Joe Capillo Strategic Sales Consulting - How to Get More From Your Current Customer Traffic

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How to Get More From Your Current Customer Traffic

The more things change the more they remain the same. Heard that before? I see it every day in my retail travels, and I continue to see that the most important way for retailers in late 2009 and after is to improve the individual performance of salespeople by providing them with a simple "to-do" list that targets the primary drivers of sales performance in our business.

I believe there are two prime principles that drive our business and to get the maximum revnue from every customer opportunity you have to be good at both these things:

First, work through the ROOM. It's the room where your customer's uncertainty lies. It's the look and feel of the room that brings uncertainty to many purchasing decisions, and many shoppers will delay making that decision until they are certain that there will be no costly mistakes made. Solve the room issues, reduce the uncertainty, be able to show it visually, and you will make a lot more sales.

Second, because of the complex decision making process around design issues, a high percentage of shoppers (90%) will not buy on their first visit to your store. This means your goal should be to perform at so high a level on the first encounter that a second visit is assured. Second-time shoppers on a project buy 70% of the time or more, so getting them back is everything!

You can measure this yourself but if you don't maintain traffic records, you can't. Customer visits start everything, so you must begin any effort to improve with that stat. If you don't count traffic in total and by sales associate, begin today.

Visit our website at www.joecapillo.com and go to the Solutions Store to buy my new book on how to do all this and make the changes you must make to succeed in this strange new world of ours. You can also go to Amazon and look for "Living on the Top Line". The book is for everyone in furniture retailing, owners, managers, and salespeople.