Top 4 Skills That Define A Good Retail Promoter

A retail promoter is the brand’s sales representative at the physical store. They are deployed on the shop floor to maximize sales. A product manufacturer or brand seeks their services and feedback to maximize the company’s profit and expand their business. A retail promoter also sets sales goals and then prepares the in-store retail staff to work towards meeting them in the long run.

Importance of a retail promoter

A capable retail promoter is the back-bone of in-store promotions. They play an essential role in attracting new customers and helps the companies reach their revenue targets. It is done by making product presentations, answering customers’ queries, understanding and conveying customer’s needs and problems to brand manufacturers, and approaching potential customers.

Tactical aspects of a marketing strategy handled by retail promoters help organizations define key performance indicators and achieve goals.

What makes a good retail promoter?

Retail promoter are your company’s advocate in front of the customers. Besides excellent communication skills and professional demeanour, they should be trained to learn the following.

1)    The craft of product placement

When the customer enters a store, the first thing they look for the products they have come to buy. In many cases, their first question is about the place or shelf where they should be looking for the product. This is where the ingenuity of an in-store promoter comes to test.  Good promoters place their products in easy-to-reach, high shopper density areas where the products can easily be seen. Whether on regular days or during promotional events, adept store promoters never miss a chance to “disrupt” the shoppers’ experience. While positioning goods to comply with the guidelines of the company/brand, they also ensure optimum usage of the space available at the store.

2)    In-depth knowledge about the product

Clear communication is the first step towards sustaining customer engagement, and the latter isn’t possible if the retail promoter is not thorough with the details of the product. To answer customers’ queries and convince them that the product suits their needs well, the retail promoter must know the product they are selling inside out. While pressurizing customers to buy the product may seem like you just want them to shell their money out, sharing knowledge with them and educating them about their purchase decisions shows that you really care for their needs and intend to help them make financially intelligent decisions.

3)    Product demonstration skills

An expert retail promoter is able to offer competent advice on how to use the product, its proper storage and maintenance, and what is to be done in case the customer faces any issues while using the product. Remember that just singing praises but not being able to show how the product is going to add value to a customer’s life minimizes the probability of a customer making a purchase.

4)    Customer services skills

‘Customer is King’, and they should be treated the same way. Retail promoters, along with the retail sales staff, should be well-spoken, polite, and trained to handle untoward situations too. At times, even a seemingly passable incident of contretemps with customers may snowball into the reputation of the store or the brand getting affected. Hence, retail promoters should be able to manage customers well and take their feedback constructively.

About This Author

Aanand Verma Joined: April 16th, 2020