Fast Food Experience
Most of us probably would have to admit that at one time or another we have succumbed to the fast-food drive-in experience. In case that doesn’t sound familiar I will try to jog your memory:
You pull up at a nationally known burger joint and stare at the menu board trying to figure out just exactly what will do the least amount of damage to your arteries while some barely audible kid’s voice blares at you from a tin speaker. Inevitably whatever I order whether it is a hamburger at lunch or a cup of coffee in the morning on my way to an appointment the follow-up query seems to be “Do you want fries with that?”
Most recently this query has been refined to inquire as to the size of fries I might want adding that I can be super-sized for a small upcharge. The amazing thing to me is that it always seems to be fries that are being pushed even if fries don’t exactly match up with my order.
I’m the type of person who would order fries if I wanted fries so I am not a good candidate in this environment. I have to assume however that this strategy works for most customers or the burger joints wouldn’t continually use it.
Suggestive Selling
If you know the nature of retail salespeople you know that suggestive selling is a technique that must constantly be reinforced. I would assume that to not suggest fries is met with some mild admonishment at the very least—and with a much harsher reprimand or some equally punitive reminder at worst. The bottom line is that the margin on fries must be outstanding.
Increased Sales Volume—and Margin
The point is suggestive selling not only works but can add significant percentage to store sales volume and margin. In most shoe stores shoe care products insoles and even socks for that matter wouldn’t achieve the volume levels they hit today if not for suggestion by a salesperson.
According to the National Shoe Retailers Association’s 2008-09 Business Performance Report sales of non-footwear items increased from 7.6% of sales to over 12% of sales between 2003 and 2007. There is even some speculation that this increase may contribute favorably to the improvement in store turnover that has been reported. I see this as a distinct possibility.
My Contention
My contention is that suggestive selling when done properly is not only additional sales and profits to the store but also service and therefore value to the customer. Inexperienced or poorly trained sales associates are happy when a customer simply makes a buying decision for a primary item. The only other decision that therefore needs to be made in their mind is method of payment. The seasoned sales person on the other hand sees the selling process as just beginning when the customer agrees to the shoe sandal or boot. Socks are a no-brainer for shoes and boots. There will also be no better time to suggest shoe care products and insoles. Handbags and belts in some stores can also improve the value of the transaction.
Make It Fun
Getting sales associates to remember to offer additional items to a customer requires constant attention. Making a game out of suggestive selling can make for a lively morning meeting with the sales staff. Give the same item to several different sales people at the same time and allow them each thirty seconds to pick up as many additional items as they can think of. Thirty seconds is about the time you have to take a customer’s purchase to the cash check out area. Have each associate explain what items they found and why they felt they would be a good complementing purchase and then add up the total value of this imaginary sale. Then give the associate who has come up with the most profitable list of add-on sales some small recognition—say five or ten dollars.
This is all about more sales and you want to instill the fact that the more you sell the more everyone makes. This exercise brings a lot of fun and laughter as you discuss the items and add up their value. Watch how this simple little exercise translates into more added sales during the days that follow. Better yet use it as a kick-off to a week-long contest on suggestive selling. Give prizes for first second and third place. Make it competitive—you can also post each day’s results in the backroom to make it fun for everyone.
It’s Not “Pushy”
I have heard store owners complain that some sales people feel that they might be pushing something on the…
Customer Interaction
My answer to that is always the same: If the customer doesn’t want it she will let you know. If you don’t ask you will never know—and your customer may have missed out on something that she simply hadn’t thought of something that could make her day (or her outfit).
Role of Sales Associates
One of the main responsibilities of the sales associate is to give the customer the opportunity to make the purchase. After all isn’t that what sales associates are being paid to do? And who better to make an add-on suggestion than a sales associate who has product knowledge a sense of what goes together and information on what’s trendy fresh and/or unique?
Retailer Strategies
Retailers continually struggle to reinvent themselves refine assortments and closely manage expenses and inventory. I encourage all retailers to pay more attention to suggestive selling practices this coming year as well. Teach yourself to listen to the techniques retailers outside the footwear industry use in suggestive selling. It doesn’t matter whether they’re selling tires food jewelry books or something else. How they do it could be adaptable to your store for whatever kinds of additional items you carry.
And the next time someone asks you if “you want fries with that?” you’ll be able to recognize suggestive selling for what it really is: more sales and better profits.
About the Author
Ritchie Sayner is vice president of business development at RMSA Retail Solutions which works with retailers to improve performance. He can be reached at RSayner@rmsa.com.
Ritchie Sayner
nsra.org
Summary of Fast Food Experience
The article discusses the pervasive use of suggestive selling in fast-food chains and retail emphasizing how this approach can significantly boost sales and margins by prompting customers to consider additional purchases. It highlights the importance of training sales associates to effectively implement this strategy turning it into a fun and competitive practice to enhance customer service and value.
“If the customer doesn’t want it she will let you know. If you don’t ask you will never know—and your customer may have missed out on something that she simply hadn’t thought of something that could make her day.”
Real-World Examples of Suggestive Selling
Suggestive selling is a common technique used across various industries to boost sales and enhance customer experience. Here are a few real-world examples:
- At coffee shops baristas often suggest adding a pastry or a larger size drink to complement your order increasing the average transaction value.
- In electronics stores sales associates frequently recommend purchasing extended warranties or accessories like headphones and cases when a customer buys a new phone or laptop.
- Online retailers often use suggestive selling techniques by displaying “customers also bought” sections encouraging shoppers to add complementary items to their cart.
