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On a recent trip to Rome, Italy, I was reminded of how a simple basket can increase sales. The day before returning to the States, I decided to buy a few souvenirs for friends and family from a makeshift store right in the middle of Campo de’ Fiori. After a few minutes of shopping, my hands were full. Noticing my predicament, the Bangladesh-born owner subtly offered me a small basket where I could place the objects. Before long, I had the basket full of souvenirs, and even some I might have skipped had it not been for the shopping comfort provided by the basket. Share a Basket How does your organization make it easy for your customers to shop? How do you provide the right infrastructure to make buying easy and seamless? The customer’s level of buying is usually based on comfort level, and we must do whatever possible to make the experience enjoyable. Keep your eye on the customer during the buying experience. If you have a clothing shop, offer to store some items near the counter while the customer continues to shop. If you are too busy to do this, it’s time to hire. This practice is simple, but it can generate significant sales and goodwill. Basket Shows Ownership Once a product is placed in the basket, the customer feels they own it, which is as good as a sale. The customer is going to place less value on a product they returned to the shelf, or one which is nearly falling out of their hands. We need to help the customer own the product. Think of the test drive when shopping for new cars. The salesperson is going to ask you to take for a spin. The goal is to feel yourself driving down the street in your own car. You can feel the ride, and imagine the positive comments made by your friends. You feel important! Intangible Products Not every basket is the same. If you sell intangible products, such as vacations, education, and financial investments, the basket is somewhat imaginary. However, the potential is even bigger because the basket has no limits. You help the customer determine how much they can fit in the basket. Imagine you are helping a couple plan a romantic vacation. You can select the location. Perhaps, you can recommend Paris, Barcelona, Rome, or possibly a Mediterranean cruise. When the couple makes a decision on the location, the size of the basket is selected, and you can make appropriate recommendations. If the cruise is selected, you can recommend the spa, and even some romantic excursions. The seller’s responsibility is to listen to the customer, and offer ideas that make sense. It is unprofessional to push products or services that are misaligned with the goals and objectives of the buyer. The basket approach can improve the level of customer support you offer, which directly translates to increase sales. To succeed with this approach, you must know what you offer, and how it can benefit the customer. By offering your basket in a natural and genuine way to the customer, you can expect loyalty in return.
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