If you want to sell more to customers, you need time to influence them. That’s why you need to keep it in the store. But salespeople often tell me, “My priority is to serve the customer as quickly as possible. People today are just interested in getting out.” Sellers do not greet, do not thank, do not have time to say goodbye. So it’s no wonder customers don’t want to stay in the store. But this is wrong.
The customer should feel at home in your store. Then he will be willing to stay in it and listen to your offer.
With a quick purchase, it’s like walking around a billboard on the highway at 130km. What do you see from it? next to nothing. Likewise, you have no time in the store for more than delivering the ordered goods. It is usually less than what the customer buys if there is more time.
“The little things that appear in the first five seconds are very important.”
However, it is necessary to realize that Introducing the customer and keeping them in the store is not the same. If he has chosen and decided, check-in should be made as soon as possible. But before that happens (and often after), there is plenty of room to influence his decisions. However, when we look at shops, especially counters, we find that they are usually not equipped for “delay”. On the contrary, everything is subject to the simple movement of the customer from door to counter and counter to door.
How to extend a customer’s stay in the store
Let’s take something simple like A place for a stroller. A mother who has to leave him (often with a child) outside, either does not enter the store at all, or quickly buys in a hurry, does not hear your other offers. The safety of the child comes first to her. However, if you allow her not only to put a stroller in the corner, but also to sit back and relax, then she can pay attention to your marketing materials.
Or let’s take a look at a bookstore. Only in a few of them can you go somewhere Sit and turn the book. And I’m not talking about coffee or tea that the customer can enjoy. Experience shows that the opportunity to get acquainted with the book in more detail increases the likelihood of a purchase. The fear that someone will be able to break it at the store in most cases is smiling in most cases. Or e-books, which have already outpaced the print editions in some areas. Why isn’t there a computer where an interested party can order from your online store right away?
And what about technology?
Today, modern technologies also penetrate into store promotion. They are used, for example Big Screen. Often, unfortunately, they are placed on the wall behind the counter and given a constant notification of the event at a new price. An ordinary black chalk board will do all of this, plus a few crowns. So if you want to invest in technology, you have to use her personality. Display the merchandise so that customers can taste it – literally and figuratively, according to the assortment ( See also e-book 7 days in store).
At a rental car company, for example, we replaced on screens a nonsensical generic ad, given by the parent company, of pictures of available cars, including the price. Customers usually make their choice before it’s their turn, so the check-in process is quick. On the other hand, they chose more expensive models because they were more attractive.
Customers should feel at home in the store
In order to keep customers in the store, they must feel comfortable here. Why do people feel good in some stores and not in others, even though the same merchandise is sold here? At first glance, we have a hard time finding a plausible argument. But this is exactly what is wrong – you will not find the reason in the intellectual approach. It is necessary to consider Domains of emotions and instincts.
I usually run into stores that require a relaxed environment, but are dominated by a moderate spirit. Or they provide clutter where relaxation and space are appropriate. Counter sales and goods hidden in the drawers next to the assortment, where the customer likes to choose for himself. And self-service in case they prefer to take advantage of the advice of the seller.
When the customer is satisfied in the store
A client – especially a guy with more sophisticated defensive reflexes – doesn’t like entering unfamiliar territory in the first place. Who knows what awaits him there! And if he has to go there (maybe because there is something to eat), Stores prefer to see. Quite logical – if something is threatening inside, he will notice in time. If you now think that you personally do not think of such a thing when entering the store, then again I remind you that these are not conscious reactions. It happens in us without us realizing anything, but we follow it – we have always succeeded over thousands of years.
“The little things that appear in the first five seconds are very important,” says marketing expert David Fremantle. “All people have highly sensitive sensors built into their genes. They are essential for distinguishing between friends and foes, as well as for distinguishing between safe opportunities and dangerous situations. Without them, we are weak and at needless risk.”
I remind you that defensive instincts express themselves unconsciously, so we are not even aware of them, but we automatically act according to them. I say this because some marketers object, “But I don’t feel that way and I don’t think about it.”
What to do to feel safe
To increase your sense of security, and thus to increase your sales, you can take the following steps according to intuitive marketing:
First: Make sure the store is visible from the outside. At least through glass doors, but better through shop windows or windows. In terms of instincts, you are showing the client that they are not in danger and can enter without fear.
a second: Likewise, make sure that passers-by see that there are shoppers inside. Instincts say that wherever there are other people, it is safe. The main drawbacks are poor lighting in stores or shelves that prevent you from looking inside ( You can also find more information in the e-book Lehits in-store marketing).
third: Make the salespeople smile, or at least appear friendly. The client instinctively perceives a frown as a sign of hostility and therefore danger.
The need for safety is also negatively affected by cramped spaces, unstable equipment, neglected interior designs and other factors.
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