“Excuse me sir,” a customer said, approaching the clerk stocking bananas. “Do you know anything about these mangoes? I’ve heard they’re good but I’ve never bought one before. How do you tell when they’re ripe? How do you cut them up?” The clerk, absorbed in his task, half smiled and shrugged his shoulders.
“Beats me,” he said. “I’ve never tried them myself.” The shopper winced a little, shook her head, placed the fruit back on the display and walked away.
Some may think that customers don't need much help shopping your produce department. However, employees should have as much product knowledge as possible, because the more clerks know about fresh produce, the better on-floor salespeople they will be, which builds more than just sales and profit margin.
Here’s a few thoughts about how to turn your crew into a dynamic sales team.
Recognize that product knowledge is a vital part of produce training
You train your clerks to unload trucks, to rotate, cull and stock produce. Why not teach them about the very heart of it all, the produce in front of them? Do they know what items should (and should not) be kept refrigerated? Do they know why grapes, plums or blueberries appear to have a frost-like film? Do they know what re-greening is in valencia oranges? Are your clerks aware that many fresh produce items have more than one name – such as bibb lettuce (aka butter or boston)? Can your clerks explain the difference between this lettuce and say, romaine, to a customer? Teach them something, every day.
Set a goal so clerks know at least the basics
With hundreds of fresh SKU’s (stock keeping units) available in the produce department, a new clerk has a long way to go to become proficient. To start with, try to educate them on the basics: Which potato is best for potato salad, which onion is the sweetest. What items go together to make salsa. As time goes on and you’re stocking together, you can take advantage of the time to explain more about produce, maybe share a little history about how Frieda Caplan pioneered importing kiwifruit into the United States during the 1960’s, for example. And that the fruit also previously was known by another name (chinese gooseberries) until Frieda put the fruit (and her name) on the produce map to stay.
Cultivate your clerk’s curiosities
Listen to your clerks as they work. You might remark, “Did you ask, ‘What’s the big deal about seedless grapes? You know, these didn’t start out this way. In fact, besides stocking seeded varieties, there used to be huge gaps in availability.’” Or if you overhear them talking about say, spaghetti squash. “You’re right, the name is a bit odd, isn’t it? It doesn’t look like spaghetti, right?” You have to realize that many of your younger (or even some experienced clerks) handle fresh produce all day without knowing much about how to select, how to prepare, or even how something tastes.
That doesn’t bode well when they’re fielding questions from customers.
Offer samples at work
The quickest and simplest action is to offer your clerks a sample on the spot. “What makes this local corn unique is that it hasn’t spent much time between harvest and shelf. That means the sugars haven’t converted to starch and the result is the tenderest and sweetest corn around.” Then peel back a husk and eat some raw. Some clerks will show surprise (don’t you have to cook the corn?). The corn is of course, more acceptable after a short heating. But they’ll be amazed at the texture and flavor – points that will transfer to inquiring customers on the sales floor. Same thing goes for any new or unfamiliar apple or tangerine variety. Cut up a few and let your crew have a little, on-the-job taste.
Offer samples as homework
“Gary, you asked about this – take home a spaghetti squash, no charge. Here’s a recipe how to prepare, you’ll soon see how it got its name. Take a couple of acorn squash while you’re at it; serve these to your family. When you’re done, I want to hear all about what you and yours think.” This is a small price to pay for produce training. Offer to send a clerk home with something they’re unfamiliar with; napa cabbage or artichokes. You’d be surprised how many people haven’t even tried some of the most basic produce items. A little investment will turn clerks into super-salespeople.
Demonstrate – be the leader
As much as possible, train while you’re on the sales floor when discussing produce with shoppers. Wave them over as you demonstrate your own suggestive selling skills. “These are new crop golden delicious apples. They have a slightly spicy and sweet flavor. Did you know they make an excellent pie apple? They hold their shape well during cooking, and because they’re naturally sweet you don’t have to add much sugar that many recipes call for.” Then at the same time cut an apple and offer a sample to the customer, and to your clerk.
Suggestive selling. Back to the mango example.
Consider how much different of an experience the customer might have had in the early, mango example, if the produce clerk been a little more knowledgeable. Properly trained, the clerk would have shared more than a little excitement. “Mangoes are the single most-eaten fruit in the world, and there’s a reason why (as he selects one from the display). You can’t judge them by the color, some of the best varieties don’t have any blush. This is how to tell if they’re ripe… (the clerk’s trim knife comes out)…this is how you separate the wafer-like pit, and here’s an easy way to cut and serve the fruit.” After a quick demonstration and sample the customer will be impressed. Not only with how good the fruit is, but that the clerk took the time to explain and sample something. That’s the kind of shopping experience that builds confidence and trust in a customer base, using just a small amount of time and expense.
Produce managers and their clerks are not only stockers; they direct, they advise and help customers. They’re on-floor salespeople who, with a little enthusiasm and training, can also help build sales and gross profit.
There’s a treasure trove of product knowledge out there. It’s time to share the wealth.
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Armand Lobato, the 10-Minute Merchandiser, has been writing for The Packer and Produce Retailer since 2007. His 40-year produce career spans store-level, buying and senior management roles in retail and foodservice. He holds a Bachelor of Science in Business Management and a Masters in Creative Writing from the University of Denver, and lives in the Denver area.
Questions? Suggestions? Email Armand at [email protected].