Let the Customer Tell You When the Sales is Done

by : 

Megy Karydes

June 13, 2016
Marketing Mondays - Let the Customer Tell You When the Sales is Done

Are you sabotaging your sales? It seems insane to think you’d leave money on the table—except that may very well be the case when you rush to make the sale.

Let’s make a commitment this month to stop stopping the sale. Let the customer tell YOU when they’re ready to check out. Don't rush the sale by taking the item from your customer and walking to the cash register. It's like telling your customer you’re ready for them to checkout and leave.

Remember the add-on sale.

Try to increase your sales by five percent by adding on small items to your sale. If it’s a $20 necklace, you only need to sell one more small item at $1 to make that happen. How do you do this? Simply mention, "We have the matching earring” or “Wait until you see what goes with this.”

Another way to generate add-on sales is by asking each customer if they need a gift for an event coming up. Birthdays happen 365 days a year, and many of us still buy small birthday gifts for friends and family. Customers also buy “just because I’m thinking about you” gifts and host/hostess gifts—and even gifts for the host's pet!

Revive the sales slip.

Before the advent of personal computers and mobile checkout systems, there was the sales slip. Those little tablets allowed you to write the items your customer was buying and continue to work with them until they told you they were done. Is your shop the kind that would work well with a sales slip? Is it worth trying? It might be a way to capture other information about your customer, too, including name, address, email, and phone number, depending, of course, on how comfortable they are sharing that information. If a sales slip doesn't make sense for your store, figure out a way to collect the items your customers are buying (or even considering) and place them in the cash wrap area for "safekeeping" while they continue to shop.

Show and tell.

If the person has time and isn’t in a rush, walk around with your customer pointing out new items and letting them hold them. Don’t attempt to sell them, simply ask to show them. Then subtly suggest who is buying that item and why. For example, a couple recently came in and purchased this for a wedding gift or a woman bought this as a birthday gift for her friend. The idea is to let them know you have other gifts that they can buy right now for upcoming events. If they see it and like it and the price is right, they’ll be more likely to buy it then and there, especially if they know they may not be able to get it when they return because it’ll have sold out.

Bottom line: Stop sabotaging your sales by ending the sales process early. Commit to letting your customers tell you when they’re ready to check-out and see how much higher your sales receipts will be at the end of the day.

Megy Karydes helps small businesses harness their marketing power. She’s also a freelance writer whose work has appeared in The Atlantic’s CityLab, Midwest Living magazine and Chicago Tribune, among others. Find her at MegyKarydes.com.