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The Sales Floor Leader
During the holidays you can expect to see heavier traffic volume in your store. This requires a different approach on the sales floor. Often, during these busier times, customers outnumber associates. While it is a wonderful problem to have, there are certain things you must do to make sure that you take full advantage of it; make order out of the chaos and reap the rewards in terms of conversion and sales.
Without direction, associates can get caught up in the whirlwind of activity with the resulting conversion and sales being less than what they could be. This would be a natural occurrence and not because your associates are doing something wrong. What they need is continuous guidance, direction and coaching on the sales floor. With proper sales floor leadership in place, your customers will enjoy shopping in an environment where everything is well managed because they can get in and out fast, with their holiday shopping taken care of. They’ll enjoy being served by competent, happy associates and getting their questions answered quickly. And for those customers who do not wish to take care of their shopping quickly; the ones who enjoy spending time choosing just the right item, your associates will be there for them too – providing exactly what they need. Appointing a Sales Floor Leader is a must.
The store manager, management person in charge, or other designated management personnel must be free to perform the function of Sales Floor Leader during busy times. The sole purpose of this function is to make sure all associates are free to do their jobs – sales associates, cashiers, runners, greeters, etc. This means being aware of everything that is going on in the store and removing obstacles to performance, preferably before they become obstacles.
Here are some guidelines for the Sales Floor Leader:
a) call a bagger to help out
b) call another cashier to the desk
c) have a runner go for supplies
d) spend a moment chatting with customers who are waiting -
Converting shoppers into buying customers is much easier when the Sales Floor Leader is on the job – removing obstacles and directing virtually everything. There will be fewer customers who leave without buying something because you have made sure that they were greeted and welcomed into the store, that someone attended to them, that all products/models/styles/sizes that you have available are actually on the sales floor, that the environment is clean and safe, that associates are pleasant and calm, that the checkout lineup is under control.
Basically, you have provided a great shopping experience in an otherwise hectic and chaotic time.
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The Sales Floor Leader