Asking or telling customers to buy your products or services isn’t enough to get sales. Sending out marketing materials that tout your benefits and tells them to visit your store does help, but once they get there, if they don’t make a purchase, then what was the point?
You need to help make it easy for your customers to buy from you once they are in your store. Here are some characteristics to keep in mind that will help you understand your customer and get them to throw some money your way.
People buy based on their experience in your store
If you have great products but your customer service isn’t up to par, people aren’t going to buy from you. Your competition that has the caring customer service reps are going to steal – no – take your customers. They don’t have to steal customers because you’ll be the one driving them into your competitor’s store! Be sure your staff is courteous and knows their stuff – a knowledgeable staff is key to increasing sales. Have a process in place to deal with customer complaints in a swift and effective way. Print business cards for all of your sales force so that it’s easy for customers to remember their names and to get in touch with them again.
School your shoppers
Many consumers like to compare and contrast when they’re shopping. To do that, they need information. Keep informational brochures, flyers and posters in sight of the product shelves. Require your staff to know all the benefits and features of each of your products so that they can help the customer make the best decision for him or her.
Design your store to fit your target market’s tastes
A customer will stay in your store longer if they like your décor. You should know the personality type of your customers pretty well and what they like. After all, you know they like your product. If you don’t know, just ask! Or go to your biggest competitor’s store and take a look around. Does it use a pleasing color palette for the walls and flooring? How about decorations? Try to adopt, but not copy, some design elements of your competitor’s and make them into your own. Provide sitting areas to relax in and play relaxing or upbeat music, depending on your target market. You’ll notice a store like The Buckle plays a lot louder and heavy-hitting music than JCPenney!
Evaluate the walking pattern of your store
Most people walk to the right when they enter a space. Keep this in mind when positioning your products. Many stores will put men’s clothing near the front so that women have to walk past them to get to the women’s section. Hopefully, the thinking goes, the women will notice something that they like on their way to their clothes. The placement of the product makes it easier or harder for your customer to find it and purchase it.
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