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We asked Oscar Jeppson, a Customer Success Manager at Clientbook, what he thought the top skill every sales associate should have. See if this sounds familiar…
So what makes your top jewelry sales associate a clienteling rock star? Chances are they’re a great communicator, treat each customer as a personal connection, are exceptionally organized, and focus on relationships over just closing a deal.
Now imagine if all of your sales reps used those same effective sales techniques. What would that do for your business? Drive sales through the roof, right?
So how do you get the rest of your team to build these skills? Training. Training. Training. And, with a little help from technology to do some of the heavy lifting.
Keep reading to learn the seven habits the best retail sales associates have, or jump straight to tip #7 to see how clienteling with Clientbook, the digital sales assistant to help jewelers make more money, can give your team the boost it needs to be more consistent and effective in clienteling overnight.
Retail sales tips
If you're not sure where to start when helping your employees master their retail selling technique, these tips will help get you started.
1. Master the art of conversation
When talking to shoppers at your retail store, your sales associates need to do more than simply be friendly and break the ice with a sales pitch. After all, every customer is a potential long-term client.
This means talking about their tastes, budgets, purchase decisions, the things they celebrate, the people they love, and the meaningful things in their lives.
Have your team practice their active listening skills as potential customers talk. Let shoppers tell their story and watch the excitement in their facial expressions. Maintain a positive outlook throughout the customer interaction. Ask open-ended questions and engage with the response. Ask for clarification on dates and names. And of course, take notes. You'll want details when you send out personal messages—more on that in tip #4.
2. Consistently follow up with customers
Next, make sure your sales team is following up with customers even after they've made an initial purchase at your retail store. This is an important sales strategy and makes a great impression on potential clients. The notes your sales associates took during their first meeting will come in handy when they send out a personal follow-up message about an anniversary, graduation, birthday, or even an upcoming sale.
Just remember: if you're not following up, your competition is. The trick to becoming an effective salesperson is to reach out often, but not so often that you become a nuisance.
A survey from Emarsys found that 61% of retailers surveyed believe that their customers want to hear from them multiple times a week. But in reality, only 31% of shoppers surveyed agreed with that schedule, with the majority preferring contact once a week or less. This sales tactic is effective, but it shouldn't be overused.
3. Be confident
Another important retail selling technique is to project confidence in your customer interactions. Many people think of confidence as being assertive on the sales floor or knowing how to upsell to a potential buyer. However, what it really comes down to is simply knowing your products and being honest.
Customers trust other people who are self-assured and will speak candidly about which products are right for them and which aren't. They want to know you care about their needs and will confidently make suggestions that are best for them to keep them coming back to your retail store throughout their customer journey. Modern customers remember customer interactions, so making a good impression is vital.
4. Know your customer
This next tip comes back to our first retail sales tip about the art of conversation. As your sales professionals learn how to talk to customers within the physical retail space, they'll be ready to build long-term relationships with customers and connect with them when they aren't in the store.
Sending out generic mass messages and impersonal emails is a big turn off. So is forgetting someone's name. Instead, a sales associate needs to become a client’s confidante—someone to be trusted who knows their personal likes and secrets. This step is what will turn a potential customer into a current customer who returns again and again. Knowing your customer's tastes and introducing them to additional products that they can get excited about is what creates a stellar customer journey and leads to satisfied customers.
5. Know your products
In addition to knowing your customer, your team also needs to know their products. This is especially true for luxury retailers with high-end retail items that high-profile customers may have a lot of questions about before they're ready to buy.
A smart sales strategy that makes this easier is to organize products by occasion. This makes sense because nearly every client buys products based on something they are celebrating or gifting for a special occasion. Columns dedicated to weddings, anniversaries, birthdays, graduation, and holidays make it easier to sort for your client base.
The product knowledge your team needs to have will depend on your industry. For example, a jeweler needs to know the meaning of colors and different stones, while sales associates in the fashion industry need to know about various fabrics and what clothes fit each occasion. This will connect the product to the recipient.
6. Use measurable, repeatable communication processes
Next, if you're not measuring results, you can't make the changes necessary in order to improve your retail store. A spreadsheet of the messages your team sends and how effective each message was is a big help. Using these metrics is the best way to make data-informed decisions for your business.
Or better yet, using a clienteling app like Clientbook makes this process even easier. Whether you’re looking to track text messages, sales team performance, or attributed sales, there’s a report that can help.
Todd Ericksen, VP of Product at Clientbook, shares the insights he’s learned working closely with jewelry store owners to build easy-to-use technology that helps sales associates perform better.
“A lot of times retailers have a lot of good data sitting within their point-of-sale system or in manual spreadsheets that sales associates have made. With Clientbook, retail store owners can collect all of that data and put it in one place to make data-driven decisions that drive revenue.
And with Clientbook’s AI Insights feature, we go a step further than that. It combs through all of that data for you and delivers it to your sales associates so they know who’s ready to buy, what they might like, and what to say to them when you reach out.”
When you have hundreds of clients, knowing which messages work at what time and for who will get you results beyond your business goals—jump to #7 for help with this.
7. Use tools that automate the personalization process
Finally, nobody can keep up with over a thousand clients, especially if you're trying to make sure they each receive regular, personal messages about anniversaries, birthdays, holidays, special life events, sales prices, and more. The right tool delivers the right messages at the right time, so you don't have to spend all of your time managing lists, buyer calls, and manual spreadsheets.
That's where clienteling software comes in. Clienteling software automates a wide range of practices like following up with customers, storing client information in one place, and it can even display images and product demo videos to customers via text.
With clienteling software like Clientbook, each of your sales associates can be top performers using powerful sales techniques. They'll be ready to make data-informed decisions about product recommendations, consistently follow up with key clients, and get instant access to important client information.
Conclusion
Elevating all of your sales associates to the level your top performer is at doesn't take a rigorous retail sales training program. All it takes is a few classic selling techniques, following the retail sales tips we've outlined in this article, and some software to help you along the way.
If you're ready to take your retail stores to the next level with clienteling and become a sales expert, Clientbook can help. Book a demo today to see what we're all about.
