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How To Boost Your Sales: 3 Simple Rules For Your Salespeople

by Svenja Solveig Pleye

We already talked about why it’s so important to know your customer, but do you know what still stands between our customer and our product? – Our salespeople. It is ultimately them who make the sales and if we’re not happy with the number of sales we’re making, we always look back at our salespeople first, as they are the crucial point in the sales funnel to drive conversions. Especially in our fashion business, sales assistants are still highly relevant and can’t fully be replaced since they are contributing to our overall brand experience and are the ones advocating it offline. However, this goes in both directions: If you’ve ever had to deal with a super intrusive or disinterested representative before, you know what I’m talking about. Unpleasant selling behavior results in an automatic negative attitude towards our product and our brand and you might want to avoid that. So what to train your salespeople for? Keep reading.

When I walked into a Free People store the other day I was very motivated to make a purchase and even buy more if something appealing was recommended to me. Despite my motivated buying attitude, I left the store with a full wallet again. Do you want to know why? Because the representatives were extremely incompetent. Not only did I need to actively approach them because they didn’t even notice me, but their service was also unsatisfactory and kind of rude. So as promised, here are three rules your salespeople should follow so that your customers keep spending their money on you:

#1 Know Your Range

There is nothing worse and also nothing more embarrassing than a customer knowing your range better than you. That’s why when a customer walks into your store you want to make sure that you can answer any question they might have. So to ensure that your salespeople are able to do a good job, your company should offer regular training to keep your workers updated about new trends and new product launches. That way your staff will be able to assist customers better and conduct more elaborate consultations. Also, please don’t even try to make up an answer to cover up your knowledge gap – a true fan of your brand will know. In my case, I was asking if they also had the dress I was looking at in a different length. I did know that it was available online as it was the reason I walked into the Free People store in the first place, it was just a matter of whether they had it in stock or order it for me. The saleswoman I was talking to that day apparently didn’t know the new collection, but instead of just telling me that she’ll look it up, she said that this dress is only available in one length. She could’ve just owned up to the fact that she didn’t know the range well enough, but decided to make me feel stupid instead – great.

#2 Show Empathy

Even if you do know enough about your range or collection, you want to try avoiding chewing your customer’s ear off by talking about the different features. Instead, you should try to get a feeling for your customer. A good salesperson listens carefully to their customer and then suggests appropriate solutions to serve their needs best. This includes reacting to the information given as well as only giving advice that you’re asked for. When I asked for a new pair of Skinny Jeans at Free People because my old ones were worn out, the representative started to tell me that Skinny Jeans was a really bad choice for my body type and I should avoid wearing them altogether. In her opinion, I should better wear a straight fit or long skirt. Well thanks, total stranger, who asked you?

#3 Be Honest

Lastly, and this ties in with the empathy rule: You want to make sure that your salespeople are honest. And don’t get me wrong: I’m not encouraging you to crush your customer’s dreams or break their heart by telling them they look hideous in that skirt they just fell in love with. I’m only saying please stop giving fake compliments. After all, some of your customers will actually see right through your desperate sales attempt, and the others might end up walking out of the store after a horrible purchase decision that you encouraged them to make. I’m just trying to appeal to your integrity here. In the end, you want your customers to come back next week and buy the matching blouse from you, right? Well, then you want them to know that you’re a sincere source of fashion advice, not only looking for that extra commission.

If you learned anything today by reading this post, I hope it’s to provide regular training for your salespeople. There are various little aspects that need to be considered during a customer consultation to ultimately increase sales. Most importantly, your sales staff should know your range well enough to be able to assist your customers appropriately and respond to them very well through active listening and sincere interest in finding their ideal outfit. After all, representatives are the ones who are vital for establishing a long-term customer relationship – and that’s what we’re all about.

Did this post get you excited and craving for more? – Stay tuned for next week’s post where you’ll learn another interesting facet of the world of Fashion Marketing.

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