Beauty Store Business

AUG 2013

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satisfy customer needs. And hereÕs a bonus tip: To show how your suggestions revolve around your desire to better meet customer needs, paint a picture of the customer using the item: Tell stories of how the customer will get more out of the purchase of the better-quality product. CROSS-SELLING Moving the customer toward higherpriced merchandise is one sales driver. Another is suggesting related add-on items that enhance the first itemÕs value. ThatÕs called Òcross-selling.Ó An item you suggest in cross-selling should make it easier for the customer to enjoy the first product selected. ÒThe additional item should make the first one more fun or efficient for the customer,Ó says Bob Phibbs (retaildoc.com), a retail consultant based in Coxsackie, New York. You can promote related items with a statement such as this: ÒOne thing most people often get is a [related item] since it helps them [describe the activity].Ó This emphasizes the benefit of the add-on item, and it implies a third-party endorsement that you lack if you simply say ÒI suggest you also buy [the related item].Ó You can also introduce the related item couched in service terms such as ÒHow about saving yourself a trip back in a couple of weeks? Would it be convenient to purchase [related item]?Ó Promote the add-on by asking questions about how the customer will be using the first item; then show how the additional item will make the experience better. Remember though, that the best add-on item practically sells itself: Its benefit will be obvious in its description. Become skilled at upselling and cross-selling and customers will view your store as an exclusive source for their needs. Says Phibbs: ÒMake your store a one-stop shop so the customer does not have to look at a competitor.Ó Far from being upset that they purchase 60 August 2013 | beautystorebusiness.com more than anticipated, customers will thank you for suggesting solutions that would obviate multiple shopping trips. Always remember that customers, even if they donÕt realize it, are really looking for salespeople to guide them. HereÕs a bonus tip: At the conclusion of your engagement with the customer donÕt just ask ÒAnything else?Ó Instead, ask ÒWhat else is on your list?Ó Very often the customer will pause and say ÒIÕm sure you donÕt have this, but maybe you do.Ó This will often open the door to another sale. TRAIN YOUR STAFF You probably know that salesmanship doesnÕt come naturally to many people. Just think of your frustrating experiences shopping at other stores. So the question arises: How can you train your own staff to upsell and cross-sell? Start with an understanding: Many salespeople will resist upselling because they think it is too Òpushy.Ó You must explain that you are not asking them to ÒmakeÓ the customer buy something. Instead, you are asking them to help customers get Òmore bang for the buckÓ spent on merchandise and services. Customers, in turn, will be pleased with the greater value received. Train your employees in communication skills that engage customers in ways that inspire them to purchase more merchandise from your store. Some of these skills are described in the earlier sections of this article. ÒGreat sales training is not a matter of teaching fancy techniques for closing a sale,Ó says John Tschohl, director of the Service Quality Institute (customer-service.com) in Minneapolis. ÒInstead, itÕs teaching basic customerservice skills which, taken together, can drastically increase sales.Ó Practicing these skills is often easier said than done. ÒThe hardest things for people to execute are the fundamentals,Ó says Tschohl. ÒSalespeople need to smile, address

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