The Profit Route


Make the best use of your showroom layout to guide customers through your high-margin selections


By Dave Ritter


uct knowledge. It’s difficult enough to provide a persuasive sales presentation when you have to consult someone else regarding a customer’s product-related question. It’s even more difficult when you have to ask someone where the prod- uct is found in your own store! The layout of your store in terms of “what” is where and


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why “what” is where it is — in other words, your merchan- dising — can make a huge impact on how much you can increase your sales. You need to know exactly what you have, where it is, why it is displayed where it is, and how to guide your customer to it and through it. Remember, you are the professional; the customer is not.


nglish essayist and poet Joseph Addison is first cred- ited with the quote, “He who hesitates is lost.” This saying applies to sales, which goes beyond mere prod-


24 Mobile Electronics June | July 2012


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