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Managing your business / The ABC of Increasing Sales in your Store

There are always good reasons why some stores succeed and others don't, there's no magic to great sales in a store. If you follow some basic principles you will definitely increase the traffic, and sales in your store.

1.     Housekeeping - An important objective is to encourage people to linger in the store – the longer they are there the more chance they will buy. The store must be clean, bright and orderly. Wipe down the dust, make sure prices are easy and clear to read. Each shelf should tell a story. Group similar merchandise together, there should be a logic in the flow of the store. The place should be inviting, colorful and cheerful. Remember - interior design does not make up for a messy and disorganized store.

2.     Have merchandise people want to buy- In every store there are items that move quickly and others that sit on the shelf. Stock on the shelf that is not moving ties up money. To ensure stock moves, it needs to be in line with customers expectations of what they want to and expect to buy in your store.

• How do you find out? Observation, just being in the sales area, observing and listening to customers and asking questions like" how do you like our selection of merchandise, of books, of tablecloths?" Asking questions gives you information and also establishes rapport with your customers. Never be out of stock of your best selling items.
• Monitor sales data of different departments on a daily basis; look at which items are selling, which colours, what styles and with what frequency.
• Have a reputation for a few product categories. Customers will react by driving longer distances, spending more money and telling others about your store. Develop a reputation for certain product categories, expand the product selection in the chosen categories, so the depth (how many of each product you have in a category), breadth (how many different products in the category) or the unusualness of the selection makes you known for that category.
• Buy small amounts of new merchandise, see if it goes and then buy more. Think about what looks good on the shelf.
• Make sure you have products in the price range that suits your customers. But always have higher priced items as well, not only are there people who can afford them but also people who opt for lesser priced items will like to shop in a store with high priced items.

3.     Have the Right Staff – Suited to your customers. They should look like your customers, your sales staff reflect your store, they are your store.

• WHO are you looking for? In general, hire for attitude and train for skills. The person with the capability and attitude to do the job can usually be taught the necessary skills. Naturally you may be looking for certain experience and skills, but attitude in all areas is important because people buy people not just product, and a positive attitude affects this relationship. In addition, a positive attitude is correlated with dependability and honesty.
• Staffing levels, too many stores are understaffed and lose potential sales, because of lack of service and waiting too long to even pay for items. For the slow times make sure you have a list of jobs that need to be done, train staff to help with marketing and work on that housekeeping.

4.     Create excitement in the store-

• Have a few unexpected items in the stores as well as the dependable lines.
• Have a sale, run promotions, give a free gift with purchases. Advertise, run a flyer, use the net.
• Use the seasons, holidays and festivals as themes for sales.
• Move merchandise around the store regularly.
• Think of holding events and happenings in your store to engage interest.

Do the basics and keep doing them superbly and see customers and sales increasing!