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Megan Crabtree

You Don’t Have to Be Next to the Customer to Close a Sale

Text messaging allows you to target clients with the right content to make sales.

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AS RETAILERS, WE all have a slower season throughout the year where our traffic decreases. With the outbreak of COVID-19, you could have already started to see a decrease in traffic or could in the near future.

I personally have had multiple retail clients affected with this decrease in traffic who have reached out asking what they should do. I believe we should react as we do during our slower seasons. Yes, a traffic decrease can result in a decrease in sales, but I also don’t believe sales are only generated by actual foot traffic in the showroom. So how do we generate sales without foot traffic? According to Mgage, 49 million people will choose to receive business-related SMS (text) messages in 2020, and believe it or not, SMS messages have a 209 percent higher response rate compared to calls, email, or alerts through social channels.

I am a big believer in taking the SMS approach to providing a personalized concierge service. What does a personalized concierge service entail? Through these messages, you can send photos, videos, and personalized content to make it not only convenient to the client, but easy to say yes.

With that in mind, how do you choose which clients to send this content to or what pieces to show? Generate a focused list of customers based on sales history. How many clients do you have who have purchased from you before and could be candidates for an additional purchase? This could be a client who purchased a sapphire necklace in the past, so you can send them videos and photos of sapphire matching pieces. Or how about how many clients who purchased engagement rings but have yet to purchase a wedding band? You could send this client a picture and video of their exact matching band.

When sending videos, speak in the background as if the client was next to you in store. This will create a personalized experience for the customer, and I promise they will be impressed!

In conclusion, you don’t always have to have the customer in front of you to close a sale. Get creative, think outside of the box, and find ways to create sales!

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Megan Crabtree is the founder and CEO of Crabtree Consulting. Before founding Crabtree Consulting, Megan had a successful professional career in the jewelry industry, which culminated with high-level positions at several of the top firms in the retail and manufacturing sectors. Reach her at [email protected] or visit us at www.crabtreeadvisory where you can set up a live chat or a 30-minute free consultation.

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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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