Victim or Victor
• Target your marketing. Create top-of-mind awareness. Send special offers to your most profitable customers. Contact customers who bought big screens last year about adding audio or networking to their systems. Use direct mail. Collect e-mail addresses from customers and send new product announcements and helpful “how-to” hints.
• Beef up your training. Conduct store meetings on improving customer service and customer-focused selling skills. Use learning programs produced by your buying groups to ensure your associates are truly experts. Start a company book club.
• Add one item to each sale. Track the average number of items sold per ticket. Add one cable, one pair of speakers, one service contract, one accessory or a disposer to each transaction. Try to add a matching dryer to each washer sale or a lamp with a sofa.