Way back in the early 1990’s with her astonishingly successful Expanding the Sale program, renowned Melbourne based retail consultant Hilary Kahn www.feelgoodguide.biz first demonstrated to me the value of displaying an average sale measurement chart for the team showing:
a) Average sale figure for this day/week last year.
b) Budget figure for this day/week this year.
c) Actual for this day/week this year.
Invariably what happens is that there is an immediate improvement in the average sale because your team has something meaningful and achievable to aim for.
If you are asking them to increase sales by $5,000 a week when the average sale is less than $50.00 they are likely to think, “I can’t do that. It will only happen if we get lots more customers this week.” But, if you are asking them to increase the average sale per customer by $1.00, they will talk amongst themselves about how they can do it. They have an achievable target to aim for.
Awareness leads to action
They will start discussing at each shift/roster what they can do about it, the best suggestions at each time of day, what different people have found has worked for them. The very act of doing this will result in an improvement as they try out different suggestions with their customers.
That’s right, just displaying targets and results in a visually appealing, easy to understand way will increase the average sale per customer especially if it is consistently accompanied by that most marvellous of motivational techniques – catching people doing things right and praising them for it; in other words, celebrating small successes.
Take a lesson from sport, help people to exceed their personal best. How? By providing them with their individual figures using the same process as I’ve outlined above for the team.
If they consistently fail to meet their target, equip them with the tools to improve – training, guidelines, prompt sheets and encouragement.
I’m not saying, “Don’t introduce a formal incentives program”, but before you do I’d recommend going through the above process first and assessing for a period of time how it works. Then you can get a feeling as to whether a structured incentive program will be well accepted and will work for your business.
Jurek Leon is a storyteller, trainer and coach who presents courses and addresses seminars on word of mouth marketing, motivation, customer focussed selling and service excellence. Subscribe to Jurek's FREE monthly ‘Terrific Tips’ e-newsletter at www.terrifictrading.com. Alternatively, email firstname.lastname@example.org.
Jurek Leon is a storyteller, trainer and coach who presents courses and addresses seminars on word of mouth marketing, motivation, customer focussed selling and managing the customer experience. Subscribe to Jurek's FREE monthly ‘Terrific Tips’ e-newsletter at www.terrifictrading.com. Alternatively, email email@example.com.