typical traffic flow of your store. The goal here is to make sure the customers see, feel and hear as much as possible before they reach their “destination items.” For example, if you and your customer are talking about head units with DVD, navi-
gation, Bluetooth, etc., the first place you want to walk this customer is out to his or her vehicle as the first step toward the destination item. You’re looking for clues that best fit the primary features of what the customer is looking for as well as for product and service opportunities that he or she may not have thought about or did not know were offered.
If you see a child seat or toys in the back seat, for instance, this is an opportu- nity to discuss auxiliary screens and installation. Any horsepower and performance badges or stickers can lead to a discussion about a radar/laser diffuser system, or a head unit with a performance-related feature. If you see real estate guides or legal paperwork, chances are good that this person might be interested in knowing the benefits of Bluetooth or other productivity-enhancing products.
MAKE STOPS ALONG THE ROUTE
When you lead the customer back into the store, show him some selections from your perspective and expertise based on his needs. While the destination item will close the sale, the quality and profitability of your total sale will depend on how well you are able to offer your “system architecture items” (a.k.a. add-ons) that go along with the customer’s destination item.
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.”
When the destination item is a head unit, for example, the system architecture
items you lead them to can be audio enhancements such as: speakers, amplifiers and processors; accessories including high-end wire, cable and connectors; or style and ergonomic products such as a phone holder or detachable face case. The list goes on. These items are critical to the customer’s perception of the value he re- ceived from his investment with you.
PRACTICE YOUR ROUTE GUIDANCE
Here is something to think about when learning where products are currently placed: an amateur practices until he or she gets it right; a professional practices until he or she can’t get it wrong. This includes having to adjust to changes in floor merchandising. Your store manager may want to emphasize a different product or service, and make changes in where those new key products and services are being merchandised.
As a professional, keep up with the changes and work on adjusting your presenta- tion to target the right system architecture items. When you know where everything is and your presentation is free from hesitation, the chances of closing a more profitable sale are that much higher. ■
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