Watching a customer enter your store, browse for a while, and then leave without buying anything can be a vexing experience for a furniture retailer. Based on the customer’s decision to enter your store, you might assume that you carry an item that he or she is interested in. So what prevented this potential customer from making a purchase?
Many lost sales opportunities lie in between a customer’s decision to browse a store and his or her decision to leave empty handed. In order to make the most of every customer relationship, it is necessary to explore the following most common barriers to making a sale:
Customers Can’t Find What They’re Looking For.
The rise of digital retail has allowed consumers to become better informed and, therefore, more independent shoppers. A rising number of customers feel that they don’t need a sales person’s assistance to locate the items they plan to evaluate. For this reason, when well-informed customers fail to find what they’re looking for on their own, they may be more likely to assume that you simply do not have it in stock than to request assistance from one of your sales representatives.
While furniture showrooms typically feature a significant cross section of a retailer’s merchandise, home furnishings companies typically stock additional options in their warehouses. This is increasingly true as digitization across the supply chain allows companies to efficiently sell from warehouses in multiple regional locations. If a customer can’t find what he or she is looking for in your showroom, it is likely that you’ll have a suitable option in a physical catalog or on your website. In order to connect them to these options, however, you will first need to get them face to face with a sales professional.
Furniture salespeople face the challenge of providing shoppers with adequate support without being too overbearing. When a new customer enters your store, your associates should strive to find out what kind of pieces he or she is searching for, even if his or her stated reason for coming in is “just browsing.” This provides an introduction to the sales process and allows your employees to set customers on the right path to finding what they need and to make themselves available for additional assistance.
Sales Professionals Don’t Adequately Assess Customers’ Needs.
Finding out what attracted a prospective customer to your store is an extremely important step in the sales process. However, as customers become more knowledgeable, traditional methods of qualifying customers are quickly becoming outdated. Most consumers are already well-acquainted with the retail sector that they are shopping within and are likely armed with some degree of research regarding your brand and products. Thus, it is necessary for you and your sales associates to delve deeper to truly analyze the unique needs of each customer.
In order to accomplish this, you must ask strategic questions that seek to uncover not simply what piece of furniture a customer is looking for, but also the finer details of their unique consumer journey. Questions such as, “Have you been shopping long?” and “Did you see anything you liked at any other stores?” can help provide a clearer view of how quickly a customer hopes to make a purchase, as well as his or her tastes in the context of current industry trends. Afterwards, asking questions about—and perhaps even creating a sketch of—the room that the new piece of furniture will fit into can provide further insight into a customer’s needs.
The Price Isn’t Right.
A customer’s decision to check the price on an item can often be a turning point in whether or not he or she will consider making a purchase. As such, an inability to locate accurate pricing information is an obvious impediment to a sale. However, customers may also leave your store if they believe that all of your items are above their ideal price point. It can be difficult to surmount this sales barrier, as large items like furniture are rarely priced at a level to encourage impulse buys, nor are many customers seeking to buy furniture on a whim. However, you can help alleviate financial woes by offering home furnishings at a wide range of price points and prominently featuring trendy, affordable entry products, such as small pieces of home décor, to entice budget-conscious shoppers.
The Sales Professionals Lack Knowledge.
It isn’t enough to simply begin a conversation with a customer. It is also necessary for your sales representatives to be capable of providing value that your digitally empowered customers can’t gain on their own time. A salesperson’s knowledge must extend beyond what is on your showroom floor to comprise your broader inventory, industry trends, and noteworthy activities by competing brands.
When customers reflect on exceptional retail experiences, they most often cite shopping trips when they received efficient service and smart recommendations. Knowledgeable, savvy sales professionals can provide a valuable reason for customers to keep browsing your store, so ensure that you equip your team members with the tools they need to be home furnishings industry experts.