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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