Five Easy Steps To a Wetsuit Sale
“The key to making more wetsuit sales is simple, give surfers a wetsuit that enhances their surfing experience!”
As we all know, wetsuits are a significant “must have” product for all surfers and as such a key product in your store. Not many other product categories can offer this kind of gross profit and volume of sales and this is why wetsuit sales are so important to the success of your shop.
The key to making more wetsuit sales is simple; give surfers a wetsuit that enhances their surfing experience!
Just follow these five easy steps to selling wetsuits.
STEP 1 / YOU ARE THE WETSUIT EXPERT
That is why the customer is coming to you for advice, service and to buy a wetsuit. So you need to know your stuff!
Know your product. Become the expert on the features of your wetsuits/brands and how those features benefit your customers. Read the wetsuit brochures, swing tags and websites. Speak to your wetsuit sales agents and get them to train you in the features and benefits of their suits. Your customers will expect a level of knowledge and the more informed you are on the features and benefits of your wetsuits the greater the confidence the customer will have in you and the higher chance of a wetsuit sale. Try on all the models and brands of wetsuits in your store. Know each brand size and fit, what fits you and all the staff in your shop.
You must have knowledge, confidence and belief in the product.
STEP 2 / IDENTIFY THE CUSTOMER’S NEEDS AND RECOMMEND THE APPROPRIATE WETSUIT
If a surfer goes to your wetsuit area or touches a wetsuit they are interested in buying a suit.
Ask lots of open questions and listen more than you talk. Ask about the purpose of the purchase ¬¬ – summer suit, winter suit, flexible suit, warm suit etc.? Also ask how often do they surf? It is also importantly to ask what wetsuit they have now and if the new suit is to replace it or to use alongside it? Don’t be afraid to ask how much they are considering spending on a new wetsuit. A 3/2 steamer can vary from under $200 to over $600 and all price points in between .
Offer a maximum of two wetsuits to suit their needs and then offer the ideal suit to the customer to hold/touch and stretch
STEP 3 / IF THEY ARE PREPARED TO TRY A SUIT ON, THEY ARE PREPARED TO BUY ONE
You know trying on wet suits in-store can be a tough process so make it fun and relaxed.
Don’t give them more than two suits to try on as it will just confuse them and get them hot and sweaty.
If you are not sure of their size have them try the smaller size suit first
. Always explain how to get into and out of the wetsuit, like it’s a short zip, fold wettie down before you get in etc.
In particular chest zips need explanation. Fold the suit down before you get in; right arm in first, left arm out first etc. Always stay close during the trying on process and offer assistance with fitting, zips etc. Always ask to check the fit to make sure it is fitting well so the knee pad position, crotch and gussets are in place. Always look into the change room mirror together for a “shared view”, particularly with female surfers and point out the fit, features and benefits of the wetsuit to the surfer. Confirm what the surfer has asked for ¬ – “This is the most flexible steamer”… “This is the warmest winter wetsuit” etc . Do not leave the surfer alone trying the wetsuit on as this can lead to possible issues and a loss of the sale.
STEP 4 / ASK FOR THE SALE
Don’t be afraid to ask the consumer for the sale once you have gone through the above three steps. You have earned the sale. When the surfer is changing out of the wetsuit that you have fitted…lay out another one or two colour options of the same size/style suit on the floor outside the change room. “The fit is perfect, which colour do you want to buy?”
Repeat the needs and wants of the surfer… “You will be warmer in this suit”… “This suit is so flexible you will surf way looser”…etc. How do you want to pay for the suit?
STEP 5 / THANK YOU AND HAVE A GREAT SURF!
Explain the warranty of the wetsuit and if the surfer has any concerns they can come back with the suit to your surf shop. Explain how to look after the suit, wash in cold/fresh water; use plastic or wood hangers to dry the suit in the shade . If you are in colder climates look for add on sales booties, hoods, gloves etc.
Finally, share the stoke! “If you need anything else, come back and see us. You will have a great surf in this suit! Come back and tell me how the wetsuit feels when you go surfing.”