5 Ways to Attract People to Your Store

Without using radio, television or newspaper.
by David Young & Craig Arthur

Before you tip money into mass media advertising, make sure you optimize the below five areas of your business.

1. Location. The dynamics of a town are always changing. What was once a thriving hub can now be a hang out for tumble weeds. Are you located where the people are? If not, move. Pull money from your ad budget and put it into higher rent at a better location.

2. Signage.  Good signage is the second best advertising investment you can make.

3. Store Layout. Make it easy for people to buy. Study how people shop in your store. Become an amateur anthropologist and see if you can arrange things to make it faster and more enjoyable for your customers. Confusion costs you sales.

4. Website. If you have multiple stores in town, give customers a tool on your web site to help them find the closest one. Put an internal store map on your website. And make sure you update it as you update your physical store.

5. Staff. Train your sales staff to be intuitive about the customers who walk through your door.

    •    Some customers want to talk, some don't
    •    Some customers want your advice, some don't
    •    Some customers only want the lowest price, some don't
    •    Some customers want to get in and out quickly, some don't
    •    Some customers want technical information, some don't
    •    Some customers... (you get the idea)

Average salespeople only sell to people like themselves. Great salespeople adapt to the customer.

In upcoming articles we will look deeper into these 5 areas of your business.

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