Want to get better at sales without having to make a pitch? Many customers (and employees, for that matter) feel awkward about inquiries and speeches that make selling seem pushy or difficult. Well, you can create more interest in your products by displaying them a certain way.
Silently Make Suggestions
Leave the whole “five hundred of the same thing” strategy to dump bins. An effective display opens the customer up to the possibilities. It makes it so they can mentally pull a scenario together in their mind where they’re enjoying that product.
That’s why you should reconsider using display hooks for retail to hang an entire wall of one item – there’s nothing to see, really, and besides, that’s typical of large, impersonal chain stores.
For instance, let’s say you sell cosmetics, and have received a new shipment of a particular brand’s very popular mascara. The fact that thousands and thousands of people have bought this item isn’t enough. It should not be the lone star of the display.
Instead, hang a display that’s mostly that mascara, but at key areas, is broken up with units of that brand’s eyeliner, eyeshadow, or both. You’ve not only added more visual interest, but the shopper is now also getting a bigger picture. They’re imagining how they’d look and feel using an expanded range of products you have on display.
It’s the same with many departments, including home improvement. Making a display of paint cans? Make customers feel more ready to upgrade their space by featuring rollers and painter’s tape in the display.
Create an Environment
Rows and rows of fluorescent lighting probably isn’t highlighting your display very well. If you have display areas set apart from aisles, keep the empty walking space a bit dimmer than the light you shed on your displays. Using adjustable fixtures can provide more versatility here, as you reposition and change out displays.
It can be difficult for many shop owners, but support the customer in touching and “trying out” items. You need to give the impression of an environment where they are a trusted and welcome guest. Selling accessories? Make sure there are mirrors located conveniently nearby. Selling hammers? Allow the shopper to feel the weight of it in their hand, so again, they may imagine using it outside of the store.
A lot of customers will pass over certain items if they feel they need assistance with it, especially as it pertains to pricing. Every item in your display should have a price tag. If not, price should be communicated on the display. If you have a nondescript or multi purpose item on display, use signs to say a little bit more about the product.
Great displays can negate the need for a large sales staff. A few ways you can optimize your displays involve adding relevant products that enhance a shopper’s ability to see themselves using it, keeping the lights trained on your best merchandise, and making pricing obvious.