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Conversion rates in furniture retailing are generally low relative to many other types of durable goods retailing. Consumer research leads me to believe one major cause is that consumers think there are too many options and have difficulty making a final decision without seeing more stuff in more stores.

Consumer shopping habits have changed in the current economic environment and internet shopping is way up. They're also visiting more stores seeking the best deals on the right stuff. But here's some personal research that I believe is critical to all furniture retailers: first-time shoppers in your store on a specific home furnishings project make their purchase on that first visit less than 15% of the time on average. On their second visit to your store on the same project, they purchase over 60% of the time. Better salespeople have better numbers on both ends of this scenario, and less productive salespeople have worse results, but the close rate on second visits is extremely high.

So, it seems to me that one goal of any initial contact on a specific project is to work in a way that connects you to the people and the project in such a way that your level of service goes beyond merely telling and showing, but becomes more problem solving, advising and consulting. In other words, dealing with all of your customers' issues including those relating to the room because that's where the problem is. You can't help solve a problem you don't understand - all you can do is talk and hope.

Customers share their personal information and allow follow up contact only with salespeople they like and trust, and who they feel have a sincere interest in understanding their needs and finding solutions.

Developing a lot of "be-back" customers is the single best way for salespeople to improve the quality of thier customer opportunities. The salespeople who have either the best first-time needs analysis skills and closing skills, or the most be-backs have the highest closing rates. Closing rate (or conversion rate) is the single most important factor in the sales equation - after customer opportunities - over which you have control. The way you work determines how many be-back customers you get.