Tampa, FL--I've often told jewelers, "I want to convert your store into a a 'by appointment only' store. We'll put a sign in your front window that says 'walk-ins welcome." It's not as scary as it sounds. There are four specific reasons why I preach this:
1. You Make More Money. Appointment sales increase sales and hence income because the closure rate and average ticket amount purchased are greater. The reason is because the client has mentally prepared to make a purchase before ever stepping into your store. They have cleared their busy calendars are are focused solely on the decision at hand.
2. The Customer Buys More. Again, clients typically show up for their appointment in a buying mood since working with you is their only mission for the moment. As a result, they are more likely to purchase more than just one item. Walk-in clients come in with a mission to buy "an item." Clients with an appointment come in more likely to purchase a "wardrobe of items."
3. The Purchase "Sticks." Again, since it is a more contemplated purchase the client is more confident in their decision. When clients are focused and have time to process the pros and cons of their decisions they are less likely to return their purchase.
4. Greater Customer Satisfaction. Many jewelry purchasers are motivated by "resourcefulness." They want to maximize the time spent working with you. An appointment communicates that they have your undivided attention, you have prepared for them and that you value them as a person.
Our goal is to increase the percent of sales that you make as a result of pro-actively setting appointments. Remember, the store owner doesn't need you to simply "makes sales." They need you to "create sales." This is what will drive retail sales as we move into the future of technology.
Terry Sisco is CEO of Exsellerate, Inc., funny-maker, uplifter, mischief maker, father. Exsellerate has revolutionized retail sales training and made it "entertrainment," given it a millennial voice, made it ridiculously easy to learn on-demand style through social media platforms, and given sales consultants a sense of community, purpose, and the tools to crush their sales. Like us at www.facebook.com/exsellrev, call us at 813-787-7355, email at firstname.lastname@example.org, and visit us at www.exsellerate.com.