2. Convert shoppers into customers. This is where personal selling, the fourth component of promotion, comes into play. The other three forms of promotion serve to inform shoppers and get them to the store, personal selling gets them to buy the product. Some may need lots of personal attention, others only a little. Part of the training you should give your sales people (or realize yourself, if you are the only person on the staff) is how to recognize how much attention each shopper needs to turn them into a customer. You have a destination store. Shoppers don’t come into it if they are not at least slightly interested in the products you have to offer. The higher your conversion rate (percentage of shoppers that become buyers) gets, the more money hits your bottom line.
Check back Wednesday for Step e