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E-commerce has grown exponentially over the last few years and isn’t slowing down any time soon. Many brick-and-mortar retailers and their in-house staff are worried about keeping up with the growth pace of online retailers, and while it is true that online shopping offers a convenience and reach that brick-and-mortar stores can’t necessarily match, there are still many advantages to shopping in person and many consumers still prefer it. Online shopping and shopping in person offer totally different experiences for the customer, and there are different strategies that sales associates can adopt that appeal to these differences in order to increase in-person sales and create loyal, returning customers. By basing your sales approach on the unique advantages that in-person shopping offers, you can be more effective and intentional with your customer interactions.

One of the biggest advantages over e-commerce that brick-and-mortar stores have is that customers can physically interact with products and sales associates. Not only can consumers come into a store and physically sample or try out a product before they buy it, but they also have a readily available customer service representative to guide them through the process. It also gives the store a chance to build a connection and trust with the customer face-to-face. While e-commerce stores rely mostly on social media channels to connect with their customers, brick-and-mortar stores can build both real world connections and online ones. As a sales associate, it is important to recognize this advantage and work on establishing a connection with each sale. Look for ways to relate to the customer outside of the product they are buying. You can try complimenting them on something they are wearing or maybe asking them how they like that brand of headphones they are using. This approach can help to build rapport and trust, which in turn can lead to a sale and a returning customer.

Make sure you have taken the time to learn the ins and outs of the inventory your store carries, so you can answer any questions the customer has as well as point them in the direction of other products they may be interested in based on your conversation. You should never assume that a customer knows exactly what they are looking for when they come into your store. Sure, the customer obviously has a reason for coming to the store and has maybe even done some research on the products they are shopping for. However, they also expect you to be the expert and make recommendations to them. Instead of treating the store as a warehouse, waiting for customers to browse the store or ask for the product they are looking for, engage in conversation to find out what brought them to the store and understand why they are looking for a specific product. Instead of asking questions such as “Can I help you find something?” try asking “What brings you in today?” This way, you are able to gather more information from the customer and use it to make useful recommendations to them.

It’s important to only make recommendations that will bring value to the customer. Remember that persuading a customer to purchase something they didn’t want or need may lead to buyer’s remorse and an unhappy customer that probably won’t return to your store who may even leave negative reviews on their experience. While it may make you a sale in the moment, you can be more effective by selling them on value and taking the time to understand the needs of the customer. Once the customer purchases something on your recommendation and it is something that truly brings value to their life, they are much more likely to return to your store again and again. Many people have negative impressions of salespeople because of the way they have been upsold in the past, so it is important to sell with integrity and never be dishonest about a product.

With brick-and-mortar stores, you have the opportunity to interact with the customer face-to-face and use non-verbal communication to your advantage. Sales associates’ body language and nonverbal communication can often be an overlooked strategy in selling. Improving your body language can go a long way in building trust with the customer and exhibiting negative body language can turn a customer away. Take note of your body language. Do you cross your arms when talking to a customer? Are your shoulders slumped over? Are you avoiding eye contact? Things like this can leave a negative impression even if done unconsciously. Instead, make a conscious effort to stand tall, open your arms up, make eye contact while you are speaking, and of course remember to smile. Standing side by side with the customer can feel more friendly and less threatening than standing face to face. Practice active listening by affirming the customer while they are talking and showing that you are engaged by meeting their eyes and nodding and agreeing with them out loud. You should always be listening to understand, not listening just to respond. Customers are much more likely to trust you and your recommendations if you exhibit positive body language and active listening.

Consumer habits have shifted greatly over the last couple of years, with the pandemic driving e-commerce sales to levels never seen before. Many online retailers were caught off-guard with these increases and were unable to meet the demand. This, in turn, caused shoppers to be disappointed with their online purchases, whether due to unreliable shipping or products not matching their online presentation. Because of this, combined with consumers’ preference to interact with physical products and avoid shipping costs and delays, many people still prefer in-person shopping. In order to maximize sales potential, it is important for sales associates and retailers as a whole to recognize these differences and adapt their selling techniques to them. Brick-and-mortar stores have a unique opportunity to build connections with customers in-person and give customers valuable recommendations and product advice which helps to build trust and increase sales. With these tips in mind, you can be on your way to a very successful retail sales career.