This is the last week before Christmas. That means last minute shoppers. It also means sold out merchandise. This can be a problem, but a good retailer can turn it into an opportunity.
As you would expect from the creator of a blog titled Small Biz View, I work for a small business. That means my company only carries what we need to carry. I will increase our stock around the Holidays for certain “best sellers”, but what sells well at one time may not mean it sells well later. So we run the risk of running out of items. What can you do?
You teach your sales associates the power of suggestion. If you don’t have x in stock, suggest y. For every Nook™, there’s a Kindle™ (or vice versa). Unless the person receiving the gift SPECIFICALLY asks for item X, tell them the benefits of item Y. Don’t assume you’ve lost the sale, simply because you don’t have the item they’re looking for in stock. Also, if the customer seems reluctant, offer them a discount on the alternative. What’s 15% off when the alternative is NO SALE!
And don’t stop with that item. Get your sales associates to ask, “What other items are on your shopping list?” or better yet, “How can we help you cross some more items off your list?” The last minute shopper would love to be able to get everything in one place and not have to deal with even more lines and more driving.
This brings up another important issue: STAFFING. Have your best staff on hand up till Christmas. If you hire temps, stick them on the register and get your best people on the floor helping customers shop. Nothing grates a customer’s nerves more than when they ask a question and the sales associate can’t answer immediately. During the last minute rush, it’s even more aggravating. Have your most knowledgeable staff walking the floor and making sales.
Your full-time associates will also be more likely to suggest other items, and have the product knowledge to make the sale.
So, in this last week of Holiday sales, are you ready for the last minute shoppers?
Joe Robles 