Partner Gardens Forum Retail Workshop David Morley, Director of Gardens, Shows and Retail & Tim Hollis, Head of RHS Buying

The good news is… Good Shopkeeping isn’t rocket science!

It’s about consistently combining these three blooms Compelling Promotions Outstanding Sales and Service Excellent Availability

Outstanding Sales and Service

“ An amazing man who helped a young child look at and hold a butterfly” “One extremely happy mum and aunt and of course baby. Thank you for the best snow day ever!!” Tuesday 3rd Feb 2015, Greg Ovenden - Wisley

Compelling Promotions

Excellent Availability

Successful Selling ABC Acknowledge, Build and Close Three Stages of Selling

Creating the Magic To create the magic, sellers should: Smile, be genuine, happy and helpful to all customers at all times Show a real interest in customers and their needs Enjoy work and this will be reflected in your interaction with customers and colleagues Work well as a team, good camaraderie is noticeable Never take a short term view and see the customers for the ‘length of the sale’, see them for a ‘lifetime’ Treat customers and colleagues as you would like to be treated

Successful Selling Ability to talk easily and build conversation Excellent assortment and product knowledge Knowledge of stock availability Ability to ask open questions and unlock the customers needs Great listening skills Ability to make recommendations based on customers needs Upselling skills Introducing related add-on sales Techniques for closing the sale

The Three Main Stages of a Sale Stage One: Acknowledge Getting this right engages the customer straight away and gives them the chance to confirm the sort of help they need “Can I help you?” is a conditioned greeting and closed question, just as “I’m just looking” is a conditioned response

The Three Main Stages of a Sale Stage Two: Building the Sale Customers generally need your help to know what’s available, know the difference between products and what options are available Your job is to guide them through this process so they leave having made the right purchase and having had a great shopping experience

The Three Main Stages of a Sale Stage Three: Closing the Sale Persuading someone to buy is about getting the right outcome for both parties The customer receives fantastic customer service and buys a great product that they are delighted with, and you make the sale We are retailers so closing the sale is essential!

Retail Opportunities What Is Your Focus? - Plants - Gifts - Catering Play to your strengths, especially if space is a consideration

Retail Opportunities

Your garden visitor/customer is the most important person to you Determine their needs, are they local or tourists? Locals - keen to see newness in range Tourists - want a souvenir of their visit You need products that your customers want to buy and a product range that will satisfy their needs and desires

Retail Opportunities Use Local Suppliers This could be across many product categories. For example local nurseries, cards, jewellery, food. This will give you a real point of difference Local suppliers can work with you on your busiest days to help sell/utilise their expertise

Retail Opportunities Challenges in Product Selection Smaller operations affected by suppliers T&Cs. (min order values and shipping costs) Talk to suppliers to determine their best sellers and focus on these Avoid the temptation to buy across a range - keep it authoritative

Retail Opportunities Point Of Sale Importance of clarity in how this is presented to the customer Focus on key facts and keep it consistent in look

Retail Opportunities

RHS Partners in Retail To highlight recent successes in product ranges across a variety of categories Apta Pots Wax Lyrical Jayco Gloves Burgon and Ball

Your thoughts and observations?