- Joined
- Jan 13, 2013
- Messages
- 133
Green, I haven't read all the responses to your question on here, but I am a GSTL and 6 months ago when I started at my store, we were blood red on conversion. I had a LOT of talks with my cashiers and did a TON of observations. Here's what I can offer you:
When cashiers ask in that "tiered" approach, they rarely get a sign up. The reason for this is you're exasperating your guests with too many questions.. And once you get a "no" you need to be ready with your best pitch. All these close-ended questions usually end up in a lot of "no's" because we are programmed to just keep saying no.
I tell my cashiers to ask at the very beginning of the transaction, once you can have the guests full attention "are you going to be saving your 5% today with your REDcard?" If they say yes, awesome! Tell them their savings.
If they say no:
This is where it varies for different cashiers and even guests. I am actually pretty good at getting redcards, even just by walking up an pitching it cold with my cashiers. I am very about personality when you're selling. Example: the other night my cashier had a guest with a $140 purchase. I didn't hear her ask her guest if she was paying with a redcard, so I walked over...
Me: "So I KNOW you guys are using a redcard today because you'll be saving 7 bucks!"
Guest: "Hmm..."
Me: "seriously, it's so quick to sign up, and if you have your check on you, the debit card works just like your regular debit card. You have a pin and everything, but you use it at target to save that 5% everytime. You Guys should get it. I love mine."
Guest: "yeah, let's do it!"
No joke. Happens all the time. I don't get tripped up on my words, I can change my pitch to fit different guests, ages, faster slower, whatever.
I have an extensive sales background, so I find it easy to read people and be able to get straight to the point. My biggest advice is to really just work on how you talk to people. If you GENUINELY believe in what you're selling and you're positive about the outcome, you'll have no problems.
Example: at my store I had a team that all but maybe two cashiers, would all complain and whine and talk about how hard getting cards were and would come up with a billion (literally) excuses about why they couldn't get them...
So I have a ton of conversations, coachings, role playing, competitions... Etc etc and it did little to improve our conversion.
Then I hired three new cashiers and made sure to talk about the card multiple times in their interviews. I sold every single one of the on the card and put good vibes into the idea of it. Guess what? They are KILLING it on conversion. They each get 2-5 cards a shift... So all my cashiers that say its impossible, are not really trying. Sorry, but its true. And now that the older cashiers are seeing the new ones come in and do great, we had more tough convos and now we are performing better than ever. For a store that spent 5 months consistently red, we have now been really really green for two weeks and this week is already looking good too.
So again, my best advice is, stay positive, get your pitch quick and concise, play to your guests (if they're young, be like "dude, get this card" if they're older talk about pharmacy rewards...) Whatever you think will interest them the most instead of just listing all the benefits mindlessly, don't ask so many questions, only if they're using their card in the beginning and then jump straight into explaining the debit.
If you need me to elaborate on anything, just let me know. It's very possible if you really know your stuff and you don't waste time with all those questions.
Plus, I always offer to take over my cashiers lanes if they're signing someone up so people don't have to wait. And make sure you tell them they can bring back their check the same day, sign up at guest service and save their money on that same receipt same day.
I'm sure there's more I'm forgetting...
When cashiers ask in that "tiered" approach, they rarely get a sign up. The reason for this is you're exasperating your guests with too many questions.. And once you get a "no" you need to be ready with your best pitch. All these close-ended questions usually end up in a lot of "no's" because we are programmed to just keep saying no.
I tell my cashiers to ask at the very beginning of the transaction, once you can have the guests full attention "are you going to be saving your 5% today with your REDcard?" If they say yes, awesome! Tell them their savings.
If they say no:
This is where it varies for different cashiers and even guests. I am actually pretty good at getting redcards, even just by walking up an pitching it cold with my cashiers. I am very about personality when you're selling. Example: the other night my cashier had a guest with a $140 purchase. I didn't hear her ask her guest if she was paying with a redcard, so I walked over...
Me: "So I KNOW you guys are using a redcard today because you'll be saving 7 bucks!"
Guest: "Hmm..."
Me: "seriously, it's so quick to sign up, and if you have your check on you, the debit card works just like your regular debit card. You have a pin and everything, but you use it at target to save that 5% everytime. You Guys should get it. I love mine."
Guest: "yeah, let's do it!"
No joke. Happens all the time. I don't get tripped up on my words, I can change my pitch to fit different guests, ages, faster slower, whatever.
I have an extensive sales background, so I find it easy to read people and be able to get straight to the point. My biggest advice is to really just work on how you talk to people. If you GENUINELY believe in what you're selling and you're positive about the outcome, you'll have no problems.
Example: at my store I had a team that all but maybe two cashiers, would all complain and whine and talk about how hard getting cards were and would come up with a billion (literally) excuses about why they couldn't get them...
So I have a ton of conversations, coachings, role playing, competitions... Etc etc and it did little to improve our conversion.
Then I hired three new cashiers and made sure to talk about the card multiple times in their interviews. I sold every single one of the on the card and put good vibes into the idea of it. Guess what? They are KILLING it on conversion. They each get 2-5 cards a shift... So all my cashiers that say its impossible, are not really trying. Sorry, but its true. And now that the older cashiers are seeing the new ones come in and do great, we had more tough convos and now we are performing better than ever. For a store that spent 5 months consistently red, we have now been really really green for two weeks and this week is already looking good too.
So again, my best advice is, stay positive, get your pitch quick and concise, play to your guests (if they're young, be like "dude, get this card" if they're older talk about pharmacy rewards...) Whatever you think will interest them the most instead of just listing all the benefits mindlessly, don't ask so many questions, only if they're using their card in the beginning and then jump straight into explaining the debit.
If you need me to elaborate on anything, just let me know. It's very possible if you really know your stuff and you don't waste time with all those questions.
Plus, I always offer to take over my cashiers lanes if they're signing someone up so people don't have to wait. And make sure you tell them they can bring back their check the same day, sign up at guest service and save their money on that same receipt same day.
I'm sure there's more I'm forgetting...
! I owe you guys a lot of thanks for all the advice as well. Sometimes it just takes some getting used to.
