Re-Styling

Wednesday, November 01, 2023

It is dawning on me that I’m in a new world. I suppose my awareness began to emerge during the months of my working at Home Depot. I had to adjust to the company’s ways of managing and selling. The past couple of days, however, have altered my mental landscape because of my interview at Ross Stores and my orientation at Macy’s.

To my surprise, both Ross and Macy’s promote hands-off selling. I’m gathering that while at Macy’s, I’ll work at a register, straighten stock, and be available if a customer wants help, but I needn’t approach anyone. (Too bad, for I enjoy initiating energy.)

Thanks to the internet, consumers have access to more information than ever. They can compare prices, read reviews, and see what items look like on different people before they enter a store. Consumers educated about the products they’re buying are more empowered to decide independently. Also, people are busier today, with less time to browse, and want to get in and out of stores quickly and easily.

So, today’s sales techniques don’t focus on relationships with customers. That’s completely opposite to my many years of training salespeople. In my career days, creating and maintaining relationships were major components in selling and increasing profits. Today, and to my shock, that’s gone.

Retailers under increasing pressure to be efficient and profitable seek ways to reduce costs and improve margins. One is by reducing the number of salespeople on the floor. Whether leaving customers alone is better depends on the buyers’ preferences about shopping at their own pace or being helped by a salesperson.

I can understand now more clearly why Ross Stores has a strict policy of hands-off to helping customers. Yesterday, I observed at Macy’s a balance between giving customers the space they want and being available to help when needed. It’s worthwhile to note that both retailers also sell online.

Dear Friends: More education is leading to readjusting my perspective. Diana