in, until the moment they walk out? Do they turn about 10 feet in later giving your shop a once-over? It is probably because you unconsciously made a barrier. Where would be your most profitable things located? The fact is you can move just about any shop around – yes, even the fittings – if you are committed to continuously making your environment more exciting and in tune with your shoppers. Recall physical retail is present to answer a shopper’s one question,”What is new?” Ensure that your shop – particularly after the pandemic looks and smells fresh.
2. Always be updating your sales staff. Are you afraid to fire longtime employees whom you hired to participate but can not sell? How do you re-engage them to know that the party’s in the aisles, not behind the counter? What further training would be you giving them on how to market in the middle of an always-on consumer? What procedures should be in place for how you want a client to get an exceptional experience? How are you measuring it against these criteria? When you’re slammed with revenge-pandemic shoppers, it’s easy to tell yourself you do not need to think about those things. Until one day, you are not and you are struggling.
3. Have fun with your advertising. As soon as your marketing includes humor and can position you as the angel into a competitor’s devil, it gives your brand a character. I did this with one of my first customers, read about this advertising success story.
Consider ways to make jokes about online retailers delivering something late, something the wrong dimensions, and with the annoyance of boxing up yields versus your well-appointed fitting rooms where if a customer does not like it, you place it back to them, your screens with things they can touch, feel and use – you get the point.
Great relationships, like eating well and getting enough exercise, are not only a matter of luck.
Expecting employees to magically create rewarding interactions with no selling process on your sales floor is delusional.
Managers share the blame for not producing a excellent customer satisfaction experience since they’re often focused on jobs and rarely steer workers to the important aim of developing their rapport-building abilities.
You want to provide associates the abilities to forge deeper ties to individuals than tapping on a heart emoji on Instagram.
They probably don’t have the soft skills you do however if you don’t train them, they will be stuck unable to converse with strangers.
Because of this, we as a civilization lose too.
These spokes of relationship create a community between two strangers, then inside your whole company, and on to your whole community.
Employees need to be educated if they are to claim the mantle of having a vibrant business culture they must create it.
Look, shoppers are shopping at a rate not seen since the mid-2000s, but you’ve got to be brilliant on the basics.
Yes, online shopping will continue to improve and there’ll be all sorts of distractions such as AI and Virtual Reality technologies which will continue to create brick and mortar retailers feel as though they are as antiquated as the doily your good aunt places under her mint tea pitcher in the summer — quaint but immaterial .
And while many shops have not changed much since the mid- 2000’s, physical shops can still be incredibly relevant – if you possess the potency of your physical location and do not give into crying the blues with a desperation that seeps into your email, advertising, and new hire.
Do not just take my word for it…
Katia Beauchamp, CEO of Birchbox, predicted that customers will increasingly visit shops to get curated encounters from store representatives. For brands to meet this requirement, they must have well-trained staff who understand products inside and outside and can provide personalized advice. According to Fast Business ,”In Beauchamp’s view, the one thing the internet doesn’t supply human contact.”
That is from an internet retailer who sees the massive staying power and opportunity in retail shops.
When you have your power to entice and convert shoppers, you find new ways to do more to bridge offline and online by taking a look at your clients’ frustrations.
I am always shocked at the amount of pet shops bemoaning how they shed dog food sales to internet retailers. They don’t appear to see that their clients don’t need to lug home a 30-pound bag every few weeks.
If they possessed the role that their physical shop might function as community’s source for pet food, then when pet owners came in to search for something bigger, they could build on that opportunity and put up an auto-ship of pet food… and substitute the online retailer.
To own the fact you’re a physical store, lead with your strengths. Here’s how to begin:
- Give curated variety so shopping does not feel like work.
- Offer immediate satisfaction so clients do not need to await its arrival.
- Provide a personal touch so that they get what’s suitable for them, not just what is on sale.
- Contain displays that show how apparently unrelated things work together.
- Remove frustrations from shoppers’ lives in an individual way online and chatbots just can not…
Build your own list to genuinely see all you offer your online competitors don’t.
Then you will need to make a commitment to both training and a successful retraining campaign on your shops, so you don’t become a victim by dismissing what is your main strength, your physical store in which folks make connections.
What type of retail world do you wish to make, and what might your role in it function as pandemic subsides?
It is time for brick and mortar retail stores to own up that they have what clients want after we have survived through the pandemic.
From this place of power, they can find new ways to make an exceptional experience as opposed to a warehouse of material.