In today’s tough economic climate, getting a sale is great. But before you celebrate, make sure you’re doing enough during the sales process to keep that customer from returning the product. In JCK Magazine’s “11 Ways to Reduce Product Returns,” consultant Tim Malone shares tips on selling right the first time.
Use these tips to reduce returned sales:
- Train Right: Sales staff must know how to sell fashion-forward jewelry, versus a commodity. They need to listen to the customer to be sure they present suitable merchandise.
- Sell Right: While shoppers can be persuaded to buy an item that’s different from what they had in mind, they may not keep it. Malone says sales associates must listen carefully to the customer, focus on the appropriate product features, and use lots of trial closes to make sure the customer doesn’t feel pressured.
- Matching Buyer Signals: For gift jewelry, the buyer’s motives may depend on his or her perception of the recipient. For example, a ring sold as a gift for a mom should be positioned differently than one being sold to a wife. A good salesperson can match up the shopper’s buying signals to the right jewelry.
- Matching Budgets: Malone says this can be tricky, since some customers can afford more than you think -- but a big sale won’t mean a thing if the customer returns it.
- Following Up: Call customers a few days after the sale and convey the same sense of excitement as when they sold the piece. Be sure to ask if the customer has worn the jewelry (with self-purchasers, you should encourage them to do so before they leave the store). Malone says once a piece is worn and seen, it is less likely to be returned.