Free Range Retailing

by Deane Parkes

Studies prove for every 10 customers offered a suggested add-on, six will purchase. If the add-on value is $10, you increase daily sales by $100 for every 10 people. This will add up fast if you make the effort to train your staff on how to up sell. Now, I am sure some of you will be saying – 'I do not like to be pushy with my customers.' I understand that, as no one enjoys being pushed into buying something they do not want.

The key is to only suggest something you would buy if you were in their shoes. During a recent visit to a health food store, I stood back and observed a line up at the cash register. Three people were working the counter serving customers. Every customer was offered an add-on but the interesting point was that it was for a product they wanted. They were offered a savings if they bought a larger size or two or more bottles of what they were about to buy. It was just a way to help save the customer money by encouraging them to buy more than one of the items they were already purchasing. No customer will be upset if you are trying to save them money. The results were incredible. I saw more people go for the savings than not. A rough estimate is that over 40 per cent of the store's daily sales is a direct result of this selling approach and it took very little effort.

Could you use a 40 per cent increase in sales? When I had a small chain of vitamin stores in the late 70's, we had signs on all key supplement shelves, clearly explaining the savings if a person bought larger sizes or more than one size. This makes it easier to upsell, especially if you work in a busy store where the supplement department is separate from the cash area. The signs train your customers to buy larger sizes while also showing your interest in saving your customers money.

There are many ways to incorporate upselling into your business plan. It just may take some thought to create the best scenario for your business. The results prove it will have a big impact on your bottom line. A positive workplace We know how much energy it takes to get through the day, yet by adding positive words filled with love, appreciation and gratitude, we create a healthier workplace. I realize this is the opposite of the old hard management style of business and seen as 'soft' to some who fear some people will take advantage. Who made up that story?

Studies are proving a healthy workplace – where people enjoy their work – produces better results, gets through tough times with less layoffs and has less staff turnover. Making a difference in people's lives is a big reason we enjoy the natural product business. This goes for all levels of business – from management to staff to suppliers and to our customers. I believe successful businesses in the future will focus on making a difference in the life of everyone connected to the organization. Laughter is the best medicine When I first came into the business, Paul Bragg and others spoke of the importance of maintaining a proper acid alkaline balance. Sam Graci and others have continued this today by showing people how to reduce acidity and increase alkalinity for better health. A study from Germany showed of everything we do, laughter promotes alkalinity the best. The next best thing is deep breathing, followed by movement and lastly diet. How many people focus on making sure they eat right yet spend little time laughing? Children laugh hundreds of times more during the day than adults. Bringing more laughter and goodwill to your workplace will increase the health of the employees and the health of the relationships with your customers. It sets a very positive emotional tone for your business.

Suggested reading

I picked up a copy of Don Miguel Ruiz's book The 5 Agreements. It is a follow up to his first book The 4 Agreements. I had forgotten the simple yet profound ideas he shares. The first agreement is, "Be impeccable in word." At first, I thought this related to the words I use when speaking to others. Though these do have an impact on our life, the words with the most impact are those we play over in our head. The stories we tell ourselves each moment of the day. What is the story you play inside yourself? Does it align with who you want to be or the results you want to have? Is our story filled with feelings of fear, doubt, uncertainty, love, appreciation or understanding? Do we believe our story is controlled by others or determined by the personal story we have agreed to? If we changed the story in our head, would our life change? Personal responsibility – Olympic athletes train four hours every day, for six days every week. How long do you train to be the best at your profession? •