Supermarket Perimeter - August 2019 - 9

5 Tips on how to train your employees in suggestive
selling techniques from Don Westmoreland of Atlantabased workforce management software specialist Deputy

1.

Encourage an in-depth
knowledge of your products
It will be difficult for your staff to
carry out suggestive selling if they're not
aware of the items you have in store. A selected portion of your staff training should
include detailed descriptions of new items.
If you own a large retail store and receive
vast quantities of new stock on a daily basis, provide at least one unique selling point
(USP) per item.
The USP should be easy for staff to
remember and must be relatable enough
to introduce into a conversation with your
customer.
Your staff should also be familiar with
price-points to suggest items within
the customer's budget. Having in-depth
knowledge of inventory also extends to
stock levels.
Your customer will be disappointed if
they're convinced to buy an item, only to
find out that it's not available. Utilize your
inventory management and point-of-sale
systems to ensure your staff has access to
accurate stock level reports.
According to Expertcity, who work with
retailers such as The North Face, Reebok,
and Quicksilver to help retail sales staff
have a deep understanding of their product, "82% of consumers are likely to follow
expert recommendations."
Train your staff on suggestive selling
with the aim of turning them into product experts. Staff should have an in-depth
knowledge of your inventory, given that
a Wharton School of Business study found:
x Half of customers (50%) want expert advice on what they should purchase when
they come into a store.
x Over two-thirds of customers (73%)
advised that product knowledge is the
most important thing they need from a
salesperson.
x Salespeople who are educated about
their product sell up to 123% more than
others with no training.

2.

Build a rapport with customers
Your suggestive selling staff training should include customer befriending techniques. Customers buy from
people they trust and this also extends to
suggestive selling. Your staff should be encouraged to take a genuine interest in the
customer. This goes beyond what they're
shopping for. A simple question about how
the customer's day is shaping up can result
in a positive dialogue. This open conversation will not only build a rapport to increase
the likelihood of an upsell, but it'll also
make your staff's job more enjoyable, as
they learn new things about the customer.
When a customer regards sales staffs'
interest as genuine, as opposed to just
chasing a sale, they're more likely to listen
to advice. Train your staff to think about
how they'd like to be treated when shopping and try to replicate this in your store.
Your sales staff should become a trusted
advisor or friend to the customer while in
your store to increase the chance of making a suggestive sale. Training your sales
staff to be motivated by both enhancing the
customer experience and increasing their
commission will result in a more authentic
interaction with shoppers.

3.

Trust staff to use
their initiative
Apart from fast food retailers,
there's rarely a one-size-fits-all approach
to suggestive selling. Train your staff to use
their inventory knowledge and customer
information to propose appropriate
products. Even though suggestive selling
normally centers on offering lower priced
items, there may be occasions when your
sales staff can recommend a higher priced
product.
An example is where there's a scenario in
which a customer is attending a wedding
and has chosen a dress. Your sales staff
can suggest shoes at a higher price while
saying something along the following lines

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"the shoes truly completes the outfit" or
"the shoes will match different outfits and
can be worn on more special occasions,
so they can be regarded as an investment."
Offering higher priced items when they are
discounted is an even more effective way
to make a suggestive sale. The fact that
the customer is making a saving should be
highlighted.

4.

Personalize suggestive sales
Delivering a cookie-cutter suggestive selling experience will
be off-putting to customers. Customers
want to feel like you genuinely care about
them and personalization is a proven way
of delivering a better retail experience.
Unoriginal responses come across as fake
and customers will be reluctant to believe
what your sales staff is saying. If a customer
asks for an opinion about an outfit that's
not the most flattering, your staff should be
trained on how to break the news tactfully
while offering alternatives. Listening to the
customer will also provide clues about how
to personalize suggestive selling. If they
mention that they're looking for a pair of
sneakers for running, suggest insoles for a
more comfortable running session.

5.

Consider creating
a loyalty program
Take inspiration from Starbucks
and combine suggestive selling with
a loyalty program to skyrocket your
profits. Starbucks revamped its My
Starbucks Rewards loyalty program to
focus on rewarding customers who spend
more. The results were an increase of
18% in net revenue, which amounted to
$4.9 billion. Under the old loyalty scheme,
customers would need 12 stars to qualify
for a free item. The new loyalty program
changed the number of stars required
to 125. The change provided a great
opportunity for Starbucks's staff to make
suggestive sales.

AUGUST 2019 - 9


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Supermarket Perimeter - August 2019

Table of Contents for the Digital Edition of Supermarket Perimeter - August 2019

Supermarket Perimeter - August 2019
Editor’s note - A good suggestion
Contents
The Wire - Impossible Burger coming to retail
New Price Rite stores highlight perimeter
Online shoppers still mostly shopping instore
Younger shoppers demand transparency
ADDING VALUE
SUGGESTIVE SELLING MEETS AI
Packaging innovations
Keeping food crisp with packaging technology
Innovations at IBIE
Bakery - A to Z: Equipping the Bakery
Cookies
Deli - Dinner demand
THE DELI AS A SHORTCUT TO HOME PREP
HELPING SHOPPERS
Fried chicken
KEEPING FRIED FOOD FRESH DURING DELIVERY
Meat & Poultry - Merchandising TRENDS
Bacon
THE TURKEY ALTERNATIVE
Produce - Back to SCHOOL
SINGLE-SERVE, EASY-TO-EAT
Fresh-cut
FRESH-CUT PACKAGING
Seafood - Tuna & swordfish
NOAA makes progress on restoring tuna, swordfish populations
Food safety - BEST PRODUCE PRACTICES
Keeping an eye on supply
Commissary Insider - August 2019
CONTROLLING ALLERGENS
SPOTLIGHT - CAKE PRODUCTION
TECHNOLOGY - PRODUCTION MANAGEMENT
OPERATIONS - OUTSOURCING SANITIZATION
Product Showcase
Advertisers
Supermarket Perimeter - August 2019 - Supermarket Perimeter - August 2019
Supermarket Perimeter - August 2019 - Supermarket Perimeter - August 2019
Supermarket Perimeter - August 2019 - 2
Supermarket Perimeter - August 2019 - Editor’s note - A good suggestion
Supermarket Perimeter - August 2019 - Contents
Supermarket Perimeter - August 2019 - 5
Supermarket Perimeter - August 2019 - Younger shoppers demand transparency
Supermarket Perimeter - August 2019 - 7
Supermarket Perimeter - August 2019 - ADDING VALUE
Supermarket Perimeter - August 2019 - 9
Supermarket Perimeter - August 2019 - 10
Supermarket Perimeter - August 2019 - 11
Supermarket Perimeter - August 2019 - SUGGESTIVE SELLING MEETS AI
Supermarket Perimeter - August 2019 - 13
Supermarket Perimeter - August 2019 - Packaging innovations
Supermarket Perimeter - August 2019 - 15
Supermarket Perimeter - August 2019 - Keeping food crisp with packaging technology
Supermarket Perimeter - August 2019 - 17
Supermarket Perimeter - August 2019 - Innovations at IBIE
Supermarket Perimeter - August 2019 - 19
Supermarket Perimeter - August 2019 - Bakery - A to Z: Equipping the Bakery
Supermarket Perimeter - August 2019 - 21
Supermarket Perimeter - August 2019 - 22
Supermarket Perimeter - August 2019 - 23
Supermarket Perimeter - August 2019 - Cookies
Supermarket Perimeter - August 2019 - 25
Supermarket Perimeter - August 2019 - 26
Supermarket Perimeter - August 2019 - 27
Supermarket Perimeter - August 2019 - 28
Supermarket Perimeter - August 2019 - 29
Supermarket Perimeter - August 2019 - Deli - Dinner demand
Supermarket Perimeter - August 2019 - THE DELI AS A SHORTCUT TO HOME PREP
Supermarket Perimeter - August 2019 - HELPING SHOPPERS
Supermarket Perimeter - August 2019 - 33
Supermarket Perimeter - August 2019 - Fried chicken
Supermarket Perimeter - August 2019 - 35
Supermarket Perimeter - August 2019 - KEEPING FRIED FOOD FRESH DURING DELIVERY
Supermarket Perimeter - August 2019 - 37
Supermarket Perimeter - August 2019 - Meat & Poultry - Merchandising TRENDS
Supermarket Perimeter - August 2019 - 39
Supermarket Perimeter - August 2019 - 40
Supermarket Perimeter - August 2019 - 41
Supermarket Perimeter - August 2019 - Bacon
Supermarket Perimeter - August 2019 - THE TURKEY ALTERNATIVE
Supermarket Perimeter - August 2019 - 44
Supermarket Perimeter - August 2019 - 45
Supermarket Perimeter - August 2019 - 46
Supermarket Perimeter - August 2019 - 47
Supermarket Perimeter - August 2019 - Produce - Back to SCHOOL
Supermarket Perimeter - August 2019 - 49
Supermarket Perimeter - August 2019 - SINGLE-SERVE, EASY-TO-EAT
Supermarket Perimeter - August 2019 - 51
Supermarket Perimeter - August 2019 - Fresh-cut
Supermarket Perimeter - August 2019 - FRESH-CUT PACKAGING
Supermarket Perimeter - August 2019 - 54
Supermarket Perimeter - August 2019 - 55
Supermarket Perimeter - August 2019 - Seafood - Tuna & swordfish
Supermarket Perimeter - August 2019 - 57
Supermarket Perimeter - August 2019 - NOAA makes progress on restoring tuna, swordfish populations
Supermarket Perimeter - August 2019 - 59
Supermarket Perimeter - August 2019 - Food safety - BEST PRODUCE PRACTICES
Supermarket Perimeter - August 2019 - Keeping an eye on supply
Supermarket Perimeter - August 2019 - 62
Supermarket Perimeter - August 2019 - 63
Supermarket Perimeter - August 2019 - 64
Supermarket Perimeter - August 2019 - CONTROLLING ALLERGENS
Supermarket Perimeter - August 2019 - 66
Supermarket Perimeter - August 2019 - 67
Supermarket Perimeter - August 2019 - SPOTLIGHT - CAKE PRODUCTION
Supermarket Perimeter - August 2019 - 69
Supermarket Perimeter - August 2019 - 70
Supermarket Perimeter - August 2019 - 71
Supermarket Perimeter - August 2019 - TECHNOLOGY - PRODUCTION MANAGEMENT
Supermarket Perimeter - August 2019 - 73
Supermarket Perimeter - August 2019 - 74
Supermarket Perimeter - August 2019 - 75
Supermarket Perimeter - August 2019 - OPERATIONS - OUTSOURCING SANITIZATION
Supermarket Perimeter - August 2019 - 77
Supermarket Perimeter - August 2019 - 78
Supermarket Perimeter - August 2019 - 79
Supermarket Perimeter - August 2019 - Product Showcase
Supermarket Perimeter - August 2019 - Advertisers
Supermarket Perimeter - August 2019 - 82
Supermarket Perimeter - August 2019 - 83
Supermarket Perimeter - August 2019 - 84
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