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
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