Pull—Don’t Push—Your Way to Clienteling Success

I define “clienteling” as proactively creating and managing client relationships so clients are more likely to think about, visit, and buy from your store when they have discretionary dollars to spend. I've seen top sales associates increase their traffic by as much as 30 percent and their sales by 50 percent through superior clienteling. If you're not clienteling, you must.The major resistance to clienteling comes from sales associates who are hesitant tocontact clients outside the store for fear such contact would harm their relation-ships. This is a legitimate concern, and I advise strongly against forcing contact when a good sales associate shows resistance.I've found that the most successful stores follow our training programs that teach their sales associates behaviors that lead clients to want follow-up contact. Creating such “pull”—as opposed to “push”—greatly red

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