Palmer Retail Solutions Blog

7 Retail Sales Tips You Should Ignore

Posted by Kathy Heil on Apr 8, 2016 6:02:50 PM

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Anyone in business appreciates retail sales tips from those with more knowledge and experience. But not every word of advice or “truism” is worthy of your appreciation. We’ve pulled together 7 retail sales tips and “facts” you should definitely ignore.

Where does this off-the-mark advice come from? Often it’s simply because the pace of change in the retail industry makes it especially tough to foretell the future.

1. People buy everything online now.

Or perhaps you’ve heard people do all their decision-making research online. Neither are true. Customers continue to support brick-and-mortar stores to see and feel merchandise, bring their friends for consultation, and enjoy the thrill of taking their purchase home right away. One recent study showed:

  • Retail customers make 94% of their purchases in a “real” store.
  • 53% say they would rather research purchases in person. That’s 57% for 18- to 24-year-olds, and 60% for those 50-65.

2. Sales depend on the salesperson.

Just 12% of shoppers say this is true for them. They don’t need your sales staff to learn about the products – but they do look to them for consultation and recommendations. Technology can help serve customers, too, but it doesn’t eliminate human contact. Otherwise, your store will be nothing more than an upscale vending machine.

3. Make unwavering eye contact with customers.

Unrelenting eye contact turns into staring, which is rude and feels aggressive. Make a positive, friendly connection, instead, by making eye contact right at first, then breaking it off and returning occasionally as you’re conversing.

4. Quoting a price range promotes sales.

If you quote prices to prospects, say for installing products, quote just one price – something a bit high in case they want to negotiate. Experts say offering a range allows your prospect to assume the lowest price while you’re hoping for the high number, and no one comes out satisfied.

5. Assume every shopper will buy.

Nice as that would be, customers want to feel they control their own buying decisions. Your assumption that they’ve already decided can come across as arrogant. Talk about how they’ll benefit from choosing your product, then let them decide.

6. Hold their feet to the fire.

Pressuring customers to buy right now does not make friends or feed your bottom line. Whether you shut them in a room with your sales manager or just keep pestering them on the sales floor, one of two bad things is likely to happen. Either they’ll bolt to get away from you or they’ll buy to get away from you — then return or dispute their purchase later. As above, explain the advantages of buying now, but let them decide.

7. And lest we leave you on a negative note . . .

Here are 9 bona fide retail trends for 2016, complete with actionable tips for putting them to work in your store.  

If you have misguidedly followed any of these “tips,” stop right now. Rethink your strategic plan and daily practices based on what you now know to be true. Your effort will be amply rewarded with a growing business and new levels of customer loyalty.

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