Twelve on the 12th to be up 12% or more


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Happy 12-12-12. One thing I know: We won’t see another day with three matching numbers in the date for another 84 years. Something else I know: The impact the following twelve actions will have on your holiday business.

1. Be absolutely sure your team knows how to engage and sell to multiple customers. I know I’ve been beating this drum for a while, but there’s a huge difference between talking about the need to do it and the ability to do it well. Investing in a few minutes of practice and role-play this week will pay big dividends next week.

2. Always give customers an opportunity to purchase something for themselves as well as for the people on their list. Some stores like to put signs on the register (or even on the sales floor) that say, “Who, who, and you.”

3. Coach more, not less, over the next 12 days. This is when the return on your investment in coaching pays off the most. It takes less than a minute, maybe two at the most.

4. Keep your team focused on an ADS goal. It’s beneficial when every staff member is shooting for, say, a sale of $150 or more rather than just making sales.

5. As traffic increases, increase the amount of praise and recognition you give your staff. That’s the best antidote to staff stress there is.

6. As the traffic increases, acknowledging customers when they enter the store becomes even more important. Customers can excuse you for not being able to help everyone when you’re slammed, but they won’t excuse you for ignoring them.

7. Don’t ask your customer how much he/she wants to spend. Ask for whom the gift is intended, and then sell down using the butcher rule. Price takes care of themselves if you focus on the value of the product and the joy it will bring.

8. Speaking of value, never forget that the shopping experience itself is a key part of the value. Studies show that when you make the shopping experience special and memorable, customers will happily pay more. I believe that price gap is even higher during the holidays.

9. Schedule the most productive associates at the most productive time. Your best associates can sell 12% or more.

10. Open those doors early if you have customers waiting outside. As simple as it is, very few retailers do it.

11. Don’t stop the sale. I’m sure I’m going to tell you this again, but it’s vital to let the customer say she’s done shopping. Don’t say, “Will there be anything else?” Instead say, “Now who else do you need a gift for? or “I have the perfect item to go with that.”

12. There’s still time to do one or two small events for any VIPs who haven’t made it in yet. A little goodie bag, some snacks, some extra attention… and some extra business!

13. Always try to go above and beyond for your customers. That extra attention and making the customer (or her/his family and friends) feel special might payoff today, and will definitely pay dividends in the future.

So let me ask, which of these actions will you apply to drive your business up 12% or more?

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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