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Savvy ideas to boost sales
Floor Show
Advertising is hitting the floors running. Yes, even the spaceunder customers' feet is sporting slogans and logos--good newsif you're looking for a new place to advertise.
In Safeway supermarkets in Northern California and Winn-Dixiesin the South, advertising on floor tiles is nothing new. So far,mostly large companies such as Coca-Cola and Frito-Lay areadvertising on grocery store floors, but smart small businesseswon't be far behind. Why? Because according to early reports,sales for items featured on floor tiles increased as much as 30percent. And while fees vary among stores, an average price of $75per tile per month makes this mode of advertising surprisinglyaffordable. (Of course, if you want to advertise on a store'sfloors, your products need to be on its shelves.)
According to Gene Gillespie of Ft. Worth, Texas, Indoor MediaGroup Inc., a company that makes ad floor tiles, supermarketsaren't the only stores trying the concept: Some Wal-Mart,McDonald's and AM/PM Mini Market locations are using floor adsto hype certain products. Have you got a retail store? You can usefloor ads to tout a promotion, special sale or hot new product.It's just one more way to get your message across to yourcustomers.
Emotional Rescue
Consumers are skeptical. That's why it's your job as asalesperson to listen carefully to customers' reservations andturn them into reasons they need your product or service. The bestway to do that? Emmett Wolfe, co-author with Kevin Daley ofSocratic Selling (Irwin Professional Publishing), offersfive pointers for getting beyond the emotional barriers customersput up:
1. Acknowledge the customer's fears. If acustomer says he's been burned before in a sales transaction,don't tell him there's nothing to worry about. Instead,address his fears directly.
2. Find out what, specifically, the customer'sreservations are. If a consumer says "I'm wary ofbuying from a company this size," ask specific questions aboutthat fear--and soothe his worries. "Don't think you'rewasting time asking questions," says Wolfe. "It'simportant because it gets you into the customer'smind."
3. Emphasize value. If the customer is afraidsomething he buys will be instantly dated, stress the ways in whichbeing a small company allows you to stay on top of the latesttechnology.
4. Calm fears of lack of follow-up. Most customersare afraid that once they buy a product, the company they buy itfrom will disappear. Find out what kind of follow-up the customerwould like--a monthly phone call? A periodic meeting? Let him knowthat if there are any problems with the product, you'll bethere to help.
5. Tout the product or service's value to combatreservations about price. Customers who are distracted bythe price lose sight of the product's value. Remind them of howvalue and quality pay off in the long run.
Above all, clarify customers' expectations. That's keyto serving them well.
Many Happy Returns
That's one thing all your customers have in common? They allhave birthdays, and birthdays present a marketing opportunity forsmall-business owners, no matter what their industry. Do you own arestaurant? Offer customers a free meal on their birthdays.Retailers can offer a free gift; beauty salons, a freemanicure--the possibilities are endless.
Offering birthday freebies is a highly personalized marketinggesture that makes customers feel singled out, cared about andpampered. It costs five times more to land a new customer than tokeep an existing one, and treating your existing customers right isthe easiest way to keep sales and profits in shape. What'smore, customers to whom you wish a happy birthday are more likelyto recommend your business to a friend or relative.
How can you keep track of your customers' special days? Setup a simple database or hire a consultant to help you. Even a filebox of index cards can help you keep those dates in order.
Whatever route you choose, the goal is to create loyalcustomers. "Show your appreciation," says Vicki Lenz,author of Don't Forget Your Customers! (AffordableMarketing). "After all, they're keeping you inbusiness."
Contact Sources
Indoor Media Group, (404) 261-3146;
Vicki Lenz, c/o Affordable Marketing, 8206 Lacevine Rd.,Louisville, KY 40220-2895, (502) 495-1361;
Emmett Wolfe, c/o Communispond Inc., 300 Park Ave., NewYork, NY 10022, (212) 486-2300.
