It’s your time to ROCK!


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The discounters, chains, and department stores have Black Friday weekend. Online retailers have Cyber Monday and just had Free Shipping Day.

But this is your time. The last week before Christmas belongs to the specialty retailers. Yes, you’re open Black Friday weekend, and you might even participate in those other days, but now is when you kick it. It’s time to ROCK!

Of course, how well your team does over the next 7 shopping days depends on you. The buyers will be out. Sometimes all at once and sometimes not enough, but they’ll be there, in search of the right gift and a memorable (in a good way!) shopping experience.

Here are the three important things to do in the next week.

1. Treat every customer who walks in to your store as if they already have their credit card in hand. Everyone needs to assume the customer is coming in to make a purchase. There’s no such thing as a “Looker” this week. Encourage your team to avoid clerking the sale, and keep showing and recommending products until the customer says stop.

2. Make it a great experience for every customer. There are three key points of engagement that you have to nail this week in order to deliver a great experience.

i. You can’t fall short on greeting the customer. This is especially important when the store is slammed. Otherwise customers will walk in, see the chaos, then turn around and head for the hills. Or at least to another store.

Consider having a greeter during peak times. At first you might think you can’t afford to not having everyone selling, but when it’s crazy you actually can’t afford to not have someone at the door.

ii. Make the checkout process as fast, upbeat and enjoyable as possible. When people are ready to pay, it also means they are ready to leave. The faster you move the customer through the better. I would also avoid doing any add-ons at the register. You risk upsetting other customers in line.

iii. Sell at the pace the customer sets. Entertain those customers who want to stay and shop for a while, but also know that many customers want to get in and get out. You have to look to your customer for clues as to which pace they want.

3. WOW your team. This is when great store leaders take their staff to the next level. Inspire them. Motivate them. Make working this week as great an experience as possible.

Some things you can do include:

* Order in lunch and dinner. That food court is crazy this weekend, and your staff will appreciate the few extra minutes of peace and quiet. This one pays for itself.

* Make people take breaks. Sanity is very important to selling and delivering a great experience.

* Have prizes and drawings.

* Follow these directions: Praise. Recognize. Repeat.

* Keep your spirits extra high. It doesn’t matter if you’re having fun or not… but you need to act like you’re having the best day ever. So instead of faking it, you might as well just plan on having the best day ever for real.

So let me ask, are you and your team ready to ROCK? It’s your time… make the most of it!

Republished with author's permission from original post.

Doug Fleener
As the former director of retail for Bose Corporation and an independent retailer himself, Doug has the unique experience and ability to help companies of all sizes. Doug is a retail and customer experience consultant, keynote speaker and a recognized expert worldwide.


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