This is an old adage that comes from my home in the retail world. My entire career has been focused on getting customers to buy stuff in one form or another, whether it comes via driving them through a conversion funnel online or motivate them with the right price in a flyer to come into a store and lay down their credit card.
A little while ago I talked about customer service and how sometimes you have to break up with bad customers. While I believe this is true, I still think you need to love and support your customer or client through your entire relationship. Their dollars pay your bills. You get to do fun user experience tests and cool projects with YOUR brand because of THEIR dollars.
Sales hide your mistakes.
When you make (or have made for you) a bad buying, pricing or inventory choice those high turning, high selling items balance the scales and hide your mistake. The business P&L still appears balanced and all is right with the world because there are items offsetting your error.
If there are no sales those mistakes become magnified. There is nowhere to hide the mistake and you are left with what could be a career ending issue.
Sales motivate your team.
Sales are like a drug. Each dollar, transaction, swipe of a credit card is its own little high for you and your team. It makes you want more. You become motivated to find a way to get more sales or to drive the average ticket. If there are no sales, it becomes a sad hollow shell of a team. They slow down, stop caring, pay less attention and sooner than you think have less desire to produce.
Sales put hours on the floor.
There are no staffing hours if you don’t make sales. In the small business community this is the time that the owner ends up on the floor. In a big retail store the shareholders don’t often pick up a broom so you end up with staff left disengaged because they are trying to do three things at once without any support to drive profit into someone else’s pocket
Hours on the floor help you sell more stuff.
When there is someone there to read the box to the customer they are more likely to buy it. When there is someone there to ensure the customer leaves with a complete project of items (eg: brushes and tape with paint) they spend more and are less likely to spend at your potentially closer competitor. As a perk they often also come back because you treated them well.
Hours on the floor make everyone feel like they aren’t alone.
Even if an associate is run off their feet they will keep going when they see others doing the same thing.
Associates helping customers drive more sales.
It always comes back to this. In ecommerce great product content, a good FAQ list, quick response to a help email or actually answering the 800 number mean that the customer feels like you took care of them. They complete their transaction. In a retail store it can be about being willing to get the ladder, or walk them to the product that makes them engage.
In the end we know that sales make us feel better, but it is taking care of the customer that truly drives sales.
Retail success both online or in store is about a few simple tactics.
Select an assortment that fits your customer’s needs
Be in stock
Be priced competitively
Take care of the customer
You don’t need to have the sexiest system, the best floor plan or website. You have to know what they are looking for and work to fulfill those needs.
That means that sometimes you might need to sweep the floor or move the box to get the sale