ASK THE EXPERT: DON’T LET POINT OF SALE BE THE END

Don’t let even the smallest sale go by without trying to see if it can be the foundation for something much more. Here, our expert, BJ Stringham of UWM Men’s Shop and Selling Is, emphasizes the importance of not rushing customers to the point of sale, as it can miss opportunities for higher-value purchases.

Recently one of our customers initially only wanted to buy a  pair of  socks, but ended up buying an $1,800 jacket after being offered a suggestion by an attentive sales associate. The key takeaway is that delaying the point of sale can lead to increased sales, as it allows for further engagement and potential upselling. Techniques suggested include asking a coworker to process the sale discreetly and offering additional items at the point of sale, which often results in additional purchases or future interest.

• Consider additional ways to continue engaging with customers beyond their initial request or at the point of sale.
• Look for opportunities to suggest additional complementary products to customers to increase sales.
• When rung up, ask coworkers to complete transactions quickly so you can continue conversations with customers.

Remember, heading to the cash register doesn’t have to be the end of the sales process: It’s just the beginning.

Photo, top, by Snapwire.