by Diane Perez

Created on: September 24, 2009   Last Updated: September 07, 2010

Avoiding common sales errors will help to increase sales for your store as well as increase your number of repeat customers. Repeat customers are the backbone of a successful business. Additionally, if you work on commission, avoiding these common sales errors will also increase your paycheck.

The first error is not greeting the customer within 30 seconds of her entering your department (or store). Even if you are with another customer, a simple "Good Morning" to an approaching customer will acknowledge her presence and encourage her to browse the merchandise until you can wait on her. Acknowledging your customer is part of making her feel important, and she is important to your business.

Be careful to genuinely listen to the customer's needs. Keep a small pad and pen in your pocket to write down any details, such as shoe size, so you will bring the correct merchandise to the customer the first time. Serve your customer's needs and you will be more likely to make the sale, and more likely to develop a rapport to encourage her repeat business. She may also help to grow your business by telling others of her positive experience.

A common error of some salespeople is to bring only the requested item. A good rule of thumb is to bring two additional items that are similar in style or color. If you present only one piece of merchandise to the customer, then you will only sell one item. If you present three items, however, then you have the opportunity to sell more than one item.

After the customer has made her selections and is ready to ring up, ask her if she would like to put the purchase on her store credit card. This is the perfect opportunity to offer the store card, along with any accompanying discount. Not offering the store card is an important sales error to avoid since research has shown that customers buy more when they have store credit cards. Retail is a tough business in this recession, and doing whatever one can to increase sales is a form of job security.

After you complete payment, present the merchandise to the customer while making eye contact and smiling. Thank her for the sale and invite her to visit again.

Most customer complaints are about poor service and sales people who do not know their merchandise. Avoid these common sales errors by learning about the products you sell, and by providing superior service from the moment the customer enters your department.

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