Stop, look, touch and buy
By Andrea Korogi, Director of Small Business Development
What entices you to stop at a small retail store, a kiosk or a trade show booth and look at the product or speak to the sales person?
George Whalin, international retail merchandising speaker and author of "Retail Success," says, "In 2005, there are powerful trends that are changing what people buy, how they buy, and where they buy." Today's customers are fickle; their interests, tastes, preferences, and buying habits change with what may appear to be little or no reason. To add to the situation, you now have numerous competitors on the Internet who make it easier than ever for customers to do business.
What separates the best from the rest, when it comes to a retail store, trade show exhibit or mall kiosk, is the shopping experience and merchandising of your product (or service). Merchandising must be creative, well planned and utilize eye-catching displays that sell more merchandise or entice you to learn more. Samples and giveaways are becoming more popular so that people can try before they buy. Whalin says at the core, there must be an obsessive commitment to three functions:
Providing customers with a great experience
Increasing sales every day
Finding ways to get customers to return or to allow you to contact them
Small business entrepreneurs are usually passionate about their own business. But they are not always good at selling and knowing how to increase their customer base. George Whalin recommends that business owners understand the importance of maximizing sales by keeping their customers informed and happy. Become the expert in your field and insure that anyone representing your business understands what customers expect in this new, competitive market. Whalin recommends anyone representing your company provide:
A warm and sincere greeting
Information about the merchandise, product or service
Suggestions of other items that might be appropriate
Information on payment options
A heartfelt thanks and an invitation to return
It's not too much to ask, but sales opportunities are lost when these things fail to happen and it doesn't give customers a reason to stop, look, touch and buy, or come back. To learn more about maximizing sales for your trade show booth, kiosk or small retail store, contact Andrea Korogi at (760) 931-8400, extension 117.
By Andrea Korogi, Director of Small Business Development
What entices you to stop at a small retail store, a kiosk or a trade show booth and look at the product or speak to the sales person?
George Whalin, international retail merchandising speaker and author of "Retail Success," says, "In 2005, there are powerful trends that are changing what people buy, how they buy, and where they buy." Today's customers are fickle; their interests, tastes, preferences, and buying habits change with what may appear to be little or no reason. To add to the situation, you now have numerous competitors on the Internet who make it easier than ever for customers to do business.
What separates the best from the rest, when it comes to a retail store, trade show exhibit or mall kiosk, is the shopping experience and merchandising of your product (or service). Merchandising must be creative, well planned and utilize eye-catching displays that sell more merchandise or entice you to learn more. Samples and giveaways are becoming more popular so that people can try before they buy. Whalin says at the core, there must be an obsessive commitment to three functions:
Providing customers with a great experience
Increasing sales every day
Finding ways to get customers to return or to allow you to contact them
Small business entrepreneurs are usually passionate about their own business. But they are not always good at selling and knowing how to increase their customer base. George Whalin recommends that business owners understand the importance of maximizing sales by keeping their customers informed and happy. Become the expert in your field and insure that anyone representing your business understands what customers expect in this new, competitive market. Whalin recommends anyone representing your company provide:
A warm and sincere greeting
Information about the merchandise, product or service
Suggestions of other items that might be appropriate
Information on payment options
A heartfelt thanks and an invitation to return
It's not too much to ask, but sales opportunities are lost when these things fail to happen and it doesn't give customers a reason to stop, look, touch and buy, or come back. To learn more about maximizing sales for your trade show booth, kiosk or small retail store, contact Andrea Korogi at (760) 931-8400, extension 117.