Tuesday, March 29, 2011

Increase retail sales with Suggestive Selling!

For the DME and HME providers, adding or boosting your retail sales is one way to combat the competitive billing situation swirling around us. Suggestive selling is a technique used to sell retail products in a non-pressuring way. Sometimes the hard sell approach can have your customers running the other way. Utilizing a softer approach to win over your customers and increase your sales!

Here's how to incorporate suggestive selling techniques:

Script - Create short scripts to help start the product discussion with the customer. Probing questions such as are they having any mobility or pain issues? If they are currently using other equipment, what do you like about those items or are they having any problems? This lets the staff member know areas which are appropriate to recommend or problem solve. Providing your staff with key attributes can provide competitive advantages to educate and promote the product. Facts such as... "93% of users said this product relieved pain instantly... or 98% of users increase their activity levels" provide benefits and data. Ask your vendor for these tips or pluck them off their provided sell sheets. If possible, offer clients a try before your buy promotion. Be sure to note what samples you provide on the client's record and follow up via phone call or email to see how it is working.

Star Power - Celebrity endorsed brand can be a selling magnet. Whether we love or hate the certain celebrity brands they definitely can move retail items. Be sure you prop these products with photos of the celebrity. You can also take this to a more hometown level by working with a local community celebrity such as an elected official or community director. Host an event to tie into their cause and be sure to take some PR photos!

Cross Merchandising - Propping correlating products together offers the opportunity to introduced clients to products they might not have tried. Maybe you have a best selling cane line prop it next to your new insole products. Create catchy signage such as "Use together to walk better -and pain free!".

Visual Merchandising - Create an inviting and attention catching retail area. Your business needs to look the part. Copy those retail powerhouses - department stores. Make retail displays that speak to the season, your latest product promotion or upcoming event. Tie in retail paper shopping bags, tissue paper, and promotional packaging of items in group sets. You can also create magic tables (just like those department stores). Take a circle table, drape it with a white cloth, and create a featured display. Ideal for a try me area where customers can play with the products or to feature your monthly promotion such as new brace or pain relief cream.

There you have it. See that wasn't so bad! Selling retail products can be fun, adds value for your client's experience - and increases your bottom line. Try some of these tips today and share your ideas below. Happy Selling!

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