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From April 2008
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Sponsored by
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Associates Interactive offers the following tips
for training and selling in an uncertain
economy:
Differentiate based on associate expertise. As
consumer spending tightens, price competition
will increase, yet consumers will still pay a
premium for a consultative purchasing
experience.
Teach associates to converse with customers.
Product knowledge isn’t enough. Associates need
to engage customers in conversations about their
needs and provide that consultative experience.
Good conversational skills may not be intuitive,
but they can be taught.
Focus associate training. Teach associates one
category at a time to make sure they are able to
communicate effectively with customers, sell and
cross-sell the right products and answer
customer questions. It’s better to have an
associate with expertise in one category than
limited knowledge in many.
Bundle and advertise complete solutions.
Consumers want to buy a complete experience and
don’t know all of the components needed to
create it. This uncertainty leads to a
reluctance to purchase. Create the bundles and
teach associates to sell the solution.
Promote associate expertise. Customers value
good advice and knowledgeable sales associates.
Let customers know that consultation is part of
the shopping experience.
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