I’m super excited to launch a brand new online training program called Beyond the Add-on. Details to come later this week. For now, you’ll want to be sure and share this post with your staff.
It doesn't matter if you sell jewelry, swimsuits, toys, furniture, paint or just about anything else, your customer deserves to be shown first the best product that meets their needs. That's selling down. Long time readers may remember that we call this the Butcher Rule.
Here's why. When you walk up to a meat counter and ask the butcher what's good he will never reply, "The ground turkey is terrific today." Instead, he will tell you about the steaks or prime rib. The butcher does is this for a few reasons. First, those are the best cuts of meat and will result in an excellent dinner. Second, those cuts carry a higher price point.
Of course, if a customer is looking for chicken the butcher won't suggest a steak since that will not meet her/his needs. That would be a poor experience, although there is nothing wrong with the butcher also telling the chicken-buying customer about the superb steaks in stock.
In most stores, you get a better product when you pay more. The item could have bigger diamonds, better materials, more features, higher quality, more coverage, taste better, etc.
Even so, in too many stores the sales associates invariably sells up instead of down. They start with the ground turkey, if you will. It could be intentional based on what he/she thinks the customer is willing or able to spend, but most of the time it is unintentional.
It could be because a customer is looking at the least expensive product, or the sales associate doesn't know enough about the customer to start with the product that is best for that person. Most of the time it's because the sales associate has gotten into a bad habit.
Here's the action plan for this weekend: Show the best product first to EVERY customer. Always lead with your "steak." Don't worry about losing your customer by showing the most expensive product first. Most customers will naturally step themselves down. If the price is too high they'll ask what else you have.
I guarantee that by selling down instead of up you'll sell higher priced products to customers who more satisfied with their purchase. That is a retail win-win.
1. Rank yourself on a scale of 1-10 on how well you sell down. A 10 means you always sell down with every customer, and a 1 means you never sell down. Share the score with your manager.
2. Identify the situation or which products you're most likely to sell up instead of down. This is important, because most of us aren't always consistent in selling down, and by identifying the situation or product we're able to adjust when it arises this weekend.
3. Attempt to show every customer the best product first, and share with your manager or colleague your success.
This is one the tips I teach in my new program Beyond the Add-on. There’s a lot more that will show your team how to sell substantially more products to every customer. Watch your email for the announcement later this week.
Doug Fleener, a proven retail and customer experience expert and speaker/consultant, helps companies dramatically improve their customer experience and their sales results. Visit the Dynamic Experiences Group website, or call Doug at 866-535-6331 to discuss how he can help you create extraordinary results. Learn about Doug's keynotes and workshops at DougFleener.com.