Retail sales planning

The selling process starts with preparation. Effective selling begins before you meet a customer. You should aim to always be prepared and present yourself professionally.

Your surroundings need to be ready and you should have a clear sales plan in place. Your staff should be well-trained in customer service and core sales techniques.

Retail can be a competitive sector. You should aim to be unique and approach retail sales in a way that positively sets you apart from the competition. See what is your unique selling point?

Customer relations

Customer service is vital to retail success. Consistent service standards help build trust and repeat business.

You will need to build rapport with potential customers very quickly and treat each customer as an individual. Consider using a customer relationship management system.

Selling technique

Emphasise the benefits of your product or service rather than focusing on features alone. Be passionate when you describe a feature of a product or service. Explain its function and how it can benefit a customer, providing evidence and making sure the customer knows 'what's in it for them'.

Always address objections fully and use them as an opportunity to reinforce the product or service benefits.

See negotiate and close the sale.

Merchandising

Merchandising is how you present your products to potential customers. It is an essential part of your business image and should be considered when developing your marketing plan.

You need to understand your potential customer and create:

• an attractive environment – appealing products and services, clear branding, an inviting storefront, and effective signage
• comfortable space to shop or do business in – a clean, welcoming interior with well‑presented products
• a place which encourages customers to return – a professional environment supported by helpful staff

See visual merchandising for your retail business.