You know that feeling you get when you walk into a business and no one seems to know anything about the products they’re selling? You’re asking for help and they’re sending you to the wrong aisle, burying their heads in the computer — or worst of all, shaking their head and shrugging. Not only does this erode customer confidence, it usually ends with no sale. It certainly won’t inspire repeat business! Why would anyone return to a store where the staff are clueless about what they’re selling?

Our goal is to provide as much knowledge to our vendors as possible, so that they can properly guide their patrons to the best buying decisions. How can this be accomplished? Store trainings! Regular store trainings are the most effective way to avoid the dreaded shrug and watch your business thrive. It all boils down to these three elements: foot traffic, product knowledge and training benefits.

The fourth financial quarter of the year is notorious for high foot traffic — real live people pounding the pavement at brick-and-mortar stores. Halloween, Thanksgiving, Black Friday, Christmas, Hanukkah and Kwanzaa all fall in “Q4,” so it makes sense that it exceeds all other seasons in terms of dollars spent during in-person visits. It goes without saying that as a retailer, you want to optimize your sales during this time, and ensure customers are buying the proper items, so they aren’t returning them the day after Christmas! After all, this is the time when people are not only motivated to shop, they are more or less required to find something for everyone on their list. Why not turn their obligation into something that exceeds their expectations, and even gets them talking to their friends about how your store is the perfect go-to place for gift ideas, whether it’s fun stocking stuffers or something more substantial?

The key to maximizing foot traffic is preparation. Walk through the store as if you were the consumer. What products do you have front-racked? Are there gift ideas spelled out for people who aren’t quite sure what they’re looking for? Are the displays eye-catching and leading the customer on a path to more and more items? Get your “store experience” plan in place well before the panicked shoppers arrive. That way, instead of frantically pulling items from other areas on the fly, you can greet customers at each pre-prepared stop along their journey, and chat them up about the products that catch their eye.

Products are the star attraction. That’s why product knowledge is the best way to ensure sales success. It’s really that simple. Make sure that the customer is connecting with the product they want, or the product they want to buy for someone else. Ask questions to keep them engaged. “Who are you buying for?” or “Is this for yourself or a gift?” are great starters to get on the path to a sale. Then give them the highlights of the item they’re considering. What are its benefits? Who was it designed for? What has the feedback been from people who have purchased it before? These are all important factors in deciding whether or not you’re going to put something in your cart. If the sales representative has all the answers, it’s reassuring and creates an important connection.

An employee can be outgoing, attentive and helpful, but if they don’t know whether or not a product works better for men or women, that’s not going to translate well. We want the individuals selling our products to feel so comfortable with the product information that it just rolls off their tongue. That way, they’re in the perfect position for an upsell! We love trainings on product pairings, which benefits the consumer because employees can pass on that knowledge and create a more fulfilling experience for themselves and the person they’re buying a gift for. As a gift giver, it feels satisfying to have a “story” to go along with a gift. Not just, “I found this myself on the rack and thought it looked okay,” but rather, “The woman at the store says it’s the absolute best hands-free massage gel, and told me that it pairs beautifully with these candles.” Everyone wants to put some meaning into a gift, and it’s the salesperson’s job to give them that product knowledge as part of the purchase.

Advice and guidance are especially important when it comes to intimate products used on sensitive areas of the body, because a customer might feel inhibited about returning the item, not wanting to talk about it further since they “got it wrong.” They are far less likely to return for future purchases if they were steered in the wrong direction the first time. Incorrect information doesn’t just hinder one sale, it disconnects the customer from the whole experience of shopping for intimate products. On the flip side, a great experience can also lead to one of the most valuable sales tools out there: positive word of mouth.

The benefits of a well-trained staff are plentiful. Improving sales is the most obvious benefit, but training can also reduce staff turnover. How? Imagine you’re working in a store and you keep failing to close sales because you just can’t seem to connect customers with the right products. You’ve read all the labels and gone online to find talking points, but you’re not closing deals. Your manager thinks you’re not trying hard enough, which makes you resentful, and the cycle continues until one day you quit or get laid off. Now imagine that you attend a store training and get in-person advice on how to hold the products, show them off, talk about their benefits and upsell potential. You learn little details about how the product came to be, what the focus groups were like, and maybe even some funny anecdotes to share about the development or marketing of the product. Now you’ve got some investment in what you’re selling, and you feel confident out on the floor. Suddenly your sales are soaring, the manager is happy and you’re receiving a bonus. Thorough product trainings also ensure that staff can answer questions with ease on the spot and overcome any obstacles to a sale with key facts and details. A well-trained staff is a happy, productive one, which reflects back to the customer.

Let’s return to our walk-in experience. You know that feeling when you’re talking to a salesperson and they know all about the products they’re selling? Yeah, that’s what we want, too.

To Prepare Your Retail Store for the Holidays, Train! By Jared Pomerance originally appeared in XBIZ

Our success in this industry revolves around the ability of retail associates to build relationships with customers new and old, and in my 20 years of experience turning around troubled companies and retail locations, I’ve witnessed the same basic principles lead to success every time: relationship building, providing and fulfilling a need, and closing the sale.

These are the basics that you need to master if you want to not only be a great sales associate, but build a team of talented associates that results in success for the whole company. I’d like to share my wisdom on how to hone these skills.

I managed brick-and-mortar retail stores for more than 15 years and ran a “top five” store out of 100 in North Carolina. I was always in the top three for sales in the state personally, and was responsible for training all the associates, store managers and district managers in North Carolina — about 25 people each month. It was these years of training that shaped my beliefs about sales and management, and my tried-and-true method for success. Now, as the national sales director for United Consortium (System Jo), my view hasn’t changed. It’s still all about people.

Relationship-Building

People buy from friends, so as a sales person you must develop the ability to create a friendship immediately. Don’t worry, this can be learned! I’ve watched the shyest associates go from staring at their feet when customers walk in the door to actively participating with a few simple strategies.

Start with the first impression. Greet your customer at the soonest appropriate time, tell them your name and ask for theirs. There is nothing people like more than to hear their own names because it fosters the feeling of a “custom” experience. You can say, “Welcome! My name is Brian. And you are…?” Be excited to see them, give them a big smile and use an inviting tone of voice. I actually use a higher tone of voice when I deal with customers directly because I’ve noticed that it gets better results.

Remember that excitement is contagious. The customer will only be as excited to see you as you are to see them. If you’re gazing at the floor, why should they bother to engage? I used to tell my trainees, “Think about someone you’re excited to see every time you see them. How do they behave when you meet?” I always got the same answer: “They light up when they notice me, they smile and rush to give me a hug. They make me feel good.” I can think of several people like that in our industry, and whenever I go to events I anticipate seeing them because, let’s face it, we all want to feel good!

Creating & Fulfilling a Need

Every customer that walks through your door has a need they did not know they had, and you’re going to give it to them. Let’s say they come in looking for a specific toy. Great! Take them right to it. Then add, “If you like this, I think you would love this one!” Start walking to it and motion for them to follow. Choose the most expensive toy that is similar to the one they were seeking, believe it’s the best, and create a story for that item.

Story is a key element of this process. You can sell nothing without a story. Personal ones are the best, but if you do not have a personal story, steal one from someone else! You have nothing to lose by giving them some interesting details of your own or someone else’s experience with this toy or line of toys, and of course they can always say, “No, I want the other one.” You’re still making a sale. But why not build on their need, and use your expertise to guide them toward a fuller basket? “Great. Let’s get you that toy you came for, and then you’re going to need these, too!” Start walking to the accessories that go with the toy. They will follow.

You are the expert. Remember, you only need to know one more thing than someone else to be an expert at something. “You will need this toy cleaner,” for example. Start with the most expensive. “Oh, you will need this lube,” you can say. Then start walking and they will follow. Do they have a loved one they want to be more intimate with? Have they seen the incredible items that just went on sale? Is there a question they have that may seem less embarrassing now that you are “friends”? You can even tell a story about a question that someone else once asked you that turned out not to be as embarrassing as the customer thought.

Closing the Sale

Believe it or not, I have seen sales lost time and time again due to not asking simple questions to get the customer to the register. After all the work put in with this person, you must make a closing statement that leads to finalizing the sale.

Here are the four main types of closes:

1. Assume the sale: “Did you want to pay with cash or credit?”
2. Give options: “Did you want me to ring you up for this toy or the other?”
3. Suggestion close: “Based on your needs, I think this would be the best for you. Ready to take this home today?”
4. Urgency: “Let’s ring you up. We just got these back in stock, and they keep selling out!”

I believe in these three principles, and I’m happy to share my wisdom with you because lifting up others is a win-win. Before my life in business operations, I was an infantry soldier in the U.S. Army assisting in public relations. I worked with the United Nations Honor Guard in Korea and traveled the country parachuting into airshows. It was an exhilarating time in my life, and I’ll never forget that feeling of winning over new people every day as a representative of my country.

I’ve carried those relationship-building skills with me into the business world and found that it’s the formula for success. I hope it works for you too!

Relationship-Building Is Only the First Step to Closing Retail Sales by Brian Woolard originally appeared in XBIZ

Upselling. It’s a tricky game, trying to hit that target of being helpful to your customer, but not annoying or pestering them to get a sale. Not all retailers do it, but if you get upselling right, it’s certainly worth it. I’ve been to corner shops countless times and faced a barrage of offers, such as “Would you like to buy some fruit cakes today for only £1?” or “Can I interest you in some toffees? They’re on sale.” Each and every time, I refuse. I’m simply not interested, and because I’m only in there for a bottle of milk or a loaf of bread, I have no need for these other products. The upsell just isn’t useful or relevant to me and it often leaves me feeling irritated — this is a perfect example of how not to upsell.

Now, if I was buying, let’s say, dog food, and I was offered dog treats at the till, would I consider the upsell? I’m a huge dog lover and my chocolate lab/spaniel cross, Barney, is my fur baby, so yes, I would absolutely consider it — and will probably buy three or four packs because I’m a softie. A successful upsell!

Upsells are a great way to boost sales and sell items that customers wouldn’t ordinarily come in to buy without buying something else. It also helps to give your customer a better experience, and if they enjoy their purchase, there is a much higher chance they will return again.

Your upsell can’t just be “a great offer,” though. Not everyone will want the offer, so it isn’t going to be as “great” to them as you may think it is. The item has to be relevant to the transaction. Give the person a reason to buy your upsell. The product may work well with something in the purchase, or it may be required in order to use something that the customer has bought.

So, what upsells work in our industry?

Time for an example. Your customer brings a beautiful vibrator to the till and hands over their card to pay. You ring it up and then open your mouth and say… “Do you need any batteries at all?”

That’s it — you’ve nailed it! As long as the vibrator requires batteries, this is a great product to complement the sale. Even if your customer has batteries somewhere in their home, it’s usually easier for them to buy them there. This way they are sure, and they can be confident knowing that they will be able to use their purchase when they get home.

Once home, the thrill of their new purchase will hopefully be enough to drive them to return to your store in future.

For other upsell ideas, you just have to think of what products marry well together. For example, for butt plugs or dildos, you can suggest a lubricant as an upsell. Bondage collars can be sold with wrist and/or ankle cuffs (and vice versa), and why not suggest a blindfold to a customer buying a whip, explaining to them that it adds to the excitement and anticipation of not knowing when the next crack of the whip will strike?

Upsells are much easier in a physical store than through an online website. They don’t require programming or setting up, and the product can be placed strategically nearby within easy reach. For an online store, it becomes a slightly more complicated process.

Luckily, though, many off-the-shelf retail software packages and templates feature this type of system already built in, and just need the administrator to program in the upsells manually. These can be in the form of pop-ups (so when a customer adds a vibrator to their basket, a pop-up suggests to add the correct batteries to their order too), reminders (in the checkout, you could have a message similar to “Did you remember to add lube?”) or by related products on the product listing itself. (“Customers also purchased these” or “These products work great together!”)

Upselling can be a great way of maximizing order totals and increasing revenue, as well as giving your customer a positive and useful buying experience. These extra little sales aren’t designed to be “hard sell” purchases but will complement the sale and leave your customer feeling like they have had the complete package.

How to Successfully Upsell Adult Retail Shoppers by Daniel Miller originally appeared in XBIZ

How do you resurrect a boutique that is going down fast? A common mistake that is made, which leads to the further decline of a boutique, is putting a hold on spending. Managers often do this to show their owner a smaller loss, but it is a lethal mistake! As the old adage goes, “you have to spend money to make money!” In retail, the problem is that you can’t survive if you don’t have stock. When you allow this to happen, you are left with old, stale and unwanted product. A store with empty shelves and walls looks like it’s going out of business.

Worse yet, when sales decline, morale often drops to an all-time low. The team’s desire to be a team and keep the store afloat diminishes. It’s very challenging to bounce back and obviously very costly to do so. The problem is only amplified if it’s a “mom and pop” shop that doesn’t necessarily have the spare cash to keep the store afloat while it’s rebuilt. Eventually, you will have to make the decision to restock and make your shelves and walls plentiful again. By this time, you are running very thin with good staff and sellable product. Again, “it takes money to make money!”

The best advice I can give is to begin your search for support within the vendors and manufacturers you support. If you don’t ask, the answer is always no. If you do ask for a little help from time to time, you will more than likely receive support from the brands to which you have been loyal. Some vendors are willing to give you product to fill space with the agreement of maintaining that space with their product. Others may be willing to offer deeper discounts or longer terms. The main objective, however, is to build that morale and unity back up so that when you do get your store back to the “full” appearance it needs to be successful, you have a sales team that is ready to contribute to that success!

Refresher courses and seminars from your top vendors often result in better product knowledge for your sales force and even sample product for them to try out at home. The best part is that these seminars are free! We all know it’s easier to help speak to the quality of product when we have tried it ourselves, or at the very least, when we know how to explain it thoroughly to the customer. This also allows you to demonstrate to your staff that there are people out there that are willing to help. It is obviously a win for all. It’s important to know the difference between taking advantage of others and working with others to benefit both parties. Your vendors are often your key allies when trying to conquer any problem in a store. Leverage their strength, knowledge and training ability as much as you can.

A great start is working with what you have and exhausting your resources once you have a good, clean platform with which you can work. I mean this literally! Get your establishment clean and orderly and get yourself some systems in place to maintain that order. If this means scrubbing floors or bathrooms, then that’s what it means. When your staff sees YOU doing the hard work, they won’t hesitate to do the same when it’s their turn. Once that’s complete, you are ready to reach out for help. Let others know that you are first willing to help yourself. I find that you will receive the most out of people when you demonstrate the fact that they will receive the most out of you in return.

Lastly, carefully analyze your sales team to see which members have strengths that can be utilized. For example, is Sally good at selling high-end toys, but has little to no lingerie sales? Profile each of your employees to target areas for improvement. We often do not know what our team is capable of until we allow them to teach us as well! Be open to the possibility of learning from the people that are on the front lines dealing directly with guests. Promote those that are willing to bring new ideas to the table and put in the required work. There will be people that have moved up the ladder solely because of friendship, while others might be a better fit for the position. Give everyone the opportunity of growth and do not let nepotism plague your operation. If you overlook these talented people, they will likely seek opportunities elsewhere. Don’t be afraid to make these necessary changes. This is, after all, your business, and at the end of the day, YOU are the responsible one. Those that do not agree or understand this growth are only contributing to the failure of your business.

I am fortunate enough to have had several opportunities to travel to other Deja Vu boutiques to help out however I can. While the goal is to help others seek out new ideas and better ways of operating, it is always a huge learning experience for myself and the team that travels with me. I always leave inspired. I always find something to take with me and implement when I get home. These experiences have definitely given me an advantage when it comes to operating a business. Traveling to other adult boutiques may not be something within your reach but you can always check out your local competition. This research can begin right in the comfort of your office by simply checking these places out through social media or seeing what they are doing differently in the consumer’s eye to receive five-star Yelp reviews. There is no shame in imitating ideas that have proven themselves successful in similar businesses. Change is scary but it always pays off!

Resurrecting Retail: Why Keeping Shelves Stocked Is Key by Megan Swartz originally appeared in XBIZ

Creating a branded experience in your store can do more than boost sales. It helps build credibility to stand out against other retailers, and boosts confidence among consumers that want to know that they are buying from an established business that has invested not only in supporting themselves, but their associates as well. Having well-educated and confident sales associates is reflective of stores that have made product education a priority — to not only ensure that they can offer the best customer service but that they can be trusted to offer great and reliable assistance.

The resources and expenses of creating branded experiences has changed significantly over the last five years. Printing assets used to have incredibly high minimums, making it unrealistic and expensive for individual or smaller stores to do much of their own branding on various materials. Printing at smaller businesses usually required technical skill in creating and executing documents, which can be tricky if you do not have a graphics team to support you.

Over the last several years, marketing companies have been able to identify the gap between big business printing and small business restrictions. There are several online platforms that you can use that will help with design, printing and other details that may have caused obstacles in the past.

Companies like VistaPrint online give you a lot of options, with pre-made templates for design that do not require you to have your own graphics artist or team. Minimums are smaller and pricing is affordable for businesses of all sizes. They also give you a large range of materials to have printed, such as banners or large posters, which would have been pricey and harder to find before. Other online printing businesses to check out are: Uprinting.com, PrintPlace.com and GotPrint.com, to name a few. You do not need to go crazy — think about two signs that you could use the most on the sales floor, and the two items that you recommend to customers the most. Start there and you can add and adjust as you go to see what is most impactful for your store and customers. You may be tempted to use the store’s computer to make a sign whenever you need it. For example, if you need a quick sign for dressing rooms or the cash wrap area … check out the online resources that are available to help you design one. These types of details on store materials can enhance a customer’s perception of your business.

Establish a store culture that creates consistency in branding. All store signage should have the same logo, font and general “look.” Signage at the cash wrap should be minimal and not flooded with random flyers and posters. Each guest that checks out is given the exact same bags, tissue, inserts, etc. Exterior signage matches the inside for a connected experience. Product section signage is uniform across the store, creating a more organized and impactful experience. Floor ads are themed to other activities in the store with, you guessed it — coordinated signage. Having signs or posters made to match your floor set could cost as little as $20; it is so worth it for the long-term experience. Something to keep in mind is that it costs twice as much to gain a new customer as it does to keep a current one. One way of keeping current customers happy is to make their shopping experiences new and fresh. Having coordinated floor sets and sign changes will give the customer the trust of shopping at one of their favorite places, but it will feel like shopping in a new store each time. If you need help with this type of store activity or want help with it, manufacturers and distributors are so excited for this type of opportunity. I promise, please ask us!

When bringing new employees onboard, it’s important to have consistency and structure — so everyone gets the same training, and that consistency is seen when helping the customer as well. It is so important that these new associates and sales reps buy into the brand and the brand experience. Their onboarding, while having some serious moments, should also be fun and engaging. The experience you create for a new person will often be the experience they create for their customers. No one loves hours of paperwork or mundane HR training. Take this opportunity to show your new people why shopping with you is fun — why your store is different, and why consumers should choose you over your competitors. I go into certain stores that are so rule-driven that the shopping experience feels so autonomic. Aside from the regular comments when someone comes in such as, “How are you?” “Are you looking for anything particular?” “Let me know if you need anything,” create some new patterns and verbiage to incorporate into the shopping experience at some time. For example, what’s each customer’s favorite color? What type of phone do they have? Open-ended questions that are not the norm but lead to fun, sales-relevant conversations.

Start partnering with your distributors to gain more access to their materials. It is so hard for distributors to manage all the marketing materials they have on-hand, as well as what each manufacturer has available for them. Do not be shy! Ask your sales rep if they can reach out on your behalf to your favorite brands or top-selling brands and see what they have available. You will be surprised at all the signage and store materials available. Typically, if you do not see what you are looking for, it can be created for you.

At the end of the day, we are all doing what we can to make a difference in our business. The difference that makes it stand out compared to the competition and the difference that makes people choose to come back time and time again. As manufacturers, we support you trying to make the difference and want to help. Branding is one way to stand out and stand up for your business. To quote Thomas J. Watson, “Good design is good business.”

How to Create Elevated Experience in Retail Stores by Danielle Seerley originally appeared in XBIZ