Closing a retail sale starts the moment the customer walks in the store. The quality of the greeting received, the displays, the set up – it all counts toward whether that customer is going to buy something or not.
First impressions are lasting impressions and that’s the first rule of retail. But there are other points along the customer journey which factor in to how to close retail sales. Identify the customer conversion points and you’re steps ahead of the curve – well on your way to conversion.
Understanding conversion points.
Where does “meh” turn to “yes”, on the customer journey? Basically, this is where shopper apathy becomes interest and where the customer chooses action over inertia.
Instead of being glazed over, the customer approaches an item. Maybe the customer picks it up, or indicates that sales support is needed. But there’s a definite interest shown.
If you’re not picking up on clues like these, you’re missing out on a lot of sales.
Train staff to notice.
Your staff should be keen observers of human behavior. Perhaps you’ve hired them because they have that inherent trait. Perhaps you’ve trained them to notice the signs indicating your customer is in a buying mood.
Whatever road they’ve taken toward awareness, that very awareness is going to make you more conversions.
Are you selling someone else’s products?
So, a shopper comes in, takes note of a product and then – leaves without buying it. Is that because the shopper isn’t genuinely interested? Or is it because the conversion point was missed when it most needed to be noticed?
If the customer in question hasn’t bought the item after showing interest, that probably means the same item will eventually be bought in someone else’s store.
Unless you’re in the business of selling someone else’s products, this should never happen.
Priming for conversion.
All contact with customers, whether on the phone, on email, or via your social media platforms, should be geared toward conversion.
People can like a thousand of your Facebook posts, but if they’re not converting, it may be because you’re missing opportunities to connect.
Every interaction with a potential or existing customer should conclude with the person you’re engaging feeling catered to. Friendliness, openness and a willingness to respond to questions is what makes your contacts more likely to become conversions.
Again, staff training to ensure that these qualities typify every customer contact is crucial. You can’t always be there.
Once they’re there.
Once the customer’s in the store and you’ve greeted them warmly and welcomed them, it’s time to ensure they have all the information they need, when requested.
That doesn’t mean hovering. That means being ready and being vigilant enough to pick up on conversion points which indicate they’re moving along in their purchasing journey.
Clip Strip Corp.
Since 1980, we’ve been innovators in the realm of premium retail POP display supports. We answer the needs of retailers by designing and developing what they need to succeed.
Contact us to find out more.