10 Steps to Increased Sales

 By: James Hallman (from a letter to clients)

 Here are 10 steps which, if followed consistently and relentlessly, will increase sales. If you are not enjoying increased sales, you are not doing each of these things as consistently as you should.

1. Everyone must convey a positive attitude towards fellow employees, customers and vendors every day. Find opportunities to give immediate, positive feedback.

2. Consistent weekly sales staff meetings (Focus on positive themes and buy in; Compare average customer sale amount month to date and compare to the goals for average customer sale which is needed to achieve total sales goal).

3. Make sure staff is effectively and consistently follows the 10 key selling/marketing techniques listed below. Review them in sales meetings.

4. Frequently re-merchandise the floor and windows. It can be a group project or the owner/manager can see what the staff comes up with.

5. Play up beat music in the store. Both before and during store hours. Let the staff have input in the selections as long as it’s appropriate for the customer.

6. Motivation:
  a. Implement an individual or group bonus program.
  b. Plan monthly sales games.

7. Make sure we have the right employees that can help us reach our goals. Change out the losers. This is a last resort but cannot be overlooked.

8. Control cash:
  a. Follow the Open To Buy recap to flow the right amount of merchandise.
  b. Control operating expenses.

9. Complete all action points on our last meeting note recaps.

10. Ramp up marketing & merchandising efforts:
  a. Try something new. Different is usually a good thing in marketing.
  b. Twice a month email or direct mail.
  c. Thank you notes and birthday club (should not be emailed).
  d. More frequent in-store customer hosted parties and/or other events.
  e. Joint in-store events with other retailers or service providers.
  f. At markets, schedule enough time to shop new vendors, find new items. Some of the best buyers make it a point for each market trip to drop one old vendor and add one new vendor. Easy buying is hard selling- get out of your comfort zone.

For Sales Team Members: (This was originally written for women’s fashion stores, but is adaptable to any segment of retailing).

10 Key Selling and Marketing Techniques

1. Know your merchandise:
   a. Ask buyers and managers about all new merchandise. Learn details about how it’s made, features, famous people that wear it, etc.
   b. Learn the stock: sizes, colors, etc.
   c. Study the look book. (See note below).
   d. Always walk the floor when you’ve had a day off to see new arrivals.

2. Stay on the sales floor and look busy when a customer comes in the store. Avoid standing behind the counter.

3. Attempt to build rapport with every customer:
   a. Smile. Try to make customers feel they are shopping with a friend.
   b. Approach each customer with something in your hands (less threatening).
   c. Introduce yourself.
   d. Ask open-ended questions that have nothing to do with the store.
   e. Never ask “can I help you?” or anything remotely like it.
   f. When a customer has a return, follow the policy and be friendly. Attempt to turn it into an exchange or at least an entry on the call log.

4. Take merchandise from the customer’s hands and put it in a dressing room. Look at it and think what you can add to make outfits.

5. If they aren’t picking things up, keep asking questions to build rapport and get clues about what they would like.

6. Remember you are the fashion authority. Don’t be afraid to give an opinion and help the customer make decisions. But keep your customer’s perspective and demographic in mind. Your favorite might not be right for the customer.

7. Practice add on selling (up selling) with every customer. Never try to guess about or manage the customer's budget. Leave that to the customer.

8. At the register:
   a. Compliment the customer’s picks.
   b. Present a bump item. But don't push; if they like it, they'll take it.
   c. Collect customer information (email, phone number, address, etc.).
   d. Thank the customer sincerely.

9. Customer contacts:
   a. Make phone calls and/or send personal emails to customers every week day (minimum of 5 phone calls a day).
   b. Send thank you notes.
   c. If you’re not selling, it’s time to market.

10. Use a call log and customer book.

The “Look Book”: A look book is an album of pictures of merchandise on order that was taken at market. It sits by the register and customers can look through it while ringing up sales. I was visiting a children’s store recently and they did not have the specific rain coat the customer was looking for. But they showed her a picture in the look book and got her name and number to call when it came. Easier and more effective than merely saying we can call you when we get more in.

ABOUT THE AUTHOR: James Hallman has over 40 years in retail management, both corporate and entrepreneurial. For the last 18+ years, he has operated The Hallman Company, a retail consultant agency based in Atlanta, Georgia. The Hallman Company specializes in bringing best-of-class services to best-of-class specialty retailers. Services include inventory planning with pre-calculated open to buy, and team management training.