Not knowing these things can disrupt the flow of an otherwise well-planned sales presentation. If you have ever experienced the frustration of a navigation screen locking up momentarily, you can better understand the customer’s potential for frus- tration when you hesitate. The less often this happens, the better off you’ll be.
WHO’S DRIVING, WHO’S NAVIGATING
The best illustration for your sales staff and your sales floor merchandising is to think of each salesperson as a navigation system, your sales floor as the region in which you want your customers to travel and your customer as the driver behind the wheel. This means it’s important to have every possible route pre-planned and ready, to be able to respond to customers’ unexpected changes of direction and to navigate them back to the best course for their product and service needs. As a salesperson, it is crucial to know what your manager has in mind when mer- chandising your store. If you’re a manager and/or owner, make sure you and your sales staff are on the same page in understanding why you are choosing a specific layout. If there is no specific merchandising plan, you’re in trouble. One of UCLA bas- ketball coaching legend John Wooden’s quotes is “Failure to prepare is preparing to fail.” Your team needs to know what play you’re supposed to be running.
MAKE ’EM WALK FOR THE GOOD STUFF If your store doesn’t already have an established merchandising plan, here is something from Merchandising 101. You want to have your least understood, least “asked for” and most profitable items most prominently displayed. The pull brands and “sex appeal” items are the ones you display less prominently in terms of the
6 TIPS FOR PROFITABLE ROUTE GUIDANCE
■ Know where the ad items and/or “pull line” products are displayed.
■ Know your stock levels of these items and sell what you have in your store right now.
■ Ask qualifying questions to determine how the customer wants to use the destination item.
■ Know the features, advantages and benefits of the advertised products.
■ Know where your system architecture items (i.e., speakers for a head unit, amplifier for speakers and security systems to protect the aforementioned items) are displayed.
■ Present system architecture items early and often.
26 Mobile Electronics June | July 2012
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