How Pet Retailers Can Train Employees to Turn Leads into Sales

by Lisa Fimberg on December 21, 2020


When a customer walks into your store, he or she is usually there for a reason.  Due to the pandemic, there are very few customers who are just looking around these days.  Most in-store customers either need pet supplies or they want to meet or purchase a puppy or kitten.

Therefore, it is important that your employees do the best they can to close the deal while the customer is in the store.  Particularly, if this customer has an appointment to see a puppy or kitten.

Below are some tips to help close the sale:

1. Engage

Have your employees start engaging with customers as soon as they come through the door. The sooner the engagement begins, the sooner your salesperson can begin to create that positive buying atmosphere.  Let the customer get their bearings, wait about fifteen seconds, and greet them with a smile and a welcome.

2. Offer an incentive

If you have a customer that has spent a few minutes with a puppy and seems genuinely interested, offer an incentive, a freebie.  A gift, or on the spot discount can turn a conversation into a sale.  This could be a one-time discount if they buy the puppy by the end of the day, or something like a free dog bed or collar and dog tag, for their new puppy.

3. Create urgency

If that same customer is looking at a specific popular puppy breed, it helps to create a sense of urgency in the purchase.  For example, your sales employee should let the customer know that this breed is one of your best sellers and there has been a lot of interest in the pup.  Your employee wants to be sure that this customer doesn’t miss out if they’ve fallen in love.  By creating a sense of urgency, it can help push the customer to buy sooner rather than later.

4. Address any questions

A salesperson who is engaged and listens should know how to sell to a customer.  A few specific, pointed questions, coupled with a sincere interest in how the customer responds, will reveal anything that might hold up the sale.  By being engaged from the start, your sales employee can address any concerns the customer might have and be better prepared to close the sale.  If, for instance, they mention having a limited budget for the puppy, than your employee is better suited to find a puppy within their price range.

5. Demonstrate Value

The biggest challenge in closing a sale is delivering the price without setting up the value.  Most customers will know the price of a puppy if they have done any research on what puppies’ cost.  If a customer balks at the price, the salesperson needs to focus not on the price but on the value.  For example, what comes with the puppy, what programs or warranties, or anything else that may help alleviate some of the customers concerns.

6. Closing Organically

At this point, the sale should be fairly straightforward.  Your employee has been engaged, addressed any concerns the customer might have and now should be able to close the deal.  The simple ask, “Have you found a new family member?” should get the desired response.  Yes!

Now that your employees know how to close the sale, how does your store get great qualified leads?  With our lead management service!  Our team of experts will not only set up the leads but will follow up and make sure the customer shows up at the store ready to purchase that puppy or kitten.  Contact our Success Team: to learn more!

Lisa FimbergHow Pet Retailers Can Train Employees to Turn Leads into Sales