Active selling is selling with low costs and high results. If you don’t use it anymore, start now. Although active sales are usually indicated with graceful language and rhetoric, this is not entirely true. The conversation with the customer is definitely in the first place, but you also have other tools at your disposal, which can also be used for self-service sales. The most important thing is not the appearance and the perceptible effect on the buyer, but the active attitude.
Lehits entrepreneurs are active. This is the basis of their success.
The usual business scope of traditional store owners and managers consists mainly of management: ordering and receiving goods, entering them into the system, setting prices, etc.
There’s no time left to think about active sales or even specific steps. Not only because this is really the case, but also because “right rates”, for example, are more effective than active bid. At the same time, this area is very limited: the battle against the rebate chains will not be won anyway, and you will lose money for development and investment by reducing the margins.
Active selling is not just talk and talk. It is an approach that aims to strengthen the client’s position
Reassess your priorities
So active sales start when you decide to rethink your priorities. The dilemma is: Will I present passively (especially with prices) or actively? The answer for those who want to increase their turnover is clear. A negative approach will not get you more than that. The opposite position is. It may seem counterintuitive, but with active sales you can increase sales even when the number of shoppers is limited and their purchasing power at first glance is depleted. Research shows that customers typically visit more stores during the week. For example, they make the main purchase in a hypermarket, while they go to a traditional store for small everyday things and fresh goods. Thus, the amount of money they can spend on you is far from final ( See also the article Be a confident entrepreneur).
The crucial question is why customers should shop with you and give you the most money for these purchases. Don’t look for the answer in the negative items i.e. price amount, item configuration and shelf placement. Not that it doesn’t work, but chains can do that too, and they’re usually better than you. The secret to active sales success lies in the Knowing how the customer makes the decision.
What do customers think?
The latest brain scanning methods can look into shoppers’ heads and see what happens. However, it is surprising that most of this modern knowledge was already known by our ancestors, and they came to it only intuitively. For example, Jan Neff, a household goods merchant who opened his store in Prague in the second half of the nineteenth century, was able to attract the interest of customers who were otherwise not confident of novelties through practical examples of new goods. Pressure pots were put up for sale because they tasted the food cooked in them, and Melitta coffee machines did the same. Training sessions in using sewing machines caused girls to refuse to sew by hand and demanded that they purchase this machine as equipment.
Above all, every merchant, from the village grocer to the shopkeeper on Main Street, knew that the customer needed to be respected, talked to, advised, offered and welcomed as a good acquaintance on the second visit. Without everything, he would have gone elsewhere. The need for such an approach is deeply rooted in us emotionally – that is, in all clients. The base is already in the gang environment.
Man is a social creature, and therefore he perceives with extreme sensitivity everything that promotes or insults him socially. From this point of view, all the merchant’s care is positive, while the lack of attention is just the opposite.
Social status may not be a significant purchase trigger if it is not related to pleasant feelings and dopamine is not flowing into the bloodstream. This substance is basically a ‘dope’.Which forces us to search for appropriate experiences. Of course, buying at a good price is also one of them, but it does not have enough effect. Especially because special rivalries attack us from all sides and are therefore nothing special. On the other hand, we have a strong influence on social needs. Even in Maslow’s hierarchy, the need to belong and the need for recognition are placed above food security and safety, which includes the beneficial appropriation of vital necessities.
So it can be said that a supermarket or hypermarket and next to them is a traditional store that operates on the customer on different floors. While the first deals with the need for food and other basic needs (including promotional prices and the display of different price levels), the need for security (empty spaces without queues, independent selection and decision-making, unlimited stays in the store), traditional commerce works – if he wants – To the upper floorsThe need for affiliation, recognition, and the need for self-realization.
Lehits Principle: Satisfying Customer Needs
If you can do this Fulfill the client’s desiresHe’ll come to you for more doses of feelings. And it’s not complicated at all. Belonging can be expressed as “be at home with us.” The need for recognition, as mentioned above, is fundamentally influenced by the dialogue with the customer, from welcome to farewell. Self-awareness is again linked to discussion, this time professionally. They know this well, for example, in hobby stores, but also in specialized food stores.
In addition to verbal expressions, there is also Non-verbal tools, Which also shows the customer’s interest in their comfort and stature. For example, purchasing inspiration in many forms (recipes in grocery stores, contextualizing goods), ancillary services (ordering goods online and picking up in the store), etc. So again, active sales aren’t just about talking and talking. It is an approach that aims to strengthen the client’s position. On the flip side of interests, of course, is merchant sales.
It is, of course, possible to change negative sales to active sales (but with a different result) also by means of partial adjustments. However, to give you an overall idea, I’m going to list them all here Basic steps.
Customize the store for the benefit of customers
Primarily, of course, the situation, but because those who have decided in one way or another are interested in certain changes, I leave it aside for now. But it is important to take a look at the store solution. Interiors are usually created so that the maximum number of goods can be placed here (usually small spaces). However, if a customer can’t stop at the shelf because other shoppers are pushing it, then the wide range won’t help: There’s no time to pick. So start by following this password Less is more.
Additionally, the long, balanced rows of shelves are emotionally poor and aesthetically incomplete. Any distortion, curvature of the line is immediately visible. Smaller units with variable shapes look better and give the customer the opportunity to make a better choice. Pay attention also to counters, display cases, and cash registers. Only a few stores are not overwhelmed with everything possible, logically located and accommodate the customer. Sometimes all you have to do is reorganize and clean up sometimes ( Be inspired by a self-service post Test your store).
Another important area is inspiration. The buyer can be informed of the context, for example by placing the goods in the store multiple times. For example, if you display mustard not only on the shelf, but also near the sausage, ketchup next to the pasta. It works similarly with events. Leaflets containing “what to cook today” recipes are considered the most effective.
This includes tastings or demonstrations of the merchandise. After all, what could inspire you better, if not the taste of the tongue or the touch of the product? It is reported that by combining vision, merchandise discussion and hands-on testing, you will achieve up to 80% sales efficiency. The more you interact with the senses, the more you influence the customer’s decision.
And let’s not forget everything Other connectionsFrom in-store promotion to new technologies (email, internet, social networks). It also provides great inspiration.
Training of sales representatives on active sales
Last – but not least – it needs to be named People training. An owner or manager can overflow with activity, but if he doesn’t pass it on to the seller, he won’t get results. Even an uneducated, unenthusiastic, or indifferent person can spoil anyone else’s business, even if they do their best. Of course, good training is essential, but managers or owners must be prepared to work with sales reps after completing the course. and every day. The best tool is a personal example.
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