Retail Service That Always Sells (Even When… It Doesn’t!)

Do you want your stores to survive through inflation, the cost of living crisis & the unstoppable rise of eCommerce??

Of course, you do!

But then your teams must seriously start selling to EVERY. SINGLE. PERSON who walks through your front door…

eeeeeeeeeeeeven when they don’t end up buying anything!

(No, I didn’t lose my mind. And yes, I did take my morning coffee before writing this, thank you very much ??)

So, let’s look at the 2 ways in which your service can sell and how to turn it into your reality, because…

not to be dramatic, but your stores’ future literally depends on this ????

The 2 main sales goals in retail

The managers of stores that are THRIVING on the high street know there are 2 types of selling.

Those whose stores are hanging by a thread that’s thinner than my patience for sitcoms with canned laughter? They only focus on one—IF THAT!

So, what are these 2 sales goals?

1. Selling a product right away - Whoop, whoop! More ka-chings that bring you closer to your KPIs ??

2. Selling the customer into becoming a fan ?? - That’s what happens when you activate and inspire them, making them think “I’m soooo glad I walked into this physical store instead of looking for something online” or even “I don’t need anything today, but I’ll DEFINITELY come back here when I do”

Now:

• In an ideal world, you’ll do BOTH in one go
• In some cases, though, it might actually make more sense to skip that first one (for example, if you can tell this person is torn and needs to sleep on it). Integrity matters!
• But if, with most of your customers, you can’t do EITHER? Your brand will soon drown in the sea of retail sameness (where in-store experiences are no more memorable and personalised than all the AI-generated comments on this platform)

Teams that sell all the time prioritise 3 things (are you taking note?)

? 1. Emotional intelligence

This always sells MORE than just focusing on features because… guess what? Your customers can easily get similar products online or from your competitors!

So, make sure every single sales assistant in your stores is always:

• Being curious. The goal is to understand the unique situation, needs and preferences of the real-life person in front of you (so, please crumple up those parrot-style scripts and throw them into your back-of-house bin ??)
• Asking meaningful questions, NOT just a basic “Can I help you?” (or worse, a dismissive non-question like “Give me a shout if you need a hand”)
• Listening (like, actually listening, and then basing their advice on THAT) more than talking

? 2. Positive vibes

When your teams radiate good vibes and zeal? Customers can FEEL it! ??

And it’s just as contagious as the colds I kept getting this past winter (but in a good way, in this case).

Those are the teams that can win a customer’s mind & heart! ??

NOT those who spend their time gossiping and checking their phones.

NOT those who make customers feel like they’re doing them a favour by acknowledging their presence.

? 3. Adding value to create a memorable experience

If all your customers wanted was just a transaction? They would have stayed at home and ordered something online.?

Instead, make them feel like they were right to vote with their feet by walking into YOUR store: gift them a full experience! ??

For example:

• If a customer rushes in during a rainy day, ask them if you can hang that wet jacket to let them shop comfortably
• Lots of bags? “Can I store them safely for you so that you can browse around more freely?”
• Does your store offer free coffee, bubbles or even some light snacks? As well as delighting your customers, you’ll prolong their dwell time (= longer sell time, too)

When you focus on all this, your service will always sell. ALWAYS! Whether that’s by selling an actual product, selling the customer into becoming a fan (and coming back) or both.

Now, just answer ONE (three-part) question for me—and be honest:

Is all this reeeeeeeeaally happening in your stores? With every team member, including Jack-Who-Only-Works-Weekends? And for every single customer who walks through your door? ??

If it is, EXCELLENT! Your stores are the exception to the rule, my friend.

If it isn’t, you have two options:

1. Keep doing the bare minimum—but then you don’t get to complain when you can’t meet your KPIs (#SorryNotSorry)?
2. Start selling to every single customer—one way or another—as if your stores and brand depended on it… because they do!

Ready to opt for the latter? (Smart ??)

I can help! Book a workshop or talk to elevate your customer experience, and start relying on service that ALWAYS sells.

????#BafflingBloopers: my latest facepalm moment in retail

One of my readers (you people are the best) shared this story with me.

Sooooo, they went to a Three store inside the Bluewater shopping centre to get a new SIM card and phone (make a mental note, ok?).

After receiving their SIM card, they asked the chap: “How long until my current number transfers over to this new one?”

“Only 10-15 minutes.”

“Oh,” my reader said. “I’d better buy a new phone right now then.”

The sales assistant’s response?

"You’re in the right place! Loads of stores sell phones in Bluewater."

Nothing wrong with that, right? Well, if it weren’t for the fact that…

that Three store ALSO sold phones! ??

I can’t blame my reader for leaving and buying it elsewhere.

Apparently, upselling and looking after customers is NOT as easy as 1,2, Three.

Speak soon!

Kayleigh

Founder of The International Retail Academy?

PS. The Retail Comedy Club is the newsletter for retail leaders and managers craving to feel heard and brave enough to feel seen. All while having a good chuckle—not that fake customer service laugh

Enjoyed this issue?

• Share it with your retail peers
• Subscribe to The Retail Comedy Club to never miss a chance to laugh or cry about our industry (err, I mean “a new issue”)

?? Unlock the full potential of your team and store

Future-proof your customer experience with The International Retail Academy. In a sea of sameness, YOUR people and YOUR stores will finally stand out.

We offer motivational speaking, customer experience & sales workshops, and leadership development. Get in touch to discuss the right next step for your stores or to hire Kayleigh as a speaker