Imagine walking into a resale store you see the sales associates look up at you make eye contact and look down then go back to what they were doing before you walked in. Something shiny catches your eye on the sale table. The sale sign is confusing so you look for help. You need help figuring out which items the discounts apply to as well as the features of the merchandise that you might buy.
A sales person standing a few feet away avoids eye contact but you walk over anyway to ask a question. You explain that the sign says buy one get 20% off one. Due to the way the merchandise is arranged on the table, it’s not clear which items on the table are the ones on sale.
The sales person walks over to the sale table, looks at the merchandise and the sign. Puzzled, the associate then turns to find another sales person who does not know which items are on sale either. At that point you are annoyed you look at your watch and decide to leave the store. Though the store has some interesting merchandise you decide not to buy anything from the store. You make a mental note not to come back to that store again. Sound far fetched? Read what a resale customer wrote about their shopping experience. The quote below is an example of a lack of a systemic approach to customers. The review was written about a local resale store on a online Yellow Pages website:
“I read other reviews about this shoppe, [sic] and I agree 101%. The owner/employees are very “snooty” and the store is VERY TIGHT!!! Barely any room to browse!! I do not recommend it to anyone as I was NOT happy with my first impression with the staff ~ They like to “JUDGE BOOKS BY THEIR COVERS”~ The owner sized me up and then had the nerve to ask me if I was interested in consigning my Louis Vuitton purse that I was carrying. for a 50/50 payout…UM, NOT!!! Lets just say, they are NOT my type of consignment store!! I won’t rush back any time soon!!”
Ouch. There were two other similar reviews on the same page. The owner or manager had not refuted any of the negative reviews on the site. Of course every story has three sides yours, mine and the truth. But remember your customers decide what the truth is about your store. They buy or don’t buy what you have for sale. Customers create your profit. If they are not happy with your service or they feel disrespected or ignored and walk out of the store, not only do you lose business on that day but you could lose the business of everyone they talk to or who read their bad online review. You can’t please everyone you can employ effective customer engagement procedures that your sales staff follows each time a shopper enters your store.
Whether your staff ignores your customers, doesn’t know the pricing or treats the customers rudely the results can be the same. Low or missed sales or lost customers; how long would it be before you would have to close your doors?
Set a good example of customer service using the customer engagement procedures. Make following your customer engagement procedures a condition of employment. Have a contest which rewards the staff member that gives the best customer service. During the contest and beyond monitor employees’ customer service making sure they follow this 8 step Sales Cycle:
Customer Engagement Procedures
Sales Cycle
Step 1. Approach the customer.
Step 2. Smile and greet
Say, “Hello, we are happy you chose to stop in _______________ today.”
Step 3. Establish rapport
Ask, “How are you today?” Wait for a reply.
Step 4. Discovery
Ask, “Is this your first time visiting with us?” (Unless you recognize the shopper is a regular shopper.)
If yes say, “May I show you where the merchandise is located in the store? We have a large selection of _____________________ may I direct you to them? If yes, show them the selection.
If the shopper states that “I’m just looking.” Say “I’ll be right over here, I’ll check back in shortly to see if you have any questions.
Step 5. Make presentation
Check back to show them to the merchandise pointing out the features and benefits. Go to Step 6
Step 6. Handle objections
If customer says it’s too expensive, find out what they mean.
Is the customer saying they can’t afford to spend that much or are they questioning the value for the price?
If they say they mean they can’t afford it let them know about the payment options.
If they say they mean they don’t see value for price explain the features’ benefit to them.
Step 7. Gain agreement
If they say they will buy it go to Step 8.
If they say they don’t want to buy it go back to Step 5. If they decide not to buy, smile ask if they would like to be on the contact list so that they can get information about future sales and new merchandise. Go to Step 8 to the No Sale section.
Step 8. Close the sale
Sale
Transact the sale.
Receive payment give customer the merchandise or schedule the merchandise delivery.
Ask to put the shopper on your contact list to inform the shopper of merchandise that they might like and store events.
If yes, take the information. Tell them that “I am delighted to have helped you today.” Is there anything else that I could assist you with?”
If not give them a card with the store’s contact information or the latest promotional piece. As they leave say “Thank you for shopping with us today. We hope to see you again soon,”
If no sale.
Ask to put the shopper on your contact list to inform the shopper of merchandise that they might like and store events.
If yes, take the information. Tell them that “I am delighted to have helped you today.” Is there anything else that I could assist you with?”
If not give them a card with the store’s contact information or the latest promotional piece. As they leave say “Thank you for coming today. We hope to see you again soon,”
Adjust your script to suit your store’s circumstances. Break the sales cycle down into easy to explain easy to follow steps. Have sale associates practice what to say, tell them why it is important and how the step contributes to store’s bottom line. Explain how the sales cycle contributes to customer satisfaction and a great customer experience.
Sales people, who follow the sales cycle, provide professional conversational sales service to your customers. They have an opportunity to share their knowledge of your merchandise with customers. During the sales cycle they are more likely to sell related items for higher average unit sales. In addition, they close more sales and attract more return customers as well as referrals. In turn, employees get larger paychecks because increased sales produce bigger commissions and you get more profits through higher sales. Following the sales cycle provides a win-win situation for everyone.
The goals of the owner or manager should be to delight the buyer during their visit to the store, sell products and get return customers. The sales cycle encompasses the main opportunity to interact with shoppers. Train, monitor and verify staff interaction with your customers because their actions can make or break your resale consignment business.