BrandlandUSA’s 25 Rules of Retail Sales

SellSellSellSell wwwwhat’s on thehat’s on thehat’s on thehat’s on the f ff floor,loor,loor,loor, Your customers appreciate specialorders. But very often, a customer will just be curious. Sosell what’s on the floor.2.

That’s why they call it BUSIThat’s why they call it BUSIThat’s why they call it BUSIThat’s why they call it BUSI----NESS.NESS.NESS.NESS. Do not allow sales folkto chat while on the sales floor or while smoking by thedoor. Two salespeople standing together create a “flank”that intimidates. Instead, make sure consumers seesalespeople who seem busy, but still have time to talk.Salespeople should always be walking around the store,straightening and showing busy-ness.3.

Look away, look away.Look away, look away.Look away, look away.Look away, look away. Do not stare at customers whenapproaching; be subtly aggressive: The ideal situation isfor a salesperson to appear to be organizing shelves, butthen peer over the shoulder to greet. Say something like:

“Iam just straightening out these darned shelves, but if there is anything I can show you please feel free. By theway, isn’t this a gorgeous shirt! Do you agree?”

Encourage consumers to keep a bookEncourage consumers to keep a bookEncourage consumers to keep a bookEncourage consumers to keep a book.... Encouragesalespeople to keep written notes on customers in a smallbook. Electronic databases are great, but only at the sale.5.

CallCallCallCall customerscustomerscustomerscustomers at homeat homeat homeat home.... Sales should give inside info like:“Hey, our sales rep from Natuzzi just told us they arediscontinuing. Do you still like it for $XYZ price?”6.

““““I can’I can’I can’I can’t afford it either:t afford it either:t afford it either:t afford it either:”””” Salespeople should not seemmore prosperous than the consumer. Use lines that setcustomers at ease.7.

Promote your sales staff in advertising Promote your sales staff in advertising Promote your sales staff in advertising Promote your sales staff in advertising.... Retailers don’tshow off their stores in their advertising, and it’s importantto have consumers know what your store looks like.Surveys show that people model what they see in themedia. They need to imagine themselves in your store.8.

Give some leeway on pricesGive some leeway on pricesGive some leeway on pricesGive some leeway on prices.... Unless you have anadvertised no-haggle policy, give your salespeople someminor wiggle room. But you don’t want situations wheresomeone gets a better deal. Instead include an extendedwarranty or free installs.9.

Gift certificates for community groupsGift certificates for community groupsGift certificates for community groupsGift certificates for community groups.... Your sales staff hascommunity ties; allow them some gift certificates toallocate to school, church and non-profit raffles, withinreason. This spreads goodwill cheaply.10.

Repairs, repairsRepairs, repairsRepairs, repairsRepairs, repairs::::. Make sure that every retail store knowswhere repairs can be made. This can also mean extraincome. Most consumers have no idea where to getanything serviced but their cars and computers.11.

Drink machine on siteDrink machine on siteDrink machine on siteDrink machine on site.... Not only is this extra income; youwant sales to be

around

. Buy a Coke for a customer!12.

Ensure that employees take breakEnsure that employees take breakEnsure that employees take breakEnsure that employees take breakssss.... This will ensure thatthe rest of the time, they are working.13.

Ask for the sale.Ask for the sale.Ask for the sale.Ask for the sale. This is so obvious. You have to ask. Andalso ask for another sale with the sale. Asking for “frieswith that shake” is cliché but true.14.

SellSellSellSell some cheap stuff.some cheap stuff.some cheap stuff.some cheap stuff. Many of your customers cannotafford even the middle goods. Remember: Tiffany’s sellssterling jewelry for modest prices.15.

Encourage sales to be involved withEncourage sales to be involved withEncourage sales to be involved withEncourage sales to be involved with pricing pricing pricing pricing.... If you can,consult your sales team on what you are putting on sale.This even applies to chain retailers, who have someleeway as to what goods go on sale and when.16.

Consider the rest areaConsider the rest areaConsider the rest areaConsider the rest area.... Your customer is a guest. Atwomen’s boutiques, there are chairs for husbands. At cardealers, there are toy corners for toddlers. Think of yourcustomer and their needs.17.

Be careful of coupons.Be careful of coupons.Be careful of coupons.Be careful of coupons. Coupons are addictive, and addictyou to the media that sends them out. Wal-Mart does notcoupon. They offer the same price to everyone. Considertaking others’ coupons. You then can reap the reward!18.

Make your saleMake your saleMake your saleMake your sale aaaa sale.sale.sale.sale. There’s nothing more useless thana sale that isn’t a sale. Make your sales real, and short,and don’t bend. Don’t allow a customer to set asidesomething if you want it to be exciting.19.

Don’t burden sales staff with too much bookwork.Don’t burden sales staff with too much bookwork.Don’t burden sales staff with too much bookwork.Don’t burden sales staff with too much bookwork. Youwant them out in the store.20.

Simplify commissions and incentives.Simplify commissions and incentives.Simplify commissions and incentives.Simplify commissions and incentives. Too often,companies rig sales incentives against the salesperson.Weird increments, strange time periods. Establish a clear,concise system.21.

Encourage other salespeople to interrupt.Encourage other salespeople to interrupt.Encourage other salespeople to interrupt.Encourage other salespeople to interrupt. You wantconsumers to feel that they are in control. If a consumerand salesperson are talking, another salesman can say“Nice ties” while they walk by. This creates an atmospherewhere the customer doesn’t feel corralled.22.

Make sure your salespeople knowMake sure your salespeople knowMake sure your salespeople knowMake sure your salespeople know story of story of story of story of their brands.their brands.their brands.their brands.Lines like:

“Our dryers are made in Frankfurt. That is thehome of the University of XYZ.” OOOORRRR “That blazer was madein the Manila for Polo. I like all of the clothes from Manilabetter than last year. Look at the stitches!”

23.

Bring sales reps to the storeBring sales reps to the storeBring sales reps to the storeBring sales reps to the store.... Have them demonstrate theproduct with customers. Because so many goods areforeign, they are disassociated with locals. Lines like:

“Our rep for LG will be here Friday. Do you have any questions?Bring your son Saturday while he takes apart the back of adryer to show inside.”

24.

Hold events; redisplay displaysHold events; redisplay displaysHold events; redisplay displaysHold events; redisplay displays.... Tent sales, hot dogs, crazywindow displays, whatever it takes. I remember a Virginia jeweler who set out her jewels on matching Dixie cups. Itworked to draw attention and create a fun atmosphere.25.

Make your showroom a showroom.Make your showroom a showroom.Make your showroom a showroom.Make your showroom a showroom. Customers won’t buy if they feel they are in a place where the staff doesn’t care.

Business writer and consultant Garland Pollard of BrandlandUSA.com compiled these tips while working as a retail salesman at stores like Brooks Brothers, Colonial Williamsburg CraftHouse, the Irvington Country Store and Peace Frogs. Contact himregarding speaking engagements at garland.pollard@gmail.com.