Sales Tips

Making the Most of Holiday Cheer

While they may not be as busy as September and October, November and December are crucial months for your bottom line. The secret to keeping the momentum going is to train your sales crew on how to take advantage of the "let's spend money" mindset of the holiday season.

During the holidays spouses and children are looking for something that dad wants. Are you ready for these newcomers?

"Whatever you do, don't talk down to them," said Joe McBride, President of McBride's Inc. in Austin, Texas.

"Be courteous," suggested Rusty Eichorn, co-owner of Glen's Army Navy Store in Grand Rapids, Minnesota. "If someone is coming into your store with a general lack of knowledge, be kind and work slow. Don't overwhelm them."

Sometimes being a friendly store starts with good signage, Eichorn said.

Many shoppers will be looking for an unusual gift for their loved one, so you will have to be on the alert all year long to find inventory that is unique, McBride said.

Have members of your sales crew take turns saying hello to customers as they come in.

Ask questions and listen closely to their response. Again, you want to put new customers at ease so don't bowl them over with question after question.

If a shopper tells you they are just looking, let them browse but circle back in a few minutes to see if they could use some information.

Another tip that is very effective requires a little up-front planning on your part. It's a good idea to keep index cards on all of your regular customers. Ask the customer if their husband or dad shops at the store. If so, you can check their card and find some of their preferences for loads or clothing, etc.

It's a good idea to offer gift certificates at your store.

McBride said he tries to set aside a part of the store that caters to gift-giving. Perhaps you can display gifts between $20 and $50 in this section.

End caps are a great place to highlight "stocking stuffer" items, Eichorn said. By this, he means items that are under $20 such as gloves, compasses, etc.

Maybe one end cap has items from $1 to $10, another has items from $11 to $20, etc. And, to make sure holiday shoppers know about your store - advertise. Let the community know that your store "has great gifts for dad."