(we'll publish all 7 parts over the next few weeks)
FUELSTREAM Newsletter #48: Top 5 ways to keep up selling top of mind and another 3 Management Rules
Top 5 ways to keep up selling top of mind
Top 5 ways to keep up selling top of mind:
Place a box of chocolates at each cashiers till for them to up sell
Why: Cashiers often claim that they are NOT up selling or promoting because the customers are regulars and have heard the promotion before. This is often just an excuse.
What: You can give them an answer to this issue by providing another option they can suggest specifically to those customers who don't want to hear about the promotion.
Where: Place a box of chocolates or sweets next to each cashier's till where customers can also see it.
When: Cashiers must first offer the existing promotions, but if they see a customer who has heard it before, they can offer one of the chocolates to that customer.
How: The principle is that no customer should be helped without the cashier promoting or up selling something.
Type up and print out suggested combinations
Why: We often train cashiers to tell customers about a promotion if they buy a product that's part of that promotion. For example, if a customer buys a Coke 500ML the cashier is likely to tell the customer about the existing Coke 500ML promotion. This is good behavior, but there may be an even better solution.
What: Up selling is one of our most important tools to increase sales. We should take it seriously and this means we should put some thought into what cashiers say and which options they suggest. It should not be left to the cashiers to decide how and when they promote. You should review each month's promotions and create a short list of suggestions that cashiers can be trained on.
Where: Most up selling or promoting happens at the till. Therefore your most important promotions should be merchandised at the gondola/shelf ends so that they are within easy reach of customers.
When: Here's the trick, when a customer buys an item that's on promotion, the cashier should not suggest the same item to the customer. The cashier should suggest a promotion that compliments or extends the item being bought.
How: For example, when a customer buys a 500ML Coke, the cashier should not suggest the customer buy another Coke 500ML if there is a promotion for 2 x Coke 500ML. The cashier should suggest the Simba chips promotion, or the Cadbury chocolate promotion. Something that compliments what the customer is already buying. This will prompt the customer to spend even more because they are not just adding an item, they're still buying the Coke as well as a completely different promotion.
Here are a few examples:
If the customer buys a drink, offer a chips or chocolate promotion.
if the customer buys chips, offer a drinks promotion.
Laminate promotions and put up so cashiers can point it out to customers
Why: Another excuse that cashiers use is to say that it takes too long to explain the promotions to customers. Especially when the site gets busy. However, this should be the exact time when you promote even more vigorously.
What: Many customers are auditory learners. That means they prefer to "hear" about a promotion. Many other customers are visual learners. This means they don't respond as well to being told about a promotion. They need to see it. At the till, you should make provision for both.
Where: Take the A5 promotion leaflet, laminate it and put it up close to the cashier till, where customers can see it. This makes it easier for the cashier to also point to the leaflet and offer a promotion.
When: For example, the cashier can point out the leaflet to the customer and say something like "Have you seen our Cadbury promotion?" or "Did you see you can buy 2 cold drink cans for R15?"
How: Another tip is to instruct cashiers to speak clearly when offering a promotion. Often a customer in the queue will decide to buy a promotion after hearing the cashier promote it to another customer.
Laminate A5 promotion leaflets and hang them from attendants belts
Why: I've seen this at a few sites where the attendants have a laminated promotion leaflet hanging from their belts or clipped to their shirts.
What: Often it's difficult for the attendants to talk about the shop promotions. If they have the leaflets close by, it makes it easier for the attendant to tell the customer about the promotions inside the shop.
Where: You can also place laminated A5 promotion leaflets in the toilets or in an approved frame at the food offer.
When: The attendant can show the leaflet to the customer while processing the card payment on the wireless terminal. For example, when the customer is speaking to the attendant and watching the attendant, their attention will be drawn to the promotion leaflet and they might see a promotion they like. Also, as the attendant stands close to the driver and swipes the card for payment he/she can say "Have you seen our promotions inside the shop?" and simply point to the leaflet.
How: Attendants need to take care that the leaflets remain clean and neat. Also, they should remember to say to the customer that the promotions are available inside the shop. Keep in mind that a customer may not buy the promotion at that exact moment, but now they know about it. Therefore, don't just measure the success of doing this by the number of customers going into the shop. But also about the number of customers who don't go into the shop, but now know about the promotions.
Make it part of the language
Why: The best way to implement any change is to make it part of daily activities, including how and when you speak about it. For example, if you want a renewed focus on safety then you should talk about it every time you have a meeting or shift talk or training. The same applies for up selling and promoting.
What: You should make it clear to all your employees what the basic requirements are for up selling and promoting. They should understand that it is part of the basic job and not an extra. They are not doing the company a favor by up selling or promoting. This is also why up selling and promoting should be part of the code of conduct, job descriptions and policies.
Where: Up selling and promoting should be done wherever you speak to a customer about a product. This means there shouldn't be a single case where a customer buys something and is not told about a promotion or another product. It's about using every single opportunity to engage with a customer.
When: For example, no customer should buy cigarettes without being offered a box of matches or a lighter. No customer should buy any food item without being told about a cold drink. No customer should buy any drink item without being told about a snack, sweet or chocolate. Etc.
How: You can make it part of the language by including it in your cashier and attendant scripts. A script is the exact way you want employees to speak to a customer. The script shows your employee what they should and shouldn't say. You can also make it part of your policies and procedures, your code of conduct, your employee notices, training material and other documents.
Here are another 3 rules to consider:
Marketing - No pen no pump / No tag no tip
Having a pen is part of an attendant and cashiers uniform. It's like their name tag. It may be small, but it impacts how the customer perceives the service at site. At many sites, when the customer is ready to sign, the attendant is running around trying to borrow a pen from another attendant.
Attendants should not be allowed to work on the forecourt without a tag. Sometimes attendants will share a tag and this can cause delays in serving customers. You can highlight this to them by reminding them that if they forget their tag, they won't be able to serve customers quickly enough and this will influence the tips they get.
Operations - Receive like you read
Another simple rule to implement is to train merchandisers and managers to "receive like they read". You read from top to bottom and left to right. The same principles can apply to reading invoices and receiving stock. This means that a merchandiser should not "jump around" on an invoice, but check items in sequence from top to bottom. Another reason to check from top to bottom is that delivery personnel will try to confuse the merchandiser in the hope that they can short deliver.
Operations – No probe no prep
Food hygiene is not only a legal compliance issue but also an operational requirement. The rule of "no probe, no prep" reminds anyone handling temperature controlled products to check the temperature BEFORE they start preparing food. Bakers, merchandisers and food handlers should always do a temperature check before they start any production. They should use a probe thermometer, which is the one with the metal probe that you can stick into a product to get the core temperature. This rule also reminds employees to check beforehand that the display unit is at the correct temperature so that after production the food items can be displayed at the right temperature.
Note: after you stick the probe thermometer into a product that product can't be sold.
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