Recently I talked about EDUCATION as a vital part of the sales process. Today, I want to talk about MOTIVATION!
In the quest to make that perfect connection with your patient/consumer, you have to remember that not everyone will have the same desire as you to go the extra mile. Your desire may be to sell luxury product, but a staff member may be more comfortable taking the “easy way out” and selling the first item a patient sees. The unfortunate reality is that not everyone is as motivated as an owner to create a long-lasting connection or to raise the average retail selling price in the store/practice. Thus, we sometimes have to incentivize the team to represent the practice/store in the manner you want, and to achieve the goals you want to achieve.
Strategies to consider when motivating a staff to sell luxury products:
• Offer incentives – contests (rewards for selling a certain number of frames over a certain price-point), spiffs (compensation for reaching certain sales goals), etc. I hate to admit it, but nothing works better than this. We have years of experience working with retailers and whenever we offer a contest or spiff, our sales increase. We would all like to think our product sells itself, but incentives do help.
• Ask your sales representative if the brand (if it is branded product) offers discounts for other categories within the brand – a watch, a handbag, apparel, shoes, etc. People love “stuff” and will be more motivated to sell a brand they wear themselves.
• Work with companies so the employees can wear the luxury product you want to sell. Again, people love to wear expensive frames AND this will help sell the product if the staff “supports it”.
• Celebrate the success – there is no greater motivator than celebrations. People, by nature, want to do well and want to be rewarded… Have an impromptu party at the end of the day. Bring lunch in for the team. Announce to the office when a special frame has been sold. Do something to celebrate the goals you want to achieve… Drive people to the behavior you want to encourage.
MAKE IT FUN. BE CREATIVE. If you keep things fun and creative, the team will thrive and you will reach your ultimate goal of selling more luxury product AND creating a great connection with your patients.