A Dirty Term
The Associated Press reports that "fast food is becoming a dirty term." McDonald's and Burger King realize that sales are soft because the fast food age is over-cooked. People now respond better to "fast casual" or even "fan food."
The "Close" is retail's version of the term "fast food." This phrase is a throw-back to the 1990's selling culture.
Millennials want it their way. Even though many prefer to buy online, tech savvy Millennials make the trek into the store because they want the consultant's expertise and guidance in making an informed purchase decision, not pressure-filled closing techniques.
Conversions Without Closing
Conversion rate is still an important retail KPI. Consultants must be retrained to grow their sales through relationship building skills and learning the progression of steps that lead customers to a purchase decision.
4 Simple Fixes to Improve Conversion Rate
- Grasp the fact that NO ONE WANTS TO BE CLOSED... including you!
- Just as McDonald's customers still want to purchase food, your customers still want to buy jewelry. It's still selling. Just different.
- Retrain consultants the steps to improving conversion rates without closing
- Ban the term "close" from the store. Instead use "commitment."