Expert Advice – How to perfect a window dispaly

 

‘Windows of Opportunity’

 

Selling – Principles of Good Customer Service

 

‘England is a nation of shop keepers’ NAPOLEON I

 

Long gone are the days when retailers told us what to buy, now consumers are much savvier about products and demand more from their shopping experience.

We want all our 5 senses stimulated:

 

• Touch


• Taste


• Smell


• Sound


• Sight

 

The consumer today demands to be indulged through excellent service, good products, at a competitive price,

We want to buy what we want, when we want it.

 

Teenagers now have the more pocket money in the U.K than any other country in Europe, and children born after 1979 are now named as Generation Y and are targeted heavily buy brands, GAP has the theory of ‘Cradle to Grave’ consumers and markets the products to this core market.

But at the other end of the age range the ‘Baby Boomers’ have more money to spend then ever and they want to spend it.  As a Nation we love our plastic so retailers are now getting wise and they are continually thinking of new ways to seduce customers in.

 

When we walk into a store we are being heavily marketed to by the brand with:

 

• Window Displays


• Shop Floor layouts


• Internal marketing & POS

 

And lastly SALES ASSOCIATES, who are the retailers no1selling tool.

 

We all have had bad experiences in shops busy Saturdays with long queues to pay at the cash desk, and sales assistants interested more in talking to their mates then helping you. It’s amazing we only remember the bad service and never the good.

 

But what is good service?

 

Have you ever noticed that a good sales person is always passionate about the products they are selling?.

Their body language is open & friendly which makes you not feel threatened to buy, their voice and tone is light and not condescending or dictating.

 

Asking appropriate questions allows others to tell you what they want and need, such sensitivity to another human being is initial to developing a person’s sense of confidence and self esteem.

 

Research has shown that the impression you make on others is comprised of three areas:

 

1. That which is visible –              Your face & eyes, gestures, physical habits, clothes ect.


2. You’re Voice –                          The quality, tone, pitch, rhythm, and speed.


3. The Actual Words

 

 

Words are only 7 % of communication, Voice 38%, Visual Aspects 55%.

 

 

 

 

 

               

 

Top Tips for Productive Sales Training:

 

 

1. What Training do you currently offer your staff?

 

2. Do they actually want to work here?

 

3. Do they understand the benefits of the products you sell compared to rival brands?

 

4. Do they like the brands you stock?

 

5. Do they understand/know about care labels and washing machine instructions?

 

6. Do you hold daily meetings?

 

7. Do you have achievable sales targets each day?

 

8. Do they work towards commission or rewards, as a team or individually?

 

If you answer NO to any of the questions you need to re-look at your sales staff as they can make or break a brand, there is no excuse for bad customer service whether you sell cheap or expensive products.

 

Written by Paula Arkell Retail Consultant