Retail Lab Tips and Advice Winter Newsletteren

These 5 sales techniques will be your allies this Christmas.

17 November 2022 / per Cerdá Group

Christmas, the season that generates the most sales, is upon us. 

Although shoppers are worried about inflation, it is not dampening their holiday spirit, as according to a survey of 4,000 consumers in the US and UK, 80% plan to buy as much or more this holiday season than in previous seasons.

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To help you create a unique shopping experience for your customers we share with you 5 sales techniques:

AIDA Method

It is one of the oldest techniques in existence. It is the acronym for the four steps that make up this technique: Attention, Interest, Desire and Action.
This technique seeks to satisfy the customer's needs in different phases: it starts by attracting the customer's attention, then arouses their interest, then motivates the desire to buy, and finally gets the customer to make the purchase action.

It is one of the most important techniques and generally serves as a basis for the others.

  1. The first step of the AIDA method is Attention. It consists of arousing people's curiosity through something that relates to the user. This could be anything from social media communications to email campaigns.

    In addition, we can also carry out actions that attract people's attention from the physical shop. For example, a beautiful and attractive shop window, well-organised shelves, appropriate lighting, etc.


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  2. The second step is to generate interest. We can make users interested in our brand or shop by highlighting the most important features of our products or services. 

  3. In marketing it is said that you can't want what you don't know. That is desire. Therefore, to generate this third phase, it is necessary to do everything possible to make people aware of your products or services. 

  4. And lastly, Action must be motivated. The fact that the in-store experience is pleasant, offering the person the products they need, favours this step towards action.

    Sales, discount codes, special promotions and in-store actions encourage the customer to take action.

FAB Technique 

The second technique considers three phases within the sales process:
- Features,
- Advantages
- Benefits

Its name is an acronym for each of the phases. First the characteristics of the product to be promoted are presented, then the advantages are presented and finally the benefits of the product for the customer are described.

Discover each phase of this technique below:

  1. In the first phase, the characteristics of the product are conveyed. For example, if the customer comes looking for a shoe, in this phase we will explain all the characteristics of the model we are showing them.

  2. In the second phase, the advantages phase. We communicate what properties the product has. We can also compare it with another product.

  3. In the third phase, we present the benefits by explaining the improvements that the buyer will experience by choosing such a product and the needs it meets.

Do you want to know more about these techniques? Sandra Ruíz, Store Manager and Talent Manager at Supermoments, shows you with practical examples how to apply these two techniques: AIDA and FAB.

 

Cross-selling

This third technique consists of offering a complementary product to the one the customer is looking for. In other words, if a mother comes to your point of sale with her child looking for Frozen shoes, you offer them to her and you can also tell her that you also have matching T-shirts. In this way, as well as making a more personalised sale, you increase the purchase ticket. It is not about selling for the sake of selling, but about offering the customer products that can better satisfy their needs.

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Substitute sale

Now, after understanding crosselling, imagine the opposite case.  An adult comes to your point of sale with their child looking for a Minnie scrunchy and you have run out.

It is important to remember that in any sales process it is very important to avoid saying the phrase "I don't have it" without giving the customer other solutions. This technique is known as the substitute selling technique. Offer the customer a different product to the one they were initially looking for, for example Pepa Big's scrunchy, which will also satisfy their needs in the same way.

Up-Selling

This technique helps to increase the average ticket by offering a product with superior features to those sought by the customer as long as it fits the customer's needs.

In this video Sandra Ruíz explains in depth the techniques of crosselling, up-selling and substitute selling, as well as sharing with you three maxims to take into account in every sales process that SuperMoments has been developing since its beginnings. 

 

Discover SuperMoments Retail Lab

With SuperMoments Retail Lab you have at your disposal free of charge communication and promotional materials so that your customers can identify the products, discover the offers and recognise the qualities and characteristics of the star products for this summer.


And also remember that if you are a Cerdá customer, we share with you all the graphics, product references that we use in our implementations and other resources and tools so that you can optimise your point of sale and maximise your sales. Enter your customer area and discover all the resources.

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Retail Lab Tips and Advice Winter Newsletteren

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