Closing the Sale

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.