Retail Today with Bob Phibbs, The Retail Doctor

What’s Your Conversion Rate as a Retailer? | Retail Today With Bob Phibbs, the Retail Doctor - Flash Briefing

As the Retail Doctor, people often ask me, "How can I get more people into my store? How do I attract more shoppers?" And while it's good to attract shoppers, you better know your conversion rate, because just getting more people in the door isn't the begin all and end all. It's how do you convert those lookers into buyers? When you look around at how different types of businesses have made a difference, I think it always comes down to framing the entrance to your store.
Now let me explain. Probably 20 years ago, I think it was, Toyota had a model car dealership where they just put a big square around the door. It sets off that entrance, and they noticed that sales went up. So now if you go out and look around, you'll see the big square that goes around most new auto dealerships, and that seems to work.
At some others, like Mimi's Cafe in California, they plant all the pots and they put everything around the door so it looks like a garden. But you understand that's the focal point. For you today, maybe you've got a strip center or something else. You could always put pots or something out and then a welcome mat to really show that you're open for business and you want people to understand you are there to grab their attention. Once you get them in the door, then you want to start looking at how you can convert those lookers to shoppers. That's your tip for today from the retail doc.
If you love what you heard on Retail Today, connect with Bob by visiting retaildoc.com or send a message to bob@retaildoc.com. Thanks for listening!

What’s Your Return Policy In Retail? | Retail Today With Bob Phibbs, the Retail Doctor - Flash Briefing

You know, returns are at an all-time high in online and it doesn't look like they're going away. In fact, online shoppers, I think, can return up to 30, 40, even 50% depending on your category. But what about in your own stores? What's your return policy? If you have one that's archaic and you have it up at the register, and it's like, "No returns without this, this, this, and this," then it's a "Got you!" moment for a shopper.
So, my tip for you today is if you have a liberal return policy, make sure that your crew tells all your shoppers about that, so they can relax and get that same convenience they would get in a brick-and-mortar store that they come to expect in online. But of course, if you been listening to me for a while, you understand that the fitting room for apparel businesses is the key because the person who tries it on is 70% more likely to keep it.
That's your tip for today.
If you love what you heard on Retail Today, connect with Bob by visiting retaildoc.com or send a message to bob@retaildoc.com. Thanks for listening!

How to Close the Sale in Retail by Reframing the Product | Retail Today With Bob Phibbs, the Retail Doctor - Flash Briefing

You know, people often hire me as a sales coach to train their crews or to train their brand boutiques. And people often say, "How do I close the deal? How do I get that customer to buy it now and hand over the money?" Well, it's really simple. You have to go through and spend enough time to build rapport that they're going to tell you everything they want from a product. And so, to close the sale you have to reframe how your product does more than they were expecting.
So what I usually do for that, and your tip for today is, that when you're trying to close a sale, make sure that you repeat at least three things they said they wanted in a product that yours does better than any others. And as long as you do that and then shut up, you'll probably be able to close the sale. Don't do the loser's limp where you ask, "Is it too much money? Is it wrong?" You start putting doubt. You want to close more sales, make sure you reframe how your product does more than the shopper was expecting and ask for that sale.
If you love what you heard on Retail Today, connect with Bob by visiting retaildoc.com or send a message to bob@retaildoc.com. Thanks for listening!

How to Schedule for the Rush | Retail Today With Bob Phibbs, the Retail Doctor - Flash Briefing

We're coming into the busy season in retail and the one thing that I always see people struggle with is scheduling. They want to go through and they want to schedule for the task or whoever is convenient to work, but the key for you is to schedule for the rush. That means you need to look at your schedule and decide who are the doers and they want to just do tasks and who are the ones that are actually selling your merchandise and make sure that those who can sell are the ones that your shoppers are most likely to meet, not people who can just go through and fold something or arrange it or dust it. That's your tip for today.
If you love what you heard on Retail Today, connect with Bob by visiting retaildoc.com or send a message to bob@retaildoc.com. Thanks for listening!

Do Your People Look Engaged? | Retail Today With Bob Phibbs, the Retail Doctor - Flash Briefing

Do you know what good customer service looks like? You know, a lot of times when I walk around in various retail stores, I see managers who are managing tasks, but I don't think they really understand what great customer service looks like. And it's really quite simple: Do your people look engaged? Does the shopper look engaged? What does their body posture look like? And the other part of that is: Understand that customer service should have an end where the shopper takes action. Maybe they buy something or leave their information, but you just don't want people talking to other people. There has to be a goal.
So that's your tip today, to look around and see: Do your associates, do your shoppers, look engaged? And if not, well, you should probably get some retail sales training from a guy like me. 
If you love what you heard on Retail Today, connect with Bob by visiting retaildoc.com or send a message to bob@retaildoc.com. Thanks for listening!

Attitude | Retail Today With Bob Phibbs, the Retail Doctor - Flash Briefing

I have a friend who went to Italy not that long ago, and when she got back I said, “How was the trip?” And she went on about how the bags all been lost at Kennedy and they were on the tarmac for four hours and she went on for what felt like five hours, it was probably just a few minutes, but I just said, “Did anything go well on your trip?” And then she said, “Oh, well, yes.” And she told me some of the sites that she saw. 
I think the challenge for all of us is we speak in the language of disappointment right now. We want to tell that story of how somebody got away with something or an online bandit stole their sale or somebody used a phone in your store and you lost a big sale. We have to change that idea that the only way we talk to people is in things that went wrong.
Your goal, especially when it comes to talking to both customers and employees, is to talk about being positive, to talk about things that went right, to talk about how somebody overcame something. That's how people get a feeling. That's what they want to go to. They want to go to your store to feel hopeful and they want to meet people that are positive and hopeful as well. And you know who that starts with? You're looking at them in the mirror. It’s you.
If you love what you heard on Retail Today, connect with Bob by visiting retaildoc.com or send a message to bob@retaildoc.com. Thanks for listening!

Virtual Training | Retail Today With Bob Phibbs, the Retail Doctor - Flash Briefing

Do you hate training employees? I know most people do. They feel like it's a time suck, or I have to say the same thing over and over again. Or worse, they have somebody trained who really didn't like retail or sales training and then they have somebody else that they trained, trained somebody else, and now you've got a copy of a copy from people who didn't really like training.
One way to get around that is to use online retail sales training. That way everybody gets the exact same message in bite-size forms and you can hold them accountable for it. I use SalesRX, which is my online virtual interactive courses because they stop an employee from being able to just watch a video to where they have to interact and think about things that they heard, and then you're able to roleplay it on the floor so that they get quick wins. 
Ultimately, you're trying to solve the problem of what do we do and how do we do it in such a way that you could hold employees accountable through mystery shops and through employee reviews?
If you love what you heard on Retail Today, connect with Bob by visiting retaildoc.com or send a message to bob@retaildoc.com. Thanks for listening!

Feedback | Retail Today With Bob Phibbs, the Retail Doctor - Flash Briefing

We've talked a lot this month about retail sales training and holding employees accountable. One of the biggest skills that I think people miss is “How do I give feedback?” Because ultimately you would need to be able to give feedback that's both good and bad, right? So I always suggest first off that it's private. You don't ever want to get feedback like in front of other employees or customers. You want to do it somewhere off from everybody else to hear and then use the Oreo principle, which is start off with something good, then you've got something that may be bad or that they could do better, and then, you want to give them positive reinforcement to go with it.
So maybe you're going to start off with a goal. “This is what we wanted to do, but unfortunately, you're missing it. What I think you're doing is you're taking too much time with customers or you're hiding behind the racks or whatever it's going to be. But I know that you can do a good job of it because last week you are a #1 seller of whatever that product is.”
The important thing is to realize that feedback, both good and bad is the foundation of managing a team and why they probably call you boss.
If you love what you heard on Retail Today, connect with Bob by visiting retaildoc.com or send a message to bob@retaildoc.com. Thanks for listening!

Hiring | 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.
If you love what you heard on Retail Today, connect with Bob by visiting retaildoc.com or send a message to bob@retaildoc.com. Thanks for listening!

Your List | Retail Today With Bob Phibbs, the Retail Doctor - Flash Briefing

Do you have a loyalty program or an app or something like that? I hope so necause people who have joined your list voluntarily, whether they're a customer or someone's that familiar with you, is the cheapest way and cheapest group to whom you can advertise. But a lot of times we forget about it. We might have an email list, but maybe it's on your website and we don't really think about it.
So you want to think today about how you're going to grow that list because that list is your most valuable source of marketing information. Make sure you have a contest. Make sure you have your employees well set up to talk about the benefits of being on your reward program and make sure that they do it. Share those numbers every week in your weekly meeting because your goal is to brand shoppers buts so that anytime they want something they remember you. Once you have a list, you can reach out to them once a week or a couple times a week. You can find ways to connect with them so that they never forget you’re their favorite store.
If you love what you heard on Retail Today, connect with Bob by visiting retaildoc.com or send a message to bob@retaildoc.com. Thanks for listening!