Traffic Is Not the Problem. Conversion Is.

This is the first in a series on increasing effectiveness early in the interaction, which will impact your ability to close or to schedule an appointment. As always, there will be actions for sales associates to take and for sales managers to take and coach.

Traffic is not the problem. Conversion is.

Since traffic is down in many markets, driven by multiple sources, let’s look at how we can make the best of the traffic that IS coming into the showroom. And let’s start with the first encounter, which is still the most challenging aspect of the sales process for many salespeople.

Before we ever talk about what to say to the customer, let’s talk about how to get your head in the game before the game starts.

In most retail showrooms, the term “up” refers to a customer who has come in the door, or to the rotation position a sales associate is in. For this conversation, we are going to use “up” as what a salesperson needs to BE when they are next in rotation.

UP. Interested. Excited. Enthusiastic.

That doesn’t just happen because the door opens. It happens because you intentionally prepare yourself. Get to Neutral. Clear your head. Think about what you want to accomplish. Think about WHO the next customer will be to you. Think about HOW you are going to be present to them and how you are going to create a great experience for them.

Shake off any uncertainty, including the last opportunity you worked with, especially if it wasn’t successful. That customer is gone. This next customer deserves a fresh start with you.

As a salesperson, GET UP when you are up. Stand up, jump up, BE up. Be ready to greet the next customer with energy, interest, and attention.

As a sales manager, watch this position. The salesperson who is on point needs to be READY to give the next customer the BEST experience. This is not just about where they are standing. It is about how prepared they are to engage.

When traffic is down, every customer matters more. That means the beginning of the interaction matters more. Your presence matters. Your energy matters. Your preparation matters. You can’t always control how many customers walk in, but you can control who you are when they do.

This is also where sales management matters. These skills don’t improve because you hope your team gets better. They improve because you practice them, coach them, and hold people accountable to the actions that move the numbers.

My next Sales Management Program begins Tuesday, July 7. If you are an owner or sales manager who wants to improve conversion, develop stronger salespeople, and create more measurable results on the showroom floor, I encourage you to take a look at the program and schedule a call.

Learn more here: https://www.onexone.com/sales-managers

And if this topic is timely for you, join me for the July Sales Skills session, Turning Browsers Into Buyers, on Wednesday, July 15 at 3 PM EDT. We’ll talk about how to move from casual interest to purposeful conversation, identify buying cues early, shift from “helping” to “leading” the sale, and guide customers toward a decision without pressure.

Register here: https://jodyseivert.simplero.com/events/k91dWh4cZeAv38uu

Now, go get ready!