home Work and education How to get rid of queues at the cash register. We kindly request

How to get rid of queues at the cash register. We kindly request

Lines at the checkout counter are a pressing problem for many retail store owners. Customers complain, leave, abandon purchases without paying for them, and you can be sure: now they are unlikely to return to your store. But don't despair! The online magazine “Business.ru” provides several basic rules for “fighting” queues at a retail establishment.

Losing patience: what's bad about queues?

British researchers have calculated that the average European resident spends an average of about a year in store queues! Also, according to surveys public opinion, more than 40% of modern buyers admit that the presence of a queue in a store can become a good reason to “pass by” a retail establishment and change their intention to make a purchase there. IN modern society, when every minute of time counts for each of us, waiting in line is a heavy burden for every person.

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Almost 90% of people surveyed admit that they prefer to avoid visiting stores where the number of people standing in line seems significant to them. Competent business owner retail must realize the importance of ensuring that there are no queues at all in his store, or that the crowding of customers at the checkout or in departments is minimal. Nine minutes in line is enough for the average customer to change his mind about making a purchase in a store! What follows from this? – If you want to lose your client, “accumulate” queues!

It turns out that a queue of three people is psychologically comfortable for any customer, and anything longer will cause negative reactions in customers. This means that any crowd of buyers above the norm of three people requires intervention. Long waits at the checkout counters cause complaints and dissatisfaction among customers; they leave the store without waiting their turn and without paying for their purchases, which means you can be sure: a person who values his time will not return to this store.

Queues always evoke negative associations for each of us, and since fewer and fewer customers will visit your store due to constant queues, the loss of turnover will become more and more noticeable. Experts advise calculating the optimal number of cash registers for customer service based on the calculation - one cash register per 150 square meters store area.

In order to competently “fight” the consequences - queues in retail store– first you need to understand the reasons for their occurrence.

Reasons for the formation of queues

An experienced marketer will be able to determine the reason for the formation of queues easily, since there are several main reasons.

Poor quality of service

As you know, the longest queues in stores appear in evening time, when most shoppers rush to stores to make necessary purchases. It is during such hours that a significant number of customers accumulate at the cash registers, most of whom are in a hurry. A “sluggish” cashier can be seen with the naked eye: he is not interested in quickly serving the store’s customers, he carries out all operations slowly, as if reluctantly. Naturally, visitors to your store will not be satisfied with the quality of such service, which means they will not want to come back here again. If the cashier of your store is elderly, then it is natural that he will serve customers more slowly than a young employee.

Also, the reason may lie in the fact that the cashier is a novice employee of a retail enterprise, and operations with a cash register have not yet reached the point of automation. To work at the cash register, it is necessary to choose stress-resistant employees who can work with any queue, will be able to find a common language with each client, and will fulfill all his requests. In any case, the speed of service at the checkout directly depends on the quality of the cashier’s work, and therefore this aspect should be given special attention. Slowness or fussiness of a cashier only causes irritation in store visitors, and you should try to avoid this.

Equipment malfunction

The reason for slow customer service in the store's checkout area may lie in a malfunction or poor performance of the equipment. For example, when a POS terminal - a device for accepting plastic cards for payment - takes a long time to process a request from a bank, then not only the card owner, but also all store visitors standing in line have to wait for a “response”. Check the serviceability of the cash register, POS terminal, and barcode reader so that this equipment does not “slow down” the customer service process.

Incorrect technological layout of the checkout area

More than 15% of the total time that a customer spends in a store is spent in the checkout area, which means it should be as convenient as possible for visitors. To do this, it must be initially correctly designed, and the equipment - shelving, display cases, cash machine– must be correctly positioned. It is known that the flow of customers in the checkout area of the store is always intense, there is a lot of turnover, which means that the racks in this area must be stable so that customers cannot accidentally break or drop them. Take care of the comfort of customers in the checkout area - they should not be cramped, they should not be “sandwiched” between the shelves. If the store has a large crowd of people at the checkout, try to provide an air cooling system, especially in the hot season.

Comprehensive trade automation at minimum costs

We take a regular computer, connect any fiscal registrar and install the Business Ru Kassa application. As a result, we get an economical analogue of a POS terminal like in a large store with all its functions. We enter goods with prices into the cloud service Business.Ru and start working. For everything about everything - maximum 1 hour and 15-20 thousand rubles. for the fiscal registrar.

Saving store space

Often, businessmen try to expand the retail space of a store by reducing the cash register area. This should not be allowed, as this entails “crowddom” at the cash registers, which means that even the “normative” three people in line will look like a crowd of people from the outside, which will certainly scare off visitors. Do not skimp on the area of the checkout area of your store, since the main thing is the comfortable presence of customers in it.

In order to minimize queues in your store, pay attention to all of the above reasons for their occurrence, approach the issue in a comprehensive manner: change the layout of the checkout area, make the passage to it convenient, accessible, spacious; organize the work of the service personnel properly, if necessary, conduct training or “educational” conversations and remember that it is the absence of a queue in front of the cash register that directly affects and contributes to the creation of good impression about the store and stimulates his desire to make a purchase.

How to deal with queues at the store?

1. Introduction of self-service checkouts

Benefit and significant positive effect from the installation of self-service checkouts we have already discussed in our article Self-service checkouts: is it worth implementing? In general, experts recognize the effectiveness of this method of “combat” queues in retail stores. By installing self-service cash registers along with regular cash registers, an entrepreneur will help to “cure” his retail enterprise from constant queues and crowds of customers. Of course, not every store visitor is ready to use a self-checkout; most often the younger generation uses such modern technological capabilities. But there is no doubt that the “hurriest” shoppers will not want to stand in line, but will prefer to pay for their purchases at the self-service checkout.

In addition, self-checkouts are more compact and take up several times less space than traditional checkouts. They help increase the throughput of the checkout center and reduce queues during so-called “rush hours” in the store.

2. Employee motivation

If the reason for the formation of queues in your trade enterprise lies in the sluggishness of cashiers and their reluctance to quickly serve customers, do not rush to “say goodbye” to careless employees, because you will find good cashier Today is not easy. The right solution here would be to properly motivate your employees to work at the cash register. For example, if a cashier does not see the difference between whether he serves 5 customers per hour or 20, then such an employee has no incentive to speed up the process of serving customers.

Hello! In this article we will look at the main phrases for attracting customers that stimulate sales.

Today you will learn:

Why is it so important to use the right words when talking to a client?
Examples of catchy phrases that will attract the attention of buyers.
How to conduct a dialogue correctly.

The importance of the words of the first dialogue

Every person who sells any product or offers services knows and understands the importance of the first dialogue. The level of sales and, accordingly, his salary depend on how quickly the seller earns the buyer’s trust, determines his needs and helps with choice.

In practice, it turns out that gaining a client's favor is not so easy. Surely everyone has found themselves in a situation where you go into a store, for example, to buy shoes. At the same time, you yourself don’t know what you want, and at this moment the seller comes up and says the hackneyed phrase “What are you interested in?” At this point, most shoppers immediately respond, “I’m just looking,” and leave the store.

In this case, the seller made several mistakes due to which he lost the client. But if he were not so intrusive, showed creativity and earned your trust, then perhaps you listened to him, and he helped with the choice, after which you would buy shoes from him.

There are situations when well-written phrases for a store help to increase the number of goods sold. In this case, you have to come up with slogans and interesting expressions and distribute them. Their goal is to interest the client and force them to learn more about your offer.

The main task of phrases to attract customers is to capture attention, gain favor and gain trust.

The main mistake of many sales managers is that they immediately try to sell the product. This technique works quite rarely, so the sales level of such people is not very high.

How to use phrases correctly

Many managers mistakenly believe that sales employees should devote maximum time and attention to each customer. As a result, they get a result that they did not expect at all.

Example. The call center receives calls from clients and operators are required to communicate with clients as politely as possible and try to do everything possible ways increase talk time and offer the maximum number of products.

The managers believed that thanks to this, the caller would like such attention and would purchase the maximum amount of products.

In practice, this backfired. A queue formed among callers, followed by complaints that it was very difficult to get in touch with the operator. In addition, during the “sweet” conversation, the client had a double impression of a company that wants to “sell” a lot of products “jumping on its hind legs to do this.”

In order to really do this, you need the basics of proper and effective communication with clients. It doesn’t matter whether you sell a product over the phone or communicate in person with the buyer.

We have developed small instructions that will help you train your staff without any problems.

Step 1. Learn to classify people

You must explain to your employees that there are different types buyers. You can impose a product on some, but not on others. One category of people is led by certain phrases, and another by others. Therefore, it is very important to divide buyers into categories.

There should not be more than 5, otherwise it will cause confusion among the employees themselves.

We offer the following classification:

Girls– these are people who were recommended one specific product. They don't want to listen to the advice the salesperson gives them. They came (called) to buy one specific product. There is simply no point in offering them something else; they will refuse.
Guys is a category of people who do not fit into other categories.
Engineer– buyers who know what exactly they want to buy. They name the main characteristics of the product or a specific model.
Mister– a person who communicates with the seller in technical language, using numbers. He knows what brand or brand he needs, but cannot decide on the model.
Mistress– people who speak the language of emotions. They want to buy something stylish, beautiful or exclusive. We decided on a brand, but didn’t choose a model.

It is important to understand that a “girl” can be either a representative of the stronger sex or a nice lady. Categories of clients are not tied to a person’s gender; social status or age.

Step 2. Before offering anything, let the client speak

Under no circumstances should you immediately “attack” the buyer with your offers. You must understand what exactly he needs. To do this, you need to give the client the opportunity to tell why he came or called.

It has been experimentally established that 72 seconds are enough for a person to voice his desire and speak out. This is an average, so keep in mind that some people may need more time and others less.

After you listen to the client, you can enter into dialogue. You must understand what exactly to say based on what category the buyer belongs to.

For example, the “guys”, after they speak out, need to be told: “I can offer an option that is a little more expensive, but it will be cooler.”

If the client is a “girl” or an “engineer,” then you are required to listen to them, accept the order and fulfill it. Any proposals you make will be rejected in any case.

For “Mrs” the following is suitable phrase: “I can offer a model that is a little more expensive, but it is more luxurious than the previous option”.

And “Mr.” will appreciate the remark: “ There is a little more expensive, but this is an excellent professional model».

The most promising clients are “Mr.” and “Mrs.” It is with them that managers need to work.

Once you implement such a customer classification system, you will quickly realize how effective it is.

Background phrases and common examples of words that are used when working with a client

Regardless of what exactly you are selling or what service you are offering, the client should feel your sincerity. At the same time, you need to behave unconventionally, creatively and start the conversation not with advertising the product, but with a simple conversation with the buyer.

It is important not to attack the client and try to provide as much information as possible in the shortest possible time.

First you need to ask interrogative questions, thereby identifying the client’s needs:

“Which shade of this model do you like best?”
“Very convenient and practical thing! Don’t you think so?”
“Why did you choose this particular model?”

After questioning behavior, you need to change tactics and clarify the situation using the following best phrases:

“It seems to me, or do you doubt that...”
“Tell me, do I understand you correctly...”

Very often the client needs advice from the seller. At this moment you provide support and assistance with the following words:

“If I were in your place, I would not hesitate for a minute”;
“I am 100% sure that you will not regret your choice”;
"You have very good taste."

If any difficulties arise, you must take an attitude of understanding. After the client voices his problem, you need to respond something like the following:

“I understand you very well, because my friend also faced a similar problem. But she found a way out...";

In their work, sellers, managers and all people who want to get a buyer must remember that they cannot use the phrase “Are you interested in something?” and use a pressing gaze. The buyer automatically responds negatively and leaves.

Bright phrases, as well as advertising cues that perfectly attract the attention of customers

Often it is non-standard phrases that help sales agents find new customers. Most often, such phrases are of an advertising nature. But you shouldn't be afraid of them. Here are some of the most successful expressions.

Phrase	Her goal
“Have you already taken part in our promotion?”	The client becomes interested, he begins to ask questions and a dialogue quickly begins
“If you recommend our store to your friends, you will receive bonuses that can be used on your next visit. What do you think of it?"	This phrase encourages the client to advertise your business and make future purchases.
“If you need to consult with your significant other, then this can be done right now. What phone number should I dial?	This statement will allow you to retain the client and will contribute to the fact that the purchase will be made from you, and not in a neighboring store, for example
“Can I consult with you?”	Thanks to this question, you gain the client's favor, after which it is easy to establish an open dialogue
“Now I will tell you the total amount, which includes all discounts”	Having heard the phrase, the client understands that haggling is pointless and the price is final, so he does not ask any more questions related to the price
“I understand you correctly, you want to buy for minimum price high quality product?	By asking this question, you show that you are interested in the buyer's needs.
“Soon we will be holding an interesting event. Can I reserve a seat for you?”	Similar advertising phrases are appropriate if you are offering an expensive product. At such events, buyers get to know brands and do not feel obligated to purchase anything

Conclusion

The secret of a professional salesman is that he knows how to choose the right moment when to approach the client and offer his help. At the same time, he selects the right words that show his sincere interest.

Don’t be afraid of non-standard situations and improvise more often! We are sure you will succeed!

Phrases for sellers

Using the right phrases for salespeople can make all the difference, especially at the beginning of a conversation. You will never have another chance to form the right impression. Either you will successfully start communication, and your phrase will help you make contact, or communication will not take place, and your commission will go away along with the buyer. The seller’s phrases to the buyer should evoke a desire to continue the conversation, and not look for a reason to refuse it.

Below we provide a list of sales consultant phrases that are undesirable for use, because they have long acquired the form of a “tired cliché”, are perceived negatively by customers, and can often cause irritation. In some cases, these phrases will work if a person urgently needs something or if he came to buy something good mood. But more often than not, using these phrases will incur anger, boredom, or create a negative image in the buyer's mind.

List of unwanted seller phrases:

How can I help you?

Should I give you some advice?

If you have any questions, please contact me (phrase to turn off the buyer)

Are you interested in something? (“No, I just stand there for half an hour and look at the shop window!” Think again about what is better to ask in such a situation)

Good afternoon My name is Max. I . How can I... (the buyer did not listen to the end and had already fallen asleep)

Hello, my name is Maxim, I will be your seller! (a phrase that is too presumptuous; besides, this is how waiters most often establish contact)

I can advise you... (ready to advise, then be ready to answer for the advice!)

What amount are you expecting?

But how then to start a conversation? Are there any correct sales phrases and examples of working expressions that help establish rapport? Yes, there are similar phrases! And they work best when they are tailored to your store, assortment and the characteristics of each specific sales consultant.

A big role in the use of words at the beginning of a conversation with a buyer is played by mentality, culture, and habitual forms of communication, which may differ from each other even in neighboring cities, not to mention different countries. We invite you to get acquainted with the list of phrases that sellers use in different countries of the world. Your task is to think about which phrases are suitable for your store’s customers and which are definitely not!

Phrases from a sales consultant for all occasions:

Good afternoon It's great that you came to us!
Welcome to the most hospitable store!
Could you help us? We want to put new carpet here. Which of these designs do you like best?
(Walk by holding several small boxes in your hands.) Could you do me a favor? Please fix the top box. You know, if one falls, then all of them will fall.
I noticed that your daughter has pierced ears. I also have a girl about her age. She dreamed about it so much

I I see you wearing a jacket with the name of a rock band. Would you have been to their concert yesterday?
May I ask you? Do you think women prefer to receive candy or flowers on Valentine's Day?
I noticed you left the hairdresser. Which barber do you get your haircut from?
It's very hot outside today, isn't it?

Twins! Twice the hassle, twice the joy! How old are they?
How did you celebrate yesterday's holiday?
What a gorgeous dress! How long do you think it took to sew on all those sequins?
You have a wonderful French braid. How long did it take?
Someone was in today McDonald's ! Your children also constantly ask for McDonald's? Mine are asking.
It is impossible to believe that it has not rained for so long. Have you already started storing water for future use?
I see you are wearing a Zenit T-shirt" Do you think they will win the decider?
I spent the whole day in this store. What do you hear about the launch of the shuttle?
Three days off are coming. How's the traffic on the street?
Great tan! Is your skin color like this or have you just returned from vacation?

Did you watch the Oscars broadcast last night?
Oh, these are new model skis! Where will you try them?
You bought so many books in the bookstore. What books did you buy?
May I ask your opinion? The buyer has just ordered this model. Do you think we should order it too?
Oh my God, plaster! What happened to your hand?
We had a little argument here. When do you think is the best time for us to put up holiday decorations in the store?

Whether you are selling in a retail store or online, the art of communicating with potential buyers is very important.

For Internet sales It's basically selling over the phone.

It is important to ensure that the impression that the seller makes on others is good. And if in retail this impression is determined first of all appearance seller, then when talking on the phone it is very important what and how you say, in what tone and with what mood.

Customers should always be able to know who served them well or poorly. In retail, this is indicated by a badge with the name of the seller; during a telephone conversation, it is customary to introduce yourself at the very beginning of the conversation.
Often sellers and managers are simply panicky about the reaction like “No, I’m just looking” or when making a cold call “We don’t need anything.”

And it’s natural if the seller starts the conversation with the phrase: “Hello, you did the right thing by coming to our store. We have the best assortment, great prices. With us you will definitely find everything you need and will be pleasantly surprised at our prices. By the way, what do you choose? Let me help you…” then the buyer will most likely run away from such a store.

In sales, those phrases are effective that, firstly, sound sincere and natural, and not far-fetched and stereotyped, and secondly, the first words of the seller should be about the client, and not about him, his store, product, service, etc. .d.

When developing algorithms for working with clients for Sales Departments, you always need to listen to how salespeople communicate with clients. All new phrases must be natural for employees, otherwise they simply will not pronounce them or refuse to use them.

The most valuable words and phrases for attracting attention are found in live speech and are found in direct communication with the buyer.

To establish contact with your interlocutor – both in person and over the phone – you need to understand that “attracting attention” does not mean selling. This means gaining the right and opportunity to exchange information with a potential buyer. If you follow this principle, then no one will try to “cram” as much information about everything into the first phrase as possible - about yourself, about the company, about the product or services; the dialogue becomes more natural and does not scare away the potential client.

Examples of phrases to attract clients

Typical statements depending on the function of the seller

Interrogative behavior (identify customer needs):

Which color do you like best?
What do you think about this thing?
Isn't it a convenient thing?

Explanatory behavior:

It seems to me that you doubt that...
Do I understand you correctly...?

Help and support (dispel doubts, overcome internal resistance; if necessary, reassure):

If I were you, I wouldn't hesitate...
I'm sure you won't regret it...
You have great taste...
It suits you very well...

Position of understanding (listen carefully in order to speak at the right moment):

I understand you perfectly. My niece (sister, brother, friend) has the same problems. They found such a solution (a suitable product is offered)…
Why should you spend extra money? Take this model here. And it fits better and you save...

Please note that the list of typical statements does not include the classic: “What interests you?”

The seller needs to clearly understand the basic rule - the buyer must first become interested in the product. That is, the seller must feel when the buyer needs help, understand when he has fixed his gaze on certain product(or when he took the goods in his hands), and only then approach it. Without a clear certainty that the client has a question, you should not approach him and offer your help.

The obsessive phrase “What are you interested in?”, with demanding and impatient intonations in your voice, scares people away from your store. In the future, they are unlikely to want to come to such intrusive sellers again.

Nothing harms the image of a store more than “heavy” staff that puts pressure on the customer.

Unsuccessful and tactless remarks from the seller

Replies from the seller -> Psychological reaction of the buyer (hidden or obvious)

What are you interested in? -> What's your business? How do I know what will interest me?
Can I help you? -> Do I look like a wretched person? Can't handle it myself?
Should I show you something? -> Am I blind? I won’t see it myself?

What you need?
What do you want to watch?
What will you buy? -> Am I in a store or being interrogated by an investigator?

Have you already chosen the product you need?
Have you found it yet? -> And I’m in no hurry! If you don't have time, I can go to another store.

The professionalism of the seller lies in clearly feeling the client, his needs and requests, being able to present the product on time, and guiding the buyer through all stages of the sale.
Remember that the better you take care of the comfort of your customers and do not annoy them like annoying flies, the more profit they will bring!

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The first type of announcement is informative: the elevator is not working, the water will be turned off tomorrow, keep quiet. Typical informational advertisements suffer from impersonal construction, aggression, official language, lack of usefulness and lack of information.

Badly	Fine
Dear residents! We would like to inform you that tomorrow morning, from 8 to 11, the heating equipment in your home will be checked. We kindly ask you to stay at home at this time.	Tomorrow from 8 to 11 am, mechanics will check pipes and radiators in apartments. Please stay home during this time. Locksmiths can turn on the heating only when they are sure that the batteries in each apartment are working properly. If you have questions, the dispatcher will answer them by phone:..
Dear patients!!! You are allowed to enter the doctor's office only wearing shoe covers or replacement shoes.	Enter the doctor's office wearing shoe covers or a change of shoes. Dirty shoes violate sanitary standards and spread infections. Free shoe covers in the box at the entrance.
Dear visitors!!! For your safety, trading floor Video surveillance is underway.	To protect you from pickpockets, store employees have installed video surveillance in the sales area. If you become a victim of a thief, the administrator will call the police and help you find the criminal.
Persons under 18 years of age alcoholic products not released. Please present your passport when requested by the cashier.	The law prohibits the sale of cigarettes and alcohol to minors. Please present your passport when requested by the cashier so that we can comply with the law.

The ads became convincing and stopped annoying. To achieve this I used the following rules:

Get straight to the point. An address like “Dear residents” makes it difficult to grasp the essence. If an advertisement hangs on a bus, everyone already understands that it is for passengers, but in a clinic it is for patients. The word “respected” is so worn out that it no longer has anything to do with respect. Write straight to the point: “The elevator is not working.”

Add benefit. People are not stupid: they understand the content of advertisements, even if they are poorly written. But ads won't work unless readers take the request seriously.

The reader thinks that the ad is not for him: “We work here, where else can we smoke?”, “I live in this yard and always park my car here.” To make your ad work, show the benefit to the reader: “Don’t park your car in the yard. Children play ball and can break the window.”

Get rid of exclamation marks. An exclamation point reflects a strong emotion. Two or three exclamation marks in a row - aggression. The number of exclamation points shows the degree of despair of the author, but does not affect the reader in any way. Is it just annoying:

Add an actor. Typical advertisements, like good guerrillas, do not reveal their authors. The maximum they offer is the signature “Administration”. Therefore, in the advertisements there is no one who “does not release products,” “allows entry only in shoe covers,” and “checks plumbing equipment.”

This approach blurs responsibility. The reader does not understand to whom he will be guilty if he breaks the rule. Therefore, the reader should not follow him. Compare: “Upon entering, show your pass to the security officer. Administration" and "Upon entering, present your pass to the security officer. Head of security V.V. Taranin. Tel.: (495) ...".

Write in human language. Many people think that in order to be respectable, advertisements should be written in formal language. This is wrong.

A good ad is written simply and in a humane way. It’s easier to read and everyone understands it. Remove “produced,” “given,” and “carried out” from the announcement.

Show you care. A good announcement not only prohibits or warns, but also prompts the right way. Not just “no entry without shoe covers,” but also “free shoe covers at the entrance.”

A simple, thoughtful announcement without any red tape is a feast for the heart.