Home & Gift, Harrogate - Gift Focus magazine

A customer is only a customer once they
purchase a product or service. Until that
point they are a browsing visitor or a target
consumer, bursting with potential and
possibility. The trick is in knowing how to tempt
this person, how to communicate with them,
draw them in and hook their interest in order
to clinch a sale.
These skills however need to be perfected
not only by you but also by your staff, the
day to day faces of your brand and the direct
influencers on customer perception. Your retail
staff play one of the biggest roles in the success
of your shop. With the correct training and
skills they will help you to increase the amount
of people who actually purchase in your store
and even increase the amount people spend.
Selling techniques
The first and most important technique is
‘effective engagement’ - the initial contact you
have with a consumer can make the difference
between a solid purchase and a swift exit. As
the consumer enters, allow them time to relax
and feel comfortable in their surroundings, to
browse for a space of time and even pick up
a few products. The next step is the key, your
initial engagement with the consumer will be
more effective if it is an open, indirect question.
Can I help you?
Instead of this often-used question, pose one
relating directly to the item they’re looking at
or holding. For example, if the consumer is
looking at a collection of fragranced candles,
greet them and ask: ‘What’s your favourite
fragrance?’. There is no abrupt answer to this
and this is not a sales question. The consumer
will relax and without them realising you are
discovering information which you can utilise
and turn into a direct sale.
34 giftfocus
from browsing
to buying
Creating and maintaining a successful retail business in today’s economic climate is no easy
task. Consumers are spoilt for product choice and retailers face tough competition. Here, Clive
Harper, managing director of Yankee Candle® Europe reveals a number of techniques to allow
you to maximise selling opportunities and to turn browsing visitors into purchasing customers.
Upselling
This informal gathering of information also
allows the salesperson the opportunity to
‘upsell’ - a method which allows them to lead
the customer to purchase a more expensive
item. For example, if the customer reveals
they like vanilla fragrances, this opens up the
opportunity for the sales person to pick up a
larger vanilla candle and talk about the benefit
of a longer burning time and value for money.
Product knowledge
Effective engagement needs to be maintained
by product and brand knowledge. However it
can be an endless task to keep up to date with
the latest developments for the brands you
stock. So combine product knowledge with
staff motivation and enthusiasm by assigning
‘brand ambassadors’. For each member of
staff, award them the ambassador position for
brands they are passionate about. Encourage
them to go to the brand’s retail seminars or
to visit trade shows and talk to the company
representatives face-to-face. The knowledge
and history they discover will be passed on
to customers, positioning your shop staff as
engaging and interesting to communicate with.
The rapport your retail outlet builds with
your suppliers will not only lead to a better
understanding of the brands you’re selling, but
also open ways to discuss terms. The brand
ambassadors might discover point of sale
materials and graphics you previously were
unaware of or loyalty schemes and discounts.
The right products
All this emphasis on your retail team will be
wasted, however, if you are not offering your
customers the products they desire. It may
seem simple, but you would be surprised
how many retailers fail to offer consumers
Whether it’s through displays,
branding, marketing or discussion,
it’s how you communicate
yourself, your brand and your
products to your customer that
will clinch the sale.
what they are looking for at exactly the right
time they want it. Although it’s important to
bring new products into your store, it’s equally
important to revive and refresh current stock
and displays. Just as important is making sure
any products you sell are right for your shop
and consumers. Do you really know your
target customer? Does your shop have a
theme and is it really of interest to the locality?
The most successful gift shops offer a good
collective mix of products which hit a variety
of price points and gift solutions. Remain
true to your cash cows (those products and
brands which steadily sell throughout the year),
these are your best sellers which your staff
can become expert in, but don’t be afraid to
experiment with brand new innovations into
the market.
One final word of advice is to remember
that stripped to its core, selling is effective
communication. Whether it’s through displays,
branding, marketing or discussion, it’s how you
communicate yourself, your brand and your
products to your customer that will ultimately
clinch the sale. g
Further information
For further information on Yankee Candle ®
and advice about business success telephone
+44 (0)1454 454 500 or visit the website
www.yankeecandle.co.uk.