Tips for Retail Store Managers: Show Your Associates That Selling's Not Scary

People in general have a misconception about sales and salespersons. They see sales as an unpleasant act of trying to force someone to buy something. Even people in corporate sales struggle with that same concept! And consequently, they are insecure and fearful in approaching customers.

So, the first thing you as a manager could do to help your employees overcome their fear of selling is to:

## Change the Wrong Concept About Sales

Retail sales pro Reese Evans, in providing some great ways to help associates overcome their fear, said:

"Selling is about helping customers find what they want or need, rather than pushing something that they won’t get any value out of."

So, it's really not about forcing anyone to do anything. It's actually about meeting their needs, pointing them in the right direction and educating them about products – which could lead them to buy something and be satisfied with the purchase.

Knowing that, it will produce confidence and enthusiasm in selling – not fear.

## Help Your Staff Get to Know Your Business Better

In order to make your associates even more confident and positive, supply them with the knowledge about the store, about the products you're selling, and about the customers.

Get them to know everything about the store, it's history and purpose. They'll love their job more and it'll give them some material to share with the customers who are interested in hearing it.

Inform them about the products in the store (quality and quantity), enbabling them to answer those specific questions that sometimes come from customers.

And in the end, help them recognize between different types of customers and how to best approach them.

## Features, Advantages, Benefits

When talking about the products, the important thing is to teach your staff the FAB formula. It's a great tool when approaching customers.

1. F stands for features – characteristics of the product. 2. A stands for advantages – what the features can do. 3. B stands for benefits – what the customer can get out of it.

For example, if you are selling some hanging accessories, and your customer asks for some ceiling grid hooks, you could show them an Aluminum Ceiling J Hook, which measures 1-1/4" L x 1" W with a 1/4" hook opening – that's a feature. It fits most standard ceiling grids – that's an advantage, and you can hang any ceiling signage on it to advertise your retail store – that's a benefit.

## Make Your Staff Feel Confident and Comfortable

Use positive reinforcement and talk to your staff about what they're doing right, and encourage them to continue in that direction.

Recognize their work and help them see their effort can positively influence others – as well as the business itself. Do it often.