Top-Down Selling | Retail Today With Bob Phibbs, the Retail Doctor - Flash Briefing

Today, I want you to watch how your employees sell your merchandise. Are they starting off at the bottom with whatever's cheapest or on sale? If so, my guess is they're probably also saying, “This is good enough,” or “It's a really good value.” And the problem with that is your more expensive merchandise just sits there until it's marked down.

Your goal, when you're selling merchandise that has several good, better, and best options, is to always present the first option as the best option. That's the one that has the most widgets. It has the most features, and then if you can't get that sale, you say, “Well, we'll lose these features as you go down to a price point.”

We call this selling from the top down, and there's a reason why it's so popular is because it works, but if you have untrained clerks, they're going to sell from their own wallets and what they're going to end up doing is selling the cheapest, which isn't the best.

If you love what you heard on Retail Today, connect with Bob by visiting retaildoc.com or send a message to bob@retaildoc.com. Thanks for listening!