Retailers Must Focus on creating very
dynamic and exuberant FIRST POINT OF
CONTACTS in Branded Sales
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Retailers cannot justify investments on a
blind luck. Retail is an exact science. Let’s break through the barrier and
take the game one step further.
Take a tuning fork and bang it against a hard
surface. The tuning fork will begin to vibrate. Pick another stationary tuning
fork, do not bang it; just bring it closer to the one vibrating. The one
motionless will start to vibrate and match the other fork’s frequency.
Positive attitude and enthusiasm are
infectious. If your FPOC (First Point
of Contact) is beaming with energy, with a vision to excel,
believes in the superiority of the brand, stands motivated and gets excited to
see a potential customer, your sales will soar. As a rule, good sales staff
makes sales. But great sales staff makes the brand.
Personal
Brand determines the strength of the organization. Simply put, customers BUY sales people First before the
actual product. The "Brand Value"
gets created in their minds because the consultant has built his / her appeal.
Psychologically, they equate one with the other!
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As humans we think in images - about
situations, people, places and products. Plainly, sales do not have a life of
their own. But untrained FPOCs will bring your brand down to match with their
personal vibration. In retail sales; lack of product knowledge, confusion,
agitation, fear, minimal eye contact, not listening, being unable to speak with
authority, being unable to transfer the brand image into the mind of consumer,
being unable to communicate the right message, low degrees of self-esteem and
hesitation get picked by customers very easily. And the “image” which gets
created in one's head about the brand is that of “weakness” and “unreliability”.
The potential client then politely thanks and
walks out the door.
Proper training and grooming is as mandatory
as the hinges of the front door which swings it open.
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