In August's issue, retail expert and high street advocate Clare Bailey, founder of The Retail Champion, wrote about fixing supply chain risk – but now, with peak and Black Friday looming, it’s time to sell smarter, she explains …
Autumn is the danger zone. Shoppers pause. They wait for Black Friday ‘bargains’. Big-ticket sales stall. Footfall softens. Retailers panic, slash prices, shred margin – and wonder where the profit went by Christmas.
But smart independents don’t wait for November. They win early. You protect margin not with discounting, but by training your team to sell earlier, better, and with purpose.
I sit on the board of the Institute of Sales Professionals because I know selling isn’t about pushing product. It’s about asking smarter questions. It’s about guiding the customer to what they want – and removing every reason to walk away.
Your team can’t just be greeters. They need to be advisors, problem-solvers, confidence boosters. The kind who can uncover what’s really driving the sale … Who’s coming for Christmas? What’s the guest room like? How many do you need to seat? When do you need it?
Understanding the buying motivation of potential customers allows you to guide them to the best choices for their needs. Make your shoppers feel seen, understood, and ready to buy. They won’t just remember the product, they’ll remember you.
Then, when the conversation’s flowing, sell the whole package – not just the bed, but the mattress protector, the bedside table, etc. Not only for the upsell (although that’s a bonus), but because it makes the customer feel cared for. You’ve listened and understood their needs and wants (and budget, potentially).
Crucially, it helps them with their vision and shows you can provide the perfect solution for their room overhaul based on what they are looking for.
This is also where supply chain agility counts. A hesitant customer turns cold when they hear delivery by January when they want something for Christmas. Strong sellers tackle that up front – check stock, offer alternatives, and pivot the customer to in-stock options, quickly, smoothly, confidently.
Selling is also subconscious – your showroom should speak to all five senses. Roomsets that whisper, “Here’s your perfect Christmas set-up.” Warm lighting. Subtle scent. Soft textures. Music that slows them down. Dwell time boosts sales.
Online only? Don’t forget the art of silent selling. Rich imagery. Styled bundles. Copy that converts. Great user experience. Even live consultations. If you can’t sell in person, sell through the screen.
Ultimately, you're not just selling furniture – you’re selling the pride of hosting guests, the joy of a well-dressed table at your dinner party, and overnight visitors sleeping soundly – these emotions matter.
Customers want more than a discount – they want confidence, ethics, reliability. Explain why things cost what they cost, why they are worth it. Reassure them that items will arrive on time. This all gives them peace of mind.
So, here’s your September action plan: train your team to ask better questions to help curate the sale; create an in-store experience that sells subconsciously; push in-stock products as the smart, stress-free choice; turn values into value – sustainability, trust, delivery certainty; and sell the vision, not just the item.
While others brace for peak, you’re already performing. You’ve trained your people, improved the experience, and built a business customers can trust – not just at Christmas, but year-round. That’s how you protect your margin. That’s how you grow your reputation. That’s how you accelerate retail success.
