For retailers, this is a serious problem that results in product returns and decreased customer loyalty, though it can be lessened by educating customers on how they can protect their CE investments with surge suppression and power delivery products that remove line noise, and improve the delivery of current to drive their components to near-laboratory standards. In this case, a hardware demo may be unnecessary, although an educated retail employee can ask the right questions and offer additional information to make all the difference in the sale of these key CE accessories.
And just as education and product demonstration are vital, so is encouraging retail sales employees to incorporate accessories into their daily customer interactions. To do so, retailers need to structure compensation plans to provide positive incentives for bundling each sale with accessories. In some cases, it may also be appropriate to cut commissions on the primary component or system when it is not bundled with a specific accessory. In order to make these internal promotions go the extra mile, we recommend internal communications that publicly acknowledge top salespeople.
In most cases, retailers will also find that employee recognition builds confidence, encourages competition and has a noticeable positive impact on their bottom line. -Richard McCarthy