You’ve probably done it as well, and if it was at another store, someone more than likely is doing it in yours.
3. Is the store’s message “Joe’s Audio” or “The Brands of Joe’s Audio?”
Whose name is the dominating name in the facility? Yours or the companies you do business with? If a customer’s first impression features the brands you sell (or no longer sell if you haven’t taken down those old banners), they are open to make determinations about your business based on brands, before you even talk to them.
4. Do your display boards help or hurt the sale?
If they do not have all of your most up-to-date products installed and in operating order, your sales staff will not feel confident to show them to customers, resulting in a potentially valuable tool being unused.
5. Is the sales counter in disarray? This is the last thing customers see be-
fore they give you their money. You’ve gone through a lot of effort giving the customer
a positive feeling about you, your staff, their product choices and the expertise of your installation technicians. Does your sales counter enhance this, increasing the chance of a repeat customer, or lean the customer more toward a one-time trans- action? If you’ve got signs up that read “Smile! You’re on Camera” and “NO RE- FUNDS — NO EXCEPTIONS,” or employee notices that threaten reprimand, your sales counter is doing the latter. The key to successful selling is setting yourself apart, and that comes with how your store is viewed. Once I share notes with the storeowner, I offer solutions and ideas to offset the five key areas: Dirty store? Clean first, paint second. You
don’t have to get a complete makeover to change the impression your store provides to new customers. The first step is to clean, throwing away or storing anything that doesn’t serve a specific purpose and in a professional way. Next, paint the walls on the sales floor and in the installation bay. It’s affordable and makes a huge difference. If you can’t move product off the floor,
make labels. I recommend a “Less is Better” approach when determining how
much product to display, but if you are going to show products in boxes, print out your own QR Codes and put them over the bar codes on each box. (QR codes are free and can be generated at Websites like
qrstuff.com.) Order full sheets of æ Avery Labels #5165 and have them print- ed on the labels and then cut to size. Have the codes take customers to your website, or better yet, take them to a page that invites them to sign up for a free gift by entering their email address, which will of course grow your marketing list.
by
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www.panavise.com
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