Store Employees: Do Yours Help or Hurt Your Store?
No matter how strong a store is merchandised or how fantastic your product is, you can assume that some of your sales simply come as a result of your employees. Knowing this, it’s natural to wonder just how great – or not so hot – your employees are.
Think back to a time you walked into a store and were greeted with a friendly smile and an assertive yet not too pushy associate who took the time to engage you in the store product. Now recall an experience when you walked into a store and were not greeted with even a hello and left without being acknowledged at all. Both actions delivered by store employees influenced you in your shopping experience, however only one of these scenarios likely resulted in an unplanned purchase or at least an enjoyable shopping experience.
The goal of your store employees should be to demonstrate knowledge and interest in the product or service they are selling while also communicating in a professional manner. The key here is to remember that your employees are a direct reflection of your store and often, they are what consumers remember more so than the product. This said, in addition to their knowledge and interest of your store product or services, also consider their personality and style. Do they complement your store, as well? They should.
Having the experience or at least the interest in the products being sold is essential. But this will not equal the right sales approach in all employees. Make sure that your employees are aware and well trained in communicating to customers the way in which you want them to. All new hires should be trained accordingly, as well as reviews / trainings / store meetings should take place on a quarterly or bi-annual basis. Without communicating your expectations of sales to your team, you cannot ensure the best customer service from your associates.
Finally, while it can be tempting to hire friends, family, or just someone who you get along with, make sure their passion towards your store purpose is on track with your own. This will reflect in their sales performance and customer service and ultimately, in your store sales.