Build Your Retail Sales Basket by Using Exploring Questions to Uncover Hidden Needs
Retail Sales Trainers the world over speak volumes about the importance of asking open-ended “discovery” questions to help determine customer’s needs. These include questions such as:
- “Who is this product for?”
- “Why are you investing in a new product”
- “What do you like/dislike about your current product”
- Where and how will you be using your product?”
There is no doubt that these, and other open-ended questions, are critical to understanding your customer’s needs and determining what products you will be recommending to them. But there are other questions that you should be asking as part of your retail sales process. We call these “Exploring” questions and they are designed to help uncover hidden product needs with your customer. Unlike the questions noted above, exploring questions are closed questions that are part of a planned sales process that is designed to increase your ability to sell multiple items and add-ons to your customers. Let’s look at some examples by retail segment:
Wireless Retailers – Do you want to sell more home and car chargers? Then have retail associates ask your customers:
- “Have you ever been in your office or car and found that your battery was running low?”
Footwear Retailers – Do you want to sell more polish or sundries? Then have your team members ask:
- “Have you ever noticed that you can’t find a can of polish when you are getting ready for a big night on the town?”
Pool retailers – Would you like to sell more algaecide? Get your retail sales representatives asking:
- “Have you ever found that you have algae in your pool?”
Auto Parts Retailers – You can increase the sales of jumper cables or emergency kits by asking your customers:
- “Have you ever been worried that you might get stuck on the side of the road and not be prepared?”
These questions are designed to encourage your customer to say “yes” and then allow you to present a quick solution to the problem. So teach your team members to use exploring questions such as the ones above to create opportunities for new sales in your stores.
Are you seeking new ways to help energize your retail sales team? Contact us for a free one-hour consultation or let us design a retail sales training program for you and your team!
- David Goodwin is the Principal of the Retail Advocacy Group. As a 30 year veteran of the retail industry he has hired, trained, and performance managed thousands of retail sales representatives and retail managers. You can learn more about instructor-led, e-learning, and other training solutions for retailers at www.retailertrainingservices.com.