Australian IT retailers have lost US$1 billion ($1.16 billion) worth of sales opportunities, according to a customer survey conducted by a UK performance engagement firm, Grass Roots Group, has revealed.
The survey, which sent mystery shoppers into stores across Australia, explored how effective salespeople were at selling a range of electronics products, be it a laptop, printer, television or software.
It found that almost one in three salespeople didn't attempt to 'close' a sale, while 77 percent didn't attempt to cross-sell complementary products.
One in five mystery shoppers weren't approached by sales staff at all.
Australia ranked low in sales service with just one in ten shoppers indicating a level of service beyond their expectations, according to Steve Hibberd, regional director Asia at Grass Roots Group.
"These results should ring some alarm bells with retailers and brands alike," said Hibberd.
Hibberd said electronics retailers should be just as concerned about the findings as major vendors like "Canon, LG or Sony."
"Millions of dollars are literally walking out of their stores due to the lack of some really basic sales skills," he said. "Even in a fast food restaurant I get asked if I want fries, but these relatively big ticket sales aren't attracting anywhere near the same level of discipline."
Meng Koh, co-owner of independent IT retailer PC Market, told CRN he wasn't surprised at the figures.
He believed smaller businesses remained competitive because of the knowledge they could offer customers, although he admitted it "meant having to charge a bit more".
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