Compare and Contrast for Better Results as a Retailer | Retail Today With Bob Phibbs, the Retail Doctor - Flash Briefing
I talk a lot about retail sales training and one of the things I find that really impacts is getting the right people into your store to begin with. A lot of us ask very nebulous questions, “What are your goals in five years?” All of that is in the future. What I always say is go back and find something they did in the past. One of the questions I like to ask when I'm interviewing somebody is “I want you to think back to the last retail job you have had. And I want you to think about a time when somebody came in to buy x, but you are able to sell them y.” And the reason that's so important is I want them to be able to compare and contrast because let's face it, you could go online and there's 140,000 SKUs for the one thing that somebody could look for.
The chances that you have that in your brick-and-mortar store might be pretty slim. However, if you can get them to compare and contrast it, then they could say something like, “Would you be interested in something the same or better?” A customer who drove all that way into your brick-and-mortar store would probably be open to it. But unless the employees can think on their feet, they're probably not going to be very good at boosting your sales. Your goal is to find out how they compare and contrast and then get them to think on their feet. And when you train them, that's how you build your brick-and-mortar store.