Product Selection
Selling Backpacks
(Searchable Index supplied shortly)
Chapter 1
In Store Sales & Marketing Techniques
1.1 Quality and Functionality versus Style and Colour
Backpacks lacking Quality, or of poor Functionality, often rely on Style
and Colour and excessive external features to sell the product. These products
are generally less expensive and best sold in self-service, large department
stores. Backpacks of this type are generally not chosen in the making of
store house brands where the quality and functionality of the backpack represents
the company.
Each successful backpack retailer is identified with one particular brand,
either a house brand, or a known quality product. If the store cannot be
identified with a backpack of this quality, it is unlikely the store will
succeed in capturing the larger backpack market.
Statements are made by store sales staff state that "the customer is
attracted to backpacks of a particular Style and Colour, or "it is easier
to sell the backpack that the customer is first attracted to, and currently
surveying within the store". While this may be true, Quality and Functionality
will often triumph over Style and Colour if the customer is given the correct
advice about the choices of backpacks available, and the backpack is fitted
as part of the selling process.
We are not saying that Style and Colour are not an important part of
the backpack overall design, just that Quality and Functionality should
take precedence over Style and Colour.
1.2 House Brand versus Exclusive Brand
Retailers can only rely on house brands, or exclusive brands to establish
a relationship between the product range and their own company. There is
no point promoting a product that is available at retail establishments
elsewhere for a number reasons. Stores that rely on limited service, or
self-service selling, can often sell the product cheaper and often trade
off the “specialist” stores product expertise. Another reason is that there
is no control on the wholesale price of the product available to competitors.
An exclusive brand would be the better choice if available, and then
the retailer can rely on the marketing of the manufacturer to promote the
product. Product from a reputable supplier would be available on demand,
there is no need to make excessive purchases, and product style and functionality
will remain current.
The manufacturer is responsible and can guarantee quality, design style
and functionality, product availability, product range, catalogues and other
merchandising material. The manufacturer can offer an established brand,
or work hand in hand with exclusive partners to establish a mutually beneficial
market for their product.
It is important to note that this exclusive product range has been chosen
to represent the company and should then be of a conservative style, high
quality and have high functionality. Staff should know this product well
and be able to demonstrate the product to the customer with confidence and
pride.
1.3 Price Ranging
1.3.1 Low Price Range
This would typically be hike packs or travel packs selling from AU$100.00
to AU$225.00. This product range is the typical range of product for discount
stores, disposal stores, luggage shops, department stores and many other
self-service retail establishments. It is also the product of choice with
many retail staff without backpacking experience, or lacking the expertise
to sell technical backpacks. These low price range products are often the
choice of retail managers in discount stores, as the customers choose these
products on price, and little or no sales skill is required.
The Low Price Range of product is also the most competitive for this
reason, and consequently, is usually the first to show slower sales in a
market downturn.
Almost no credible backpack retail establishment would entertain stocking
these products, as the quality and functionality is generally not to their
standard. The product is also far too competitive, and the staff at most
credible backpack retail establishments would prefer not to sell these products.
Having said that, there may be a requirement for the backpack retail
establishment to stock one credible range of product in the Low Price Range
to present an image of low pricing, and to offer an alternative purchase
for the customer seeking that cheaper purchase.
1.3.2 Medium Price Range
This would typically be hike packs or travel packs selling from AU$225.00
to AU$350.00. The Medium Price Range is most typically the lower price range
chosen at credible backpack retailers, and is often the product of choice
for store house brands. These backpacks should normally represent good quality,
good functionality and value for money.
Typically, the Medium Price Range of backpack is usually found at credible
backpack retailers with a reputation for selling quality backpacks, and
most often, the product would be the stores own house brand. This would
be the price range and backpack of choice if the store were seeking to stock
a house brand, or an exclusive label.
The market for these products for this reason is not as competitive as
it is for Low Price Range backpacks, and because of the exclusivity of the
product the customers would find it difficult to make comparisons with like
products.
This range of backpacks would then normally be sold entirely on the credibility
of the retail establishment.
1.3.3 High Price Range
This would typically be hike packs or travel packs selling from AU$350.00
to AU$495.00. This range of backpacks is only found in credible backpack
retail establishments and the wholesale or manufacturing distributor often
controls the selection of retail establishment.
This High Price Range of backpacks can only be sold by stores with good
expertise in selling backpacks, or in the customers mind, have a high level
of credibility within the outdoor industry.
Due to the price of the product and the fact it is a smaller market than
either the Lower Price Range, or Medium Price Range of Product, only a limited
number of stores are able to access and retail these backpacks.
These backpacks are facing more competition these days with Asian made
products competing more aggressively with higher levels of quality and functionality
within the Medium Price Range of Products.
1.4 Backpack Display
Filling or stuffing backpacks on display should not be a half hearted
attempt. Completely filling the backpacks on display to the maximum demonstrates
the total capacity and highlights the line, or style and shape of the product.
This is very important to the potential backpack buyer.
More important than Style or Colour, is Quality and Functionality to
the astute backpack buyer and Style or Colour is of a secondary importance
chosen from the selection available. This does not mean that Style or Colour
is unimportant, far from it, but Style or Colour should not be put before
substance, or Quality and Functionality.
Prices should also be clearly visible at a distance; this serves to identify
the price range for the customer and save the customer any unnecessary embarrassment
in declining a backpack outside of their price range.
The exclusive product or house brand should be displayed apart and near
to other products in the whole of the range. This product range should be
given priority in merchandising, window display, position within the backpack
display, and in the selling process, This product should be a constant long
term display within the store, as repeat sales on recommendations from past
customers will be directed to this range of exclusive product. Separating
the exclusive product range and promoting the product in this way will then
arouse customer curiosity. Conversely, if the product is mixed in with other
products, it will loose all impact.
1.5 Advertise as Backpack Professionals
When a store firmly believes they have the correct stock range to satisfy
most customer demands, and that the store has trained professionals in selling
and fitting backpacks, the retail establishment should advertise this fact.
It should be advertised and demonstrated in the window displays, in the
backpack displays and in all store advertising.
Include information in these displays that confirm in the customers mind
that this store can satisfy all their demands, supply a high quality, high
functioning product, professionally fitted at a value for money price point.
Chapter 2:
A Guide to Selling Back Packs
2.1 Choosing the Type of Backpack
First, we need to ask the customer, what is the purpose of their backpack
purchase?
- Overseas Travel
- Day Walks
- Overnight Walks
- Weekend Walks
- Extended Walks
Or, a combination of the above considering the:
2.2 Types of Backpacks Available
- Hiking/Bushwalking Packs
- Travel Packs including Hybrid Backpacks
- Daypacks
2.3 Selecting & Selling the Backpack
We then need to advise what backpack would best suit the customer’s Purpose,
their Physical Size/Torso Length, and their Price Range.
To do this we need to suggest to the customer several backpacks in varying
brands and price categories, emphasising the importance of purchasing a
backpack of the correct Size/Torso Length.
As a suitable strategy, start with a product in the mid price range working
up or down from this price range depending on the customer’s price preference.
Never suggest to the customer that they should purchase a backpack of a
cheaper quality, particularly when the customer is prepared to pay for a
better quality product. This is regardless of whether the customer requires
the backpack for limited use, such as travelling for only a few days, or
only hiking for the weekend. Some customers prefer and can afford to purchase
a better quality product. Offering the customer an inferior product by misrepresenting
the quality will quite often result in a sale in the short term, but will
destroy the retail establishment’s credibility and lead to a loss of business
in the long term.
Have the features and benefits of each of the backpacks on display clear
in your mind, or identify the features you see pointing out the benefits
for the customer, and the differences between the recommended backpacks.
The salesperson should have in mind two product preferences within the
selected range and then demonstrate the features available in their second
preference of backpack. The main feature on most backpacks of quality is
similar and demonstrating the features of the salesperson’s second preference
provides the customer with their first choice of backpack. The salesperson
should then demonstrate their first preference of backpack, then offer,
or insist that the customer allow having the backpack fitted to them. This
can often be achieved by stating the truth, that it will assist the customer
in making the correct choice of backpack, even if the customer is intending
to shop elsewhere. This information will give them the necessary knowledge
to make the correct choice of product. It is a good idea that the customers
view themself in a mirror while the backpack is custom fitted. This allows
the customer a better insight into the fitting process, and enables the
customer to find and locate buckles and straps that are normally out of
sight.
Then point out the reason for not purchasing a backpack of the wrong
size, and how well the custom fitting works in distributing the backpack
load, provided that the backpack is loaded correctly.
The salesperson should be aware that some customers would ask that the
backpack to be weighted, and the salesperson should be prepared to meet
this request.
Then allow the customer to make their choice between the two selected
backpacks. If you remove the customers right of choice by over promoting
the one product, you will probably lose the sale. The customer may also
become confused if shown too many choices of product and it should not be
necessary for the customer to have more than two choices fitted, as each
custom fitting takes time. This problem will not eventuate if you have given
proper assistance to backpack selection. The ultimate goal here is to narrow
the customers choice to the one backpack.
2.4 Closing the Sale
Do not be afraid to ask for the sale, if you have given proper attention
to product selection and advised the customer correctly, the customer will
purchase the product from you. One way to finalise the sales process is
to ask, “how many backpacks would you like to purchase”, or ask their colour
preference from the selection available.
In the event of the customer not purchasing at this time, try to obtain
a commitment to buy from you and your retail establishment when they have
decided on the product of their choice.
Remember, if you do not sell the backpack, you forfeit all add on sales.
Once the customer has made their choice, be enthusiastic on the customer’s
choice of product, congratulate them again pointing out the features and
benefits of their choice of product. With the larger Internal Frame backpacks
the salesperson will have demonstrated how the bars flex to distribute the
load, and have already custom fitted the backpack during the selection and
selling process. Then demonstrate to the customer the facilities available
on that backpack for custom fitting, and show them how to make those adjustments.
Also, include in this demonstration techniques for putting on and taking
off the backpack without causing back or shoulder injury, and how to alternatively
attach the daypack to the main backpack.
Have patience in selling backpacks, selling a larger Internal Frame backpack
could take anywhere from thirty minutes to one hour, but remember, repeat
business to family, friends, and hiking or travelling companions is quite
common with backpack sales. Once your personal expertise, and the stores
credibility is established, repeat sales to a previous customer, or referred
customer will often be made much quicker than the original sale. In addition,
backpack sales lead to add on sales in sleeping bags, boots, tents, clothing,
and all manner of accessories. Remember, all other sales are more easily
made once you have established the customer’s confidence in assisting their
major purchase.
2.5 Examples of Add on Sales
By offering, add on sales the salesperson may be saving the customer
another trip the store, or worse, apart from the inconvenience, the customer
may purchase these items at another retail Establishment.
Some examples of add on sales are, Tents, Sleeping Bags, Boots, Backpack
Rain Covers, Bivvy Bags, Gaiters, Rain Wear, Hats, Fly Nets, Socks, Mess
Kits, Compasses, Stoves, Lights, Ground Mats, Sleeping Bag Inner Sheets,
Power Adaptors, Money Belts, Travel Wallets, Swiss Army Knife, and more.
Why not make up a separate list for hiking and travelling, and make this
list available to the customer. This will then serve as a reference for
all salespersons when selling a hike or travel pack.
Chapter 3:
Reasons Why Backpack Sales are Lost
3:1 Ignoring the Customer
Routine store work, avoiding the customer, reading the paper, chatting
to work mates, or having that cup of coffee is the most efficient way to
dismiss and lose a customer. If the customer should ask directions to a
product, do not simply point the way refusing to move from your comfort
zone. Even if the product is clearly visible, the customer deserves to be
personally directed to the product, and shown respect.
3.2 Lack of Choice
Not offering the customer a choice of product to purchase is a sure way
to antagonize your customer. White Mountain™ recommend the salesperson demonstrate
the features of a backpack of their second preference first, and then the
salesperson should move onto their first preference. This should only be
done giving consideration to the customer’s choice of price range. The salesperson
should explain why this backpack is their personal preference and offer,
or insist that the customer allow the backpack to be fitted to them. This
can often be achieved by stating it will assist the customer in making the
correct choice of backpack, then the importance of backpack size and functionality
can be practically demonstrated while the backpack is on the customer. This
will retain the customer’s choice of product by providing two choices of
product and prove the salespersons, and thereby the stores level of backpack
expertise. Generally, customers that are bullied into purchasing the salesperson’s
choice of product will not make a purchase and certainly will not recommend
that store to family, friends and colleagues.
3.3 Lack of Service
Lack of service would include the backpack not being correctly fitted,
or customized during the selling process. If the customer has looked elsewhere,
or is intending to look elsewhere, fitting the backpack will demonstrate
to the customer the level of backpack expertise available within the retail
establishment. Simply demonstrating the backpack and not the level of expertise
available, will not entice the customer to purchase, particularly when they
have looked at backpacks in an established backpack retailer with their
own house brand, or exclusive backpack range.
3.4 Lack of Credibility
Stores with an established house brand, or exclusive backpack range,
already have credibility as a provider of quality, high functioning backpacks.
This is true even when the backpacks sold in these establishments are not
of high quality and high functionality. It is worth noting though, that
these stores put their own reputation up front in selling these products
and often have spent a great deal of money establishing a relationship with
their own brand of product. Even when a customer is shown a better backpack,
it is unlikely that they will make a purchase. The salesperson would need
to demonstrate the functionality of the better backpack, and the only way
to do this is to have the customer agree to have the backpack correctly
fitted. Even if the product is not of the same quality as the competitor’s
house brand or exclusive product, demonstrating a high level of expertise
will generally win the sale. This level of service in time will build the
stores reputation as a credible backpack retailer, particularly if the store
supports a house brand or exclusive product of their own.
3.5 Irregular Product Range
The entire range of backpacks is changed on a regular basis within the
store. This will destroy any credibility achieved with past sales and demonstrate
a lack of product loyalty and store confidence with any one brand of product.
3.6 Excessive Product Choice
When the choice of brand and price range is excessive, it promotes confusion
for the customer and demonstrates a lack of research on the retailer’s behalf
for the customers benefit. Retail establishments should carefully choose
their own selection of brand and price range based on their experience and
local market requirements.
3.7 Poor Product Display
Often this includes not providing an atmosphere conducive to selling
backpacks, in particular, but exclusively poor product display. This includes
backpacks half filled, straps undone, backpacks dusty and products poorly
organized. This is enough to chase away any potential customer, regardless
of the level of service provided.
3.8 Inadequate Floor Space
It is a necessity that the store provides enough space within the backpack
display area to custom fit a backpack without interruption by store sales
staff and other customers. Interruptions can cause distraction, possibly
embarrass the potential customer, and forfeit the opportunity to custom
fit the backpack of their choice. Consequentially the sale may well be lost.
3.9 Inadequate Seating
Quite often, friends, colleagues or relatives accompany backpack buyers,
and providing seating for these visitors or onlookers will provide an often-neglected
service. Perhaps the seating can be the same seating used in the fitting
of shoes and boots. The salesperson can then demonstrate the backpack to
the customer and their associates at the one time gaining more than the
one goodwill ambassador for the retail establishment and possibly secure
a second or third sale.
3.10 Weighting Backpacks on Request
The salesperson should be prepared to accept a request for a weighted
backpack to be while worn by the customer. A weighted backpack gives an
accurate practical demonstration of the backpack under load. The salesperson
can then offer a weight of 10 kilograms or 5 kilograms. Place the weight
high inside the backpack against the back and support the weight by perhaps
two or three sleeping bags. The backpack must be custom fitted before weighting
the backpack and all compression straps tightened. Not correctly positioning
the backpack on the back is major problem with weighting backpacks for inexperienced
backpackers. Inexperienced backpackers tend not to draw the backpack up
high enough on the back. Positioned correctly the Internal Staves must be
following the contour of the back, the Upper Stabilizer Straps must be positioned
below the collar bone and the hip belt level with or just below the hip
bone or Iliac Crest.
3.11 Mirrors
Another important tool in selling backpacks is a full-length mirror,
as a customer can see what the backpack will look like when worn. Even if
the customer does not ask to see the backpack in the mirror, the salesperson
can be assured that most customers do want to see the backpack on their
back.
The mirror is also the perfect tool to demonstrate the backpack fitting,
the salesperson can show the customer the contour of the staves, the position
of the upper stabilizer straps and the position of straps that the customer
needs when adjusting the backpack positioning.
A mirror should be in a fixed position near to the backpacks and can
be used in conjunction with clothing sales. Even if the customer is trying
on daypacks, they can put the daypack on and check themselves in the mirror
without feeling embarrassed in seeking a mirror elsewhere in the store.
A mirror is an often-overlooked necessity in making sales of clothing,
hats, boots, and backpacks. A mirror should not be treated as an addition-selling
accessory or an added bonus for the customer. Customers buying these products
should not be required to ask or search for a mirror that should be correctly
position, and provided as a matter of course in every retail establishment.
Another often overlooked fact is that mirrors offer a deterrent to shop
stealing, giving the salesperson a better view of the store.
3.12 Time Restraints
White Mountain™ are aware that some retail establishments are not fitting
backpacks, particularly and surprisingly the “specialist stores”. We have
heard from a number of proprietors and store managers that they sell x,
y, z brand and do not need to fit these backpacks. These stores appeal to
customers with their exclusive or house brand products and neglect to inform
the customer that the backpack will not function effectively if not custom
fitted. The excuse that these stores use is that it takes too long to custom
fit backpacks, regardless of the necessity of this service. Many backpack
manufacturers now put a disclaimer on their catalogues that states the backpack
will not function properly if not correctly fitted.
White Mountain™ believes that it is actually quicker to fit the backpack
following our suggested sales procedure. Once a backpack is selected and
custom fitted the customer is most often willing to purchase that product.
When offered a unique service, the customer is usually very appreciative,
and often will not look any further. If the customer does not purchase at
that time, they will most likely return after visiting other retail establishments
that do not offer, or haven’t the knowledge to custom fit backpacks. Alternatively,
if the customer has already been to other retail establishments, it is highly
likely that following the White Mountain™ suggested selling procedure, the
customer will commit and make a purchase without looking any further.
Chapter 4:
In Conclusion
It is the White Mountain™ experience that stores chasing the lower price
point while continually changing the product range, sell less backpacks
than stores supporting a range that is a constant feature of their display
of good quality product that is value for money.
Stores that are successful in backpack sales may bring in quality specials
as an extra feature to the permanent range, this provides a lower price
alternative while still providing the customer with a higher quality product.
When choosing to replace a current product range, new products in successful
backpack retail establishments are subjected to intense scrutiny. There
are stores that are selling 80 to 200 travel packs per month and these points
listed are only part of the recipe to successful backpack sales.
“Specialist” stores have chosen to concentrate their sales on backpacks,
sleeping bags, clothing and boots, all other products sold are equally important,
but do not dominate the store display. Clothing, boots, sleeping bags, and
backpacks are a potent combination bringing high income to stores that have
departed from general camping, for example, family tents, gas equipment,
furniture, barbeques, and disposals products.
There are independent “Specialist Stores” with high incomes, simply trading
on the correct choice of product giving the best of customer service in
stores of only an average size. We have also ascertained that the
total percentage of sales in backpacks for these “Specialist Stores” is
15% to 20% or more of the total store turnover, which is a staggering figure.
In essence the sales person should give cheerful friendly service, have
patience, assist in backpack selection, always custom fit the backpack,
weighting the backpack if requested, instruct the customer on putting on
and removing the backpack. Then after achieving the customer’s confidence
and commitment to purchase, suggest add on sales that are of value to the
customer.
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