the activities you can measure; remember the adage “if it can not be measured,
it can not be managed.”
Every day put
some time aside (commuting time would be ideal) to think about ways and means
regarding how to make your people more productive.
Take the best
practices of the top sales associates and put them in place for everybody; the
best demo, the best objection-handler, the best closer, and transfer those best
practices to the whole sales team. Have the owners of these best practices train
the others to do the same. You’ll find your 10% + sales increase just from this.
performance is a function of sales skills + people skills + product knowledge +
knowledge of the store environment (like knowing the inventory, being able to
process customer inquiries and questions with speed and efficiency, etc.).
customers are constantly changing. Change is the only constant. What made you
successful last year, may not work this year – you must constantly reevaluate
your effectiveness. Stay ahead of the curve in terms of what’s happening in the
retail world, particularly in your niche.
Retail Sales is
a marathon, not a sprint… but you still have to keep your eyes on the first
position and want to get up every morning on the run.
procrastinate if there is a decision to be made – make it. Get the facts and
then make the decision. Ultimately a quick decision-maker will be ten decisions
ahead of a slow decision-maker and that’s a competitive advantage.
pay attention to what the boss/head office pays attention to. Make sure you are
in tune with business objectives/tactics and that you clearly understand them.
If in doubt, this is a great conversation to have with your supervisor.
customers; learn to read between the lines. Do not assume you know what they are
talking about, or complaining about. Look for quick solutions to customer
issues. Make this a culture in the store(s).
Look at and
examine your whole sales process. What is not working or can be improved
drastically? Where can you increase the productivity/efficiency/effectiveness?
are inundated with too many things to do (which is almost always) prioritize.
What are the three things that provide the most leverage (most important for
your sales performance), then forget to-do’s 4-10 because you’ll never get to
them and they are not worth it.
Don’t be afraid
to ask the tough questions to customers or associates because you may not like
the answer. Develop an inquisitive mind. You want to know why customers are or
are not buying, why a certain process or promotion in the store is not working. Remember that
retail business is not a popularity contest. Get to the bottom of all issues
affecting your sales performance.
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