Let\u2019s\ntalk about retail marketing. Perhaps we should begin by addressing\nwhat is a retail sale and who is considered a \u201cretailer.\u201d \n<\/p>\n\n\n\n
A retail\nsale happens when a finished product or \u201cgood\u201d is purchased by\nthe end user. You buy your groceries, shoes and most items from a\nretail seller. When, for instance, your grocer buys cases of soup\nfor resale that is called a wholesale transaction. Your grocer is a\n\u201cretailer\u201d as he sales his goods to you, the end user. Your\nhairdresser is also a retailer but they sell services to you, again\nthe end user.<\/p>\n\n\n\n
Specifically\nlet\u2019s discuss on-site (within the walls of your store) marketing. \nWe can, and should, look closely at reaching out and attracting\npotential customers via print ads, radio, TV and especially online\nadvertising as it is second in cost only to your on-site marketing. \n<\/p>\n\n\n\n
If you don\u2019t greet your customers as they enter your shop, don\u2019t worry about it \u2013 you\u2019ll probably never see them again!
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This is so basic and yet far too many store managers don\u2019t do it. We have all experienced this; you enter a store, the manager or employee is right there and yet they are \u201ctoo busy\u201d to smile and say hello? What could be more important than making your visitor feel welcomed and that you are happy to see them? <\/p>\n\n\n\n
If you greet each person upon entering and thank them as they leave \u2013 even if they do not make a purchase \u2013 you will have made a great impression and secured a second visit. <\/p>\n\n\n\n
You can tell the people that work for you what you want them to do\u2026.and some of them will, but more often they will do as you do<\/em>. You must lead the way; greet every customer you see with warmth and a smile. <\/p>\n\n\n\n This\ntrickle-down style of ownership<\/strong>,\nwhere the people that work for you see YOU doing what you ask of\nthem, leads to teamwork and a \u201cbuying in\u201d of all you as the\nowner\/leader say and do.<\/p>\n\n\n\n As a store manager, I was over-the-top concerned about cleanliness and organisation. I constantly swept the floors, cleaned the rest rooms, organised the shelves and made sure the entry way was clear and presentable. In a short period of time even new employees were mirroring my efforts. Trickle-down-ownership is a great investment in your people and your business.<\/p>\n\n\n\n If your featured item is as hot as you think it is, make it accessible<\/em>. When your new customer steps into your store your key item should be obvious. Whether it\u2019s lighting, traffic flow or signage there should be no doubt that your offering \u2013 today\u2019s sale item – is a great value. <\/p>\n\n\n\n Auto\ndealers always have the shiniest, sportiest and quite often most\nexpensive cars in their showroom.<\/p>\n\n\n\n Along with this wonderful item you have for them it is essential to your business to expand your total sales dollars<\/em> by having close at hand all the items that go along, or accessorise, your key item.<\/p>\n\n\n\n If it\u2019s a man\u2019s suit that is front and centre then a display of shirts, ties, belts and shoes should be nearby. A simple sale such as buying a coffee is quite often accompanied by a pastry and a suggestion that perhaps the customer would like to take advantage of a large coffee for only a few pennies more!<\/p>\n\n\n\n When a person enters your place of business it is your job to help them, to satisfy a need or solve a problem<\/em>. They have come to you hoping that you will fill a need for them. <\/p>\n\n\n\n Maybe\nthey need a new phone or a ring, perhaps a scarf to match their\nwinter jacket. Now whether-or-not you have what they seek if you can\nhelp them in any way you will have made a new friend and began\nsetting the foundation necessary for this customer to return to your\nshop.<\/p>\n\n\n\n So, it may be that you did not have the exact ring they were looking for today but, owing to the fact that you were so helpful they are quite likely to return to you when next they are looking for some other pieces of (hopefully expensive) jewellery. <\/p>\n\n\n\n By helping to solve your customer\u2019s problem you have made a new friend. They will be quite likely to speak well of you and your shop and to frequent your business when in the area. <\/p>\n\n\n\n To solidify this relationship and increase the probability of repeat visits a reward of some kind is a great idea. Many places will provide a gift or coupon based on number of visits or amount of sale. This is also a great opportunity to introduce them to your social media offerings as a way to increase your exposure and customer base.<\/p>\n\n\n\n As\nthere are things you must do to establish your business there are\nalso some things to avoid.<\/em><\/p>\n\n\n\n If you\ntruly want your own business and would enjoy working in your chosen\nfield, then the secret to success is working so hard that you make it\nlook easy\u2026and then it will be.<\/p>\n\n\n\n Let\u2019s talk about retail marketing. Perhaps we should begin by addressing what is a retail sale and who is considered a \u201cretailer.\u201d A retail sale happens when a finished product or \u201cgood\u201d is purchased by the end user. You buy … Continue reading Make Sales Obvious<\/strong><\/h3>\n\n\n\n
Solve a Problem<\/strong><\/h3>\n\n\n\n
Make a Friend – Earn a Customer<\/strong><\/h3>\n\n\n\n
TWO SURE MISTAKES THAT WILL HAVE YOUR BUSINESS CIRCLING THE DRAIN<\/strong><\/h3>\n\n\n\n
References<\/h4>\n\n\n\n