Tuesday, August 28, 2012

Suggestive Selling Techniques

Many of our medical customers are adding retail selling space to their locations to increase their revenue streams with instant cash flow. Suggestive selling is a merchandising technique that can increase your retail product sales - sometimes without having to say a word!

Celebrity Endorsements
Whether we agree with it or not, celebrities offer selling power.  If you have a product that endorsed by a celebrity such as an famous actress or musician, then showcase it. Maybe you have a local community figure that loves your items too. Use signage or visual aids including their picture and a quote of how the product worked for them.  Prop these aids next to your retail product display. These images and words suggest educate that the product worked for these well-known people and they are putting their name behind it. This builds trust and credibility in the product and encourages more sales.

Write It Up
Take a tip from doctor's prescription pads and write down the products you used or recommended to your patients. This gives them a visual reminder of the products you discussed. You can show them the product to let them touch and feel it such as brace, a new cane, or a power chair. Not only does this provide the patient confidence to use the item, but also gets them closer and engage with the product. A slightly more hard sell approach is pre-packaging the items for them potentially offering a discount as they go towards check out.

Cross Sales and Up Sales
Stock your displays or retail product tables with related items. A new brace and a pain-reliever cream   or a mastectomy bra and a fashion head scarf. Offer a discount for the cross-sell product with the purchase of the other item. This allows clients to try products they haven't tried before but feeling their a getting a good value. You can also up-sell by offering value sizes of certain items, 2-for-1 deals, or half-off the second like item. This is a more promotional selling tactic but the goal is to increase your average ticket sale plus the patient might fall in love with the new product and drive a repeat purchase.

Group It
Your patients want to know they are getting a good value. Increase the perceived value by grouping products together. Creating retail product sets of pain relief kits, or cane accessories make your customers feel they are getting more bang for their buck.  Package the set in a ready-to-go bag. This allows easy carrying to the check out area and again the customer feels they are getting more value with a potentially reusable travel bag.

Selling retail doesn't have to be overwhelming or so stressful. Suggestive selling can take a more soft-sell approach that customers appreciate and respond to by buying! Happy Selling!

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