You’re being judged, and you don’t know it
November 5, 2009
Filed under Aftermarket
Customers are funny; they don’t always express what they are thinking about your store or your product. The only way to know you’re not impressing your visitors is the amount of times the door swings but the cash register does not ring that beautiful sound.
Shoppers are coming to see what you’re all about. They want to know: Does your store have the products they’re into? Is your staff educated? Better yet, does the staff have energy and show an interest in servicing their needs as an enthusiast? And basically, is this place worth my limited time?
Discretionary time is a big concern for shoppers. IF I take the time out of my schedule to drive to your store, will I get my ROI (return on investment)? Customers want powersport products, they don’t tend to need them.
To improve sales and make the most of every door opening, make a list of elements that need to be top-notch priorities for improving over-the-counter sales for your store or stores.
Specifically for your showroom, ask yourself these questions:
* Is it clean and organized?
* Well merchandised?
* Does it have displays that create urgency to buy (the wow factor!) throughout the store?
* Is it de-cluttered/dusted/mopped/steamed-clean carpets more than once a year?
* Does it have fresh signage?
* Can you create new traffic patterns?
* Do you run customers through your accessories department on the way in or out of your store?
* Music: Is it appropriate (not to loud/not too angry/prefer energetic and upbeat!)
* Does it capture the holidays? (Holiday time is NOW. What are you waiting for?)
Designate a showroom leader, someone who is organized, creative, inspired and able to work with all departments to make regular changes. Stale, static showrooms don’t sell! If your showroom is dull and like shopping in a library, it’s overdue for a change.
A merchandising showroom plan should not be left solely to the sales department — they tend to be biased toward their units.
If you are experiencing slow floor traffic, right now would be the opportune time to do showroom spruce up. You can’t afford to wait!
Complacency is the No. 1 reason stores suffer a lack of sales.