from the experts
» Your sales counter should not be a place that hinders the sale; rather, make it the one place that brings all of the elements of your business together to create a positive final impression.
whole idea of stacking products. Like I said before, less is more. My friend Marcel at Avidworx teaches to sell and promote the one thing that can’t be shopped online: yourself.
Boring boards? Brand boldly. When I worked at a store, I would always change my vendor-purchased displays so they show my brand. Why? First, because now my store won’t look like every other store that has the same display. Secondly, (you’ll see it’s a recurring theme), I wanted to promote my facility as the “brand to
Branding issues? Take a look, then
take action. In my opinion, boxes are for shipping, not showcasing. Customers won’t keep boxes in their cars while enjoying the gear you sell them. So they have limited value on a sales floor that is supposed to be dominated by your brand. Get rid of the
have” rather than products that can be bought elsewhere. Continue the branding on your other display boards by making plates with your logo on it with the words SOLD OUT! Use these whenever there is a hole in your board. It gives the impres- sion of doing a lot of business.
Change your sales counter to the design center. It’s a lot less intimidating title to a customer and it delivers the idea that this is the spot where everything comes together. Build doors over shelves or use drapes to hide the clutter and enhance the look. I teach what I call “Le Tour.” In this I
show my future clients around the store, and while they are seeing the products, tools, workspaces and people that will turn their dreams into reality, I make “Power Statements” to continually rein- force the brand image of our store and how we do business. Then, at the end of it, I ask the “Power Question:” “Mr. Jones, based on everything I just showed and shared with you, can you see any reason why you would not feel comfortable with us working on your vehicle today?” When you ask this question, hopefully your cus- tomers will say “No” and mean it!
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