“Inside Track with Gerry Borreggine”

How to Win With Your Website

Smart retailers are:

• Making their websites mobile-friendly.
• Updating their websites weekly.
• Using contests and giveaways to mine consumer data.
• Taking orders on their websites.

Consistent Messaging Matters

Keys to winning retail promotions:

• Strong call to action.
• Unique selling proposition.
• Expiration date for the sale.

Check Out Your Curb Appeal

A well-kept store tells consumers they are entering a well-run business.

• Do shoppers have a clear view of your store?
• Are messages in windows current?
• Is your sign illuminated at night?

Enhance Your Skills and Make the Sale with Subliminal Selling

Subliminal Selling Strategies

• To reach visual learners, show them key product features.
• To reach auditory learners, tell them what’s important.
• To reach kinesthetic learners, let them feel the key features.

Handling Negativity Like a Pro

When the competition goes negative, you should:

• Respond, not react.
• Be positive.
• Use third-party attributions to build credibility.

Elect This Holiday for Sales Success

As the industry returns to a holiday sales cadence, retailers should:

• Embrace Election Day sales.
• Offer private sales with direct mail invitations to stay under the radar.
• Use election terminology in ads: Elect to Sleep Better and Vote to Save.

Making a Personal Connection

How Retailer Mindy Nance Builds Rapport With Shoppers:

• She first asks them about their day, not their mattress.
• She introduces herself and asks shoppers for their name.
• She asks how they are sleeping.

Handling Multiple Customers

Retailer Trent Ranburger’s Tips on Handling Multiple Customers

• Always acknowledge a new customer before the door closes behind them.
• If you are working with a customer, excuse yourself for a moment to welcome another customer to the store.
• Invite that new customer to try out some beds and promise you will give them your full attention when you return.

Treating Customers Like Family

How Retailer Steve Houk Treats Customers Like Family

• He tells his retail sales associates to treat customers like their own grandmother, finding the best bed for them, regardless of price.
• He creates a no-pressure sales environment.
• He builds a sense of family by showing members of his own family in his commercials