How Goal Setting Impacts Sales

Management, Training

Is what you’re doing today getting you closer to where you want to be tomorrow? That’s the question you should be asking yourself as you evaluate your progress toward your business goals. On every shift, you and your staff have opportunities to get closer to your sales goals for the month, the quarter, and the year. Every time the door chime rings to announce a new customer, you have a brand new chance to impact your success. Goal setting is key. Set mini-goals that can be reached with each customer, and train your convenience store staff to focus on these smaller opportunities as stepping stones to big picture achievement. Here are some ideas to get you started:

Goal: Greet Every Customer and Invite Them Back for a Return Visit

Every customer interaction should start and end with exceptional customer service. Train staff members to acknowledge arriving customers. A simple “Hello” with a smile is okay, but whenever possible staff members should immediately offer assistance. As customers leave – whether they’ve purchased something or not – staff members should thank them for coming in and give them a reason to return, such as information about the upcoming lotto jackpot or next week’s foodservice promotion.

Goal: Increase Sales of Promotional Items

Your customers most likely have a particular item on their minds when they walk in the door, but that doesn’t mean they’re not open to additional purchases. In fact, many customers just need a little guidance to take advantage of special promotional items. Start with excellent merchandising, and test product placement by entering the store as a customer. What do you see? How can placement be improved? The second step is great sales dialogue. Train your staff to suggest promotional items to every customer. Use quick role-play exercises to give employees a chance to practice their suggestions and overcome objections.

Goal: Improve Participation in Loyalty Programs

Customer loyalty is critical to success in this industry. How many of your competitors do you pass on your route to work or on your way to pick up the kids? Your customers have the same options. From old-school coffee punch-cards to digital loyalty apps, make sure every customer not in your program already is encouraged to join.

Reward Staff Accomplishments

Did you notice what all these mini-goals have in common? The first is obvious: they all revolve around the customer, as all your goals should. The next is just as important: They can all be measured. Remember, what gets measured can be rewarded, and what gets rewarded gets done. When you’re diligent about goal setting, you’ll be able to track the achievement of mini-goals as well as progress toward your overall sales goal and recognize staff members accordingly.

Convenience Store Training

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