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Stop Making Excuses for Sagging Sales — and Do This Instead!

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Bob Phibbs gave this advice at Conclave.

Have you uttered these excuses for why business is down?

Competitors are all online.

We can’t compete on price.

It’s hard to find a place to park downtown.

What’s the answer?

First, says Bob Phibbs, the Retail Doctor, the experience in your store needs to be like an amusement park: bright, interesting and changing. Think of what you sell as souvenirs and your store as the main attraction, he suggested to an audience at the American Gem Society Conclave last week.

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“They aren’t loyal to stuff; they are loyal to people,” Phibbs says. “They are buying better versions of their lives. Our task isn’t nurturing enthusiasm for the brand as much as it is about overcoming customer indifference. There are too many places to buy too many products.”

Make sure your store is “idiot proof,” which means not intimidating, and easy to navigate.

Make sure your team isn’t having too good a time among themselves behind the counter and failing to connect on a human level with whoever is coming through the door.

Truly engage with everyone who walks in. Find something you have in common with them, ask an open ended question, look them in the eye, be happy, smile and say, “Good afternoon.”

“Don’t ask me how I am!” Phibbs says. And don’t ask, “Can I help you find something?”

Only about 10 percent of shoppers can answer that question. Most really are just looking. About 60 percent want “something” but aren’t sure what; another 30 percent want to know what options are available.

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This article is an INSTORE Online extra.

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SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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Tips and How-To

Stop Making Excuses for Sagging Sales — and Do This Instead!

mm

Published

on

Bob Phibbs gave this advice at Conclave.

Have you uttered these excuses for why business is down?

Competitors are all online.

We can’t compete on price.

It’s hard to find a place to park downtown.

What’s the answer?

Advertisement

First, says Bob Phibbs, the Retail Doctor, the experience in your store needs to be like an amusement park: bright, interesting and changing. Think of what you sell as souvenirs and your store as the main attraction, he suggested to an audience at the American Gem Society Conclave last week.

“They aren’t loyal to stuff; they are loyal to people,” Phibbs says. “They are buying better versions of their lives. Our task isn’t nurturing enthusiasm for the brand as much as it is about overcoming customer indifference. There are too many places to buy too many products.”

Make sure your store is “idiot proof,” which means not intimidating, and easy to navigate.

Make sure your team isn’t having too good a time among themselves behind the counter and failing to connect on a human level with whoever is coming through the door.

Truly engage with everyone who walks in. Find something you have in common with them, ask an open ended question, look them in the eye, be happy, smile and say, “Good afternoon.”

“Don’t ask me how I am!” Phibbs says. And don’t ask, “Can I help you find something?”

Advertisement

Only about 10 percent of shoppers can answer that question. Most really are just looking. About 60 percent want “something” but aren’t sure what; another 30 percent want to know what options are available.


This article is an INSTORE Online extra.

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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