As with selling most things, successfully selling point-of-sale (POS) display systems is largely a matter of understanding the needs of the customer. Every retail, restaurant, warehouse, or POS application is different, so no matter where you are making your sales pitch, understanding the customer's unique data capture applications will have a direct bearing on the kind of POS display system they need.
First, to clarify, when we talk about point-of-sale displays, we are referring to the interface for the POS system itself rather than in-store displays. In today's market, the display for the POS system is more likely to be a handheld device such as an iPad or tablet that interfaces with the transaction system using a secure wireless connection. In fact, research from IHL Group; says the market for mobile POS systems in North America surpassed $2 billion in 2013 and more than 28 percent of retailers have adopted some form of mobile POS. One third of retailers indicated they weren't ready to adopt a mobile POS system, and the research shows that the adoption rate is dependent on the nature of their retail operation and transaction volume.
Similarly, in the hospitality industry use of tablets and handheld devices for POS is on the rise. Hospitality Technology; magazine reports that 69.6 percent of restaurant operators planned to upgrade to mobile POS in 2014. Unlike retail, most restaurants have a greater need to adopt portable POS for table service, so their POS displays are more likely to be handheld.
How do you increase your sales of POS displays to these customers? Here are a few tips:
Tip 1: Assess the POS environment – As we have just described, different environments will require different types of POS systems, and different types of POS displays. As part of presale, determine what type of POS system is needed. Will the prospect benefit from adopting handheld tablets or do they need a more robust cash register-type system, or a hybrid system. Most retailers and restaurants can benefit from a touchscreen system, but there will be exceptions. Be sure to perform a needs assessment before making a POS display recommendation.
Tip 2: Promote ease of use – Whatever POS display you recommend it should adapt easily to the retail or restaurant environment. Touchscreen systems should have an intuitive interface and require little training. They also should be easy to upgrade with new products or changing menu items. Remember that most customers are going to be looking for maximum productivity and minimal customization from their POS display.
Tip 3: Sell durability – As part of the sales process, promote product quality and durability as part of return on investment. Restaurants, for example, are tough environments with food spills and rugged demands on POS displays. Work with the manufacturer or product distributor to prepare some ROI figures on the POS displays and demonstrate how the customer can optimize ROI by choosing a higher quality, more durable POS display.
Tip 4: Offer versatility – Many customers are going to be looking for POS displays that can adapt to changing situations. Retailers, for example, may want to use the same kind of system for a countertop cash register, a handheld portable POS system, and a self-service customer kiosk. A restaurant may want to equip wait staff with handheld ordering systems but have the same system set up behind the bar with the same interface. Maintaining a consistent interface and POS system for various applications can be a real selling point.
Tip 5: Easy upgrades – The needs of every business change. As part of ROI, be sure to outline a strategy for upgrading the system, including the display interface. The program should not only be easy to change but outline new features that can be programmed into the system and new features that can be included as part of the POS interface.
Tip 6: Tie in marketing – Suggest ways that retailers and restaurants can benefit from using their POS displays to expand their marketing strategies. For example, suggest using email receipts, which would require customers to provide an email address for marketing purposes. Another strategy is to offer promotions and discounts to preferred customers and use the POS system to alert sales associates to give those customers special treatment.
Tip 7: Stand behind your POS displays – Perhaps your best POS display sales strategy is offering outstanding service. Be sure the customer knows that you will be available to assist with installation, integration, training, system updates, and other services that will keep them productive and profitable.
Successfully selling POS displays requires an understanding of the challenges that retailers, restaurants, and other customers face, and having superior products available to address those challenges. Working with an experienced distributor that has a diverse product line, sales training, support, and superior service can help you along the way.