Sell More Of What You Have To Customers You Already Have Workshop
||National Association For The Specialty Food Trade
||Jul 8, 2011
Workshop for the 2011 Fancy Food Show in Washington, DC.
Adding on and trading up have always been a retailer's main goal to drive profit and growth. However, the last economic downturn has also taught them to be more empathetic with their customer and understand the real (or presumed) limitations of their finances.
Showing empathy is a great thing but it could be detrimental to your business, not just in terms of your profitability but more in terms of your customer satisfaction. Because selling more to a customer or more expensive product is not about pushing product onto them. It is about providing a true service. More products, means a complete solution to their needs, that will save them time, money and frustration down the road. It is about selling them a better performing, longer lasting, or better looking solution. Similarly, selling a higher price product is not about making customers pay more than what they need. It’s about sizing their needs and selling not what we believe that they can afford but what their actual need calls for and to make sure that they are not wasting their money on a product or a solution that will not deliver what they need.
And then, after you have taught your associates how to add on and sell more to the each and every customer, unless you measure their average transaction or units per transaction and show them how their efforts actually made a difference, there is little incentive for them to continue applying those behaviors. Learn how to make your new sales training work via a comprehensive sales performance management program which includes measuring sales performance, analyzing results, providing feedback, coaching and incentives to improve.
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