*warning, I write essay length posts, but I promise its worth reading!!
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It is a definite challenge for sure. If it were easy, conversion goals would be much higher. There are many factors that can increase the difficulty, but from talking to other GSTLs, I've decided that it totally depends on the TM and your market. For me, my market is a highly well of area where people are highly protective of their credit scores and mileage cards rule king. This makes things difficult for our cashiers to even start making pitches, let alone actually signing someone up. Hopefully your market is not quite as affluent! If it is, just remember that our card has the power to beat other cards based on not necessarily the amount of money back, though even then it really is one of the best out there, but on the of her brnefits it offers. HELLO extra return days, free shipping, TCOE, pharmacy rewards, extra no receipt returns!! Figure out what makes your market tick and rotate your pitches to focus on that benefit.
I have some TMs who are superstars and some who don't give a damn about conversion. Here's where your talent management skills have to sharpen. As I said above, lay off on coaching for a month at minimum, and then bring that online slowly and carefully, especially given your age and that you came from another workcenter. The trick to getting your TMs to be interested in conversion is to help them understand the whys if how conversion helps them. It drives guest loyalty: people with redcards buy more per trip and make more trips than nonusers. The more someone shops in our stores, the more familiar they are with our layouts and they are able to find things on their own, they learn how our promos work, they build rapport with your TMs so they experience your store in a m ore positive light- all of these things will drive a positive shopping experience ans should increase your guest survey results. The higher the survey results, the higher the VIBE score, the higher the VIBE score, the higher your AE score, which means more money for raises. Hopefully you don't have to lean on the raises logic too much, but it's a nice one to have in your back pocket.
It also makes your job easier: people know which cards their returns are on, making the process go faster and then your SDTMs need less backup help, have kore time to focus on processes, and your guests feel happier because your lines move quickly and they are able to get full refunds for their items. The redcard helps guests when the item is past 120 days/was a gift because it gives them over $70 of refunds when you slide it on the "must exchange or call for override" after pressing K1. That is an impressive list and I haven't even given you all the whys!
But you might be thinking "ok, thanks for the laundry list, but I want to know how I get this info to my team!!" That's a tricky thing to do because it is notoriously difficult to get communication to cashiers and our store is still working on a great delivery model. However, you can start with something simple and fun. One of the ways you can help deliver your message globally is to take the store copy of the grid that is in your ESC (if you guys do this) and write a "did you know... [insert fact about redcard]" This gives the whole team something to learn, without making it feel heavy, and if you keep it consistent to one day a week when you open, the team will start looking forward to your notes and trust me, they will remind you to put them up if you forget!
One sure fire way that is better than everything I have said to get your team interested? Be good at it yourself. Put in effort yourself. Share your successful pitches, share your almost got them to sign up pitches, share your absolute fail pitches. Be accessible, and be personable- show you care even on the roughest, toughest day. This applies to anything you encounter honestly, because your team will take their attitude cues from you.