How Do I Sell Expensive Merchandise as a Retailer? | Retail Today With Bob Phibbs, the Retail Doctor - Flash Briefing

Are you a salesperson in a retail store? Well, today I'm talking about how do you feel about selling your more expensive merchandise.

A lot of times that when I'm doing sales consulting, or I'm doing a training with a group of stores, I find that there's a lot of people who actually feel like they're being a fraud. They know how much something costs, and they feel bad about going through and charging as much money they do.

The problem is that when you feel that something is too expensive, you're going to go through and give that same feeling to the shopper. If you feel like a fraud, well you'll probably not sell much that isn't on sale. And so, today I want you to look at when you go through your merchandise, and you see something at the top end, do you feel like a fraud when you go to sell it?

And you need to work inside on your own feelings about that because maybe you feel it's not worth it. Well, you better find enough reasons why it is worth it or you'll never sell that product.

If you're a trainer, or you're going through... You're the retail store owner or manager, understand that that feeling like a fraud is leading to an awful lot lower average ticket because the associates could only sell what's on sale. They don't feel like anything is worth it. That's your role as a sales guide, is to go through and train them enough to understand that it's not about what you feel, it's about the shopper.

That's your tip for today. Look at how'd you feel when someone considers your most expensive item, and then make sure that you don't feel like a fraud and give that energy off to them.

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!