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FIVE RETAIL SALES TRAINING TIPS FROM SELLING SHOES

By Bob Phibbs


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Updated May 31, 2024.

Discover how lessons from a shoe store can transform your entire retail
approach, driving sales and enhancing customer experiences across all
departments.

"Persistent demand for brick-and-mortar shoe shopping has helped sustain shoe
store visit growth," according to a new report from Placer.ai. Traffic in shoe
stores is "ahead of visit growth to the apparel category as a whole."

I'll get to my tips for selling shoes, but first, a story about how my knowledge
of retail sales training began at the feet of others.

I put myself through college in the '70s as a men's shoe salesman. My shoe store
was run by a sales manager whose simple motto was, "Sell shoes."

There were five of us on the floor at any time, which was a problem for a 700
sq. ft. shop. We were all commissioned, working against an hourly wage (also
called our "draw.") Because of this, we had an ups system, much like in
baseball. The process worked like this...

Once you engaged a customer, you went to the bottom of the order. As enough
customers came through, you progressed up the order. When it was your "up," that
meant you got to wait on the next customer.


WHETHER YOU SOLD THEM OR NOT, THAT WAS YOUR CHANCE TO MAKE A SALE

Blow that, and you were back at the bottom.

If you didn't satisfy them, you'd get product returns that cut into your
paycheck.

Because of that, you had to build trust with a customer quickly and, knowing how
much guys hate to shop, make it easy for them to get their annual footwear
purchases out of the way. This meant always looking for the higher ticket by
helping the customer get what they wanted.


SELLING SHOES IN A STORE HAS TO BE BETTER THAN ONLINE

Back then, and still today, most clerks in shoe stores would just ask a guy's
size when he picked up a shoe. Our sales team always told the customer, "Let's
check that because one foot might be larger than the other." This practice not
only ensures a better fit but also builds trust. 

 * Using Technology: Implement foot scanners from Volumental that measure both
   feet accurately. This provides a precise fit and enhances the customer
   experience.
   
   
 * Educating Customers: Explain why correct sizing is crucial. Questions to ask:
   "Did you know that improper fit can lead to foot problems?"
   "Have you experienced discomfort with shoes before due to sizing?"

We did truly want to find the exact size because:

 1. It saved us time. From what he told us, the guy was off by a full size half
    the time.
 2. It would automatically limit the salesperson's choices if you didn't know by
    the length and width that the guy had very narrow or wide feet or if his
    instep was too high or low.

Having understood why we measured everyone, the sales process was to match the
customer’s foot mentally with what they said they were looking for before going
to the stockroom.

That way, if the customer had limited options, the trainee could collect all his
choices simultaneously, saving the customer time and maximizing sales
opportunities.

This sales strategy also prevented trainees from discussing features and
benefits on the sales floor, such as why a particular product was so well made
or would fit a customer’s foot, only to go to the stockroom and discover no shoe
in the customer’s size.

Your up would have been wasted...

But for any apparel store, it is important to understand customers' body styles
and the fit of each line of clothing you carry. Your goal is to know the
merchandise so well that when you get them half-naked in the fitting room, they
aren't frustrated trying on clothes that have no hope of fitting. When you save
customers' time, they can relax and buy more.

If you were an electronics store, you need to know what their home audio or
computer system has already before you pitch them on something else. Getting the
facts is important for any retail associate. 

How to get started with retail sales training with this comprehensive primer.

When a customer walks into any retail store, the way you engage them from the
beginning can make or break a sale. Here are some additional strategies to
consider:



 * Greet with Enthusiasm: Make sure every customer is greeted warmly as they
   enter. A simple "Good morning" can set a positive tone.

 * Personalize the Experience: Ask open-ended questions to understand their
   needs. For example: "What changed in your life today that brought you into
   our shop?"

 * Build Rapport: Share insights or small talk related to their interest. For
   instance, if they're looking for running shoes, mention a local marathon or a
   popular running trail.

When I took over the store, I trained the men's shoe salesmen to bring out four
boxes of footwear: the requested pair in the same color but a different style,
the initially requested pair in another color, and a casual.

After the customer decided on the original pair, he would ask the salesperson,
“What’s in those boxes?” This is much easier selling when they ask rather than
you push.

The salesperson would reply, “I found a few others in the back. Would you like
to see a few more in your size?” The customer would, 99 out of 100 times, answer
"Yes."

They’d often buy two or three pairs of shoes, whereas many shoe stores would
have sold just one, if any.

This selling technique can be further enhanced by:

 * Upselling and Cross-Selling: Introduce complementary products:
   
   "New shoes always feel better with new socks; I have a great selection right
   here."
   
   "Did you know shoes last twice as long if you store them with cedar shoe
   trees?"

 * Handling Objections: Prepare for common objections and address them
   confidently. For example:
   
   If a customer says the price is too high, be prepared to restate what
   materials are used to make the soles last longer. 
   
   If a customer is unsure about the style, ask if they have a picture they
   could show you on their phone to see their style or occasion.

Again, even if you don't sell shoes, look through my suggestions below and see
how you can tweak them for your retail category. 


HOW TO SELL SHOES IN A RETAIL STORE


1. GET THE CUSTOMER TO SIT DOWN

As we age, one of our subconscious decisions is based on seating height. We
recommend that a shoe department or store have three heights so that short,
medium, and tall customers have natural choices.


2. UPS SYSTEMS IN SELLING DON'T WORK

An ups system is a pecking order of who waits on the next customer. The last one
to interact with a customer is "up" for the next person who enters the door. But
the next salesperson doesn’t work to juice sales.

Sales staff needs training, direction, and strategy - who is the best person to
serve the customer who just sat down? Also, note that wealthy Muslim women don’t
like their feet being touched by a strange man. Give them a female sales
associate.


3 PROVIDE GOOD FULL-LENGTH MIRRORS

Shoes, particularly women’s shoes, are bought to complement an outfit.
Higher-end shoe stores should consider a changing room.


4. MAKE IT OBVIOUS BETWEEN WOMEN'S AND MEN'S SHOES

In athletic shoes, there is a clear, unambiguous separation between men’s and
women’s. Girls are not threatened by their gender. Guys can be - except when
they're not. 


5. PROVIDE DIFFERENT FLOORING SURFACES

If you are selling athletic or hiking shoes, consider a test track. The longer
“the look,” the more likely the sale will be.


HERE ARE FIVE TIPS FOR SELLING SHOES THAT MADE MY STORE SUCCESSFUL:

 1. A unified focus on what the #1 job was: Sell shoes.
 2. Not assuming, confirming what size they thought they were.
 3. Getting ahead of returns.
 4. Keeping options open.
 5. Arousing curiosity.


SELLING SHOES CAN TEACH YOU A LOT ABOUT SELLING EVERYTHING ELSE

I know many people who made money selling in the retail industry - particularly
in shoes. The whole experience was one of pampering and catering to the
customer.

Compare that to the selling process now—you have to try on your own shoes after
requesting your size and then figure out if they fit right. No wonder so many
shoe store owners are nervous about online shoe retailers!

Because here's the thing: if all your clerk can do is run and fetch products
from a stockroom - aided by an iPad or not - they add no value to the
transaction.

That part-time job selling shoes is where I first learned much of what I still
teach today about persuasion, presentation skills, energy, sales techniques in
retail, teamwork, and success.

Nowadays, I study and question what seems so simple and try to explain what is
so hard for so many.

That's because...

Customers don't realize that when they have an exceptional experience, it is not
by chance but by the training given to the sales team.

Retailers of all sizes need to get back to basics and look at who they hire for
the sales floor, how they are onboarded, and how retail sales training can
benefit all.

Every interaction matters, from the moment customers step into your store to the
follow-up after the sale. Implementing these sales strategies can help you
create a memorable experience that keeps customers returning no matter what you
sell. 

 







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© 2024 Bob Phibbs The Retail Doctor

Results may vary depending on your commitment to practice, to role-play, and to
hold associates accountable for using what is taught. Legal notices here

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