Tuesday, September 20, 2005
Small Vs Big Vs Internet
So your a small independant retailer, struggling to make a living?
The big retailers can thrash you on price, the internet can thrash you on convenience, what have you got left in your arsenal?
Hopefully a sense of humour as if people don't warm to you, chances are they're not coming back.
Knowledge, a direct conversation, is your greatest asset, share your experience, share knowledge - tell them where's best to go, be your own magazine. Show and tell the best products. Be the best you can be.
Why not put on lectures about what's relevant to what your selling, share slides and stories. Give people the benefit of tested products. Read "The Tipping Point" and become a Maven, read Creative Customer Evangelists and generate some buzz. Above all smile, be happy, personality sells, we can spot a fraud. Enthusiasm sells above all.
The big retailers can thrash you on price, the internet can thrash you on convenience, what have you got left in your arsenal?
Hopefully a sense of humour as if people don't warm to you, chances are they're not coming back.
Knowledge, a direct conversation, is your greatest asset, share your experience, share knowledge - tell them where's best to go, be your own magazine. Show and tell the best products. Be the best you can be.
Why not put on lectures about what's relevant to what your selling, share slides and stories. Give people the benefit of tested products. Read "The Tipping Point" and become a Maven, read Creative Customer Evangelists and generate some buzz. Above all smile, be happy, personality sells, we can spot a fraud. Enthusiasm sells above all.
Who's your customer?
Why should I even have to write this blog?
Well, I've heard what follows from the horses mouth many a time, so I have to speak up.
"Our customers are boring old fuddy duddy whatevers, and this products just not right for them".
Guess what, I spoke to the boring old fuddy duddys, they might not want it, but they've got kids that do. When you sell to anybody, you sell to everybody they know as well.
Speak to your customers, don't assume they want the same as you, and don't write them off. You know what sells most? ENTHUSIASM + PASSION, it gets results, it gets a smile. Speak to them, learn from them, love them (not in a practical way - you'll get into trouble).
If your not having fun any more and you hate your customers, your in the wrong game, your surviving, get in the store room and put somebody young and fun out front. People respond to being treated like people, they'll respect you for it, you'll enjoy it more and you might even sell something.
Your customer is whoever walks into your store, and guess what - They're not the same.
They've got different needs and passions, you've got to talk to them, understand them. Direct dialogue and the human touch is the only advantage left to you. USE IT.
Well, I've heard what follows from the horses mouth many a time, so I have to speak up.
"Our customers are boring old fuddy duddy whatevers, and this products just not right for them".
Guess what, I spoke to the boring old fuddy duddys, they might not want it, but they've got kids that do. When you sell to anybody, you sell to everybody they know as well.
Speak to your customers, don't assume they want the same as you, and don't write them off. You know what sells most? ENTHUSIASM + PASSION, it gets results, it gets a smile. Speak to them, learn from them, love them (not in a practical way - you'll get into trouble).
If your not having fun any more and you hate your customers, your in the wrong game, your surviving, get in the store room and put somebody young and fun out front. People respond to being treated like people, they'll respect you for it, you'll enjoy it more and you might even sell something.
Your customer is whoever walks into your store, and guess what - They're not the same.
They've got different needs and passions, you've got to talk to them, understand them. Direct dialogue and the human touch is the only advantage left to you. USE IT.
How to sell Innovation
We're responsible for putting radical products into the marketplace.
That's all very well, and the public love them, but only when they understand what's on offer.
So how do you sell something, new and different, with a widespread market appeal?
That's what we've been learning, and now we know, and have seen the effects - we're going to share the knowledge - so you can share the wealth.
We're going to use our product as an example, as that's where our learning has taken place. We don't want to teach old dogs to suck eggs or whatever, but if you think it can be done differently let us know at info@flatworld.co.uk
I'm going to skip the sales pater, obviously you need to stock a product to sell it (or do you?), drop shipping could change all that.
But I'll presume for now that we're dealing with a normal retail environment.
Considerations
1. Packaging - Packaging should be clear, concise, eye catching and unpretentious. Communication is everything, you must assume that the customer knows nothing, and has no time. The window of opportunity is small, grab them by the balls (nb. our new packaging does this, but not literally). If your a retailer and have our old packaging - sorry I know it's bad. Please get in touch and we'll endevour to sort something out for you.
2. In store placement - The customer hasn't seen this before, they might not even know it exists, their not going to ask you for something they haven't heard of, put it by the tills, or at the front of the store.
3. Demonstrate Value - Nothing hooks a customer like an enthusiastic demonstration, paint a picture of how they can use it, how this product benifits them.
4. That something extra - This is the most obvious issue, but one that time and time again I have not observed. Do your staff know what you stock? - Strange but true, speaking from experience. Do you know your customers? Does your Buyer know your customers? - Again I've been told numerous times about what the Outdoors Market is about, and who THEY are. Funny thing is, when I'm on the hill, I see Grandmothers, Mothers, City Slickers, Skaters, and DINKS, in fact name a market segment I've probably seen it.
So speak to your customers, they are your friends and peers, and they will teach you what they want. Don't ask can I help you? Ask open questions, ask if they go camping regularly, ask if they're going backpacking? Try and engage them, find out why their looking.
If they want a backpack what's it for? What are they missing? What problems do they have in the great outdoors? DON'T BE A SNOB, YOU CAN'T AFFORD TO BE.
The add on sale is a continuous opportunity, don't speak to the customer and you'll miss the reason they came in in the first place. You have knowledge - make sure you share it.
That's all very well, and the public love them, but only when they understand what's on offer.
So how do you sell something, new and different, with a widespread market appeal?
That's what we've been learning, and now we know, and have seen the effects - we're going to share the knowledge - so you can share the wealth.
We're going to use our product as an example, as that's where our learning has taken place. We don't want to teach old dogs to suck eggs or whatever, but if you think it can be done differently let us know at info@flatworld.co.uk
I'm going to skip the sales pater, obviously you need to stock a product to sell it (or do you?), drop shipping could change all that.
But I'll presume for now that we're dealing with a normal retail environment.
Considerations
1. Packaging - Packaging should be clear, concise, eye catching and unpretentious. Communication is everything, you must assume that the customer knows nothing, and has no time. The window of opportunity is small, grab them by the balls (nb. our new packaging does this, but not literally). If your a retailer and have our old packaging - sorry I know it's bad. Please get in touch and we'll endevour to sort something out for you.
2. In store placement - The customer hasn't seen this before, they might not even know it exists, their not going to ask you for something they haven't heard of, put it by the tills, or at the front of the store.
3. Demonstrate Value - Nothing hooks a customer like an enthusiastic demonstration, paint a picture of how they can use it, how this product benifits them.
4. That something extra - This is the most obvious issue, but one that time and time again I have not observed. Do your staff know what you stock? - Strange but true, speaking from experience. Do you know your customers? Does your Buyer know your customers? - Again I've been told numerous times about what the Outdoors Market is about, and who THEY are. Funny thing is, when I'm on the hill, I see Grandmothers, Mothers, City Slickers, Skaters, and DINKS, in fact name a market segment I've probably seen it.
So speak to your customers, they are your friends and peers, and they will teach you what they want. Don't ask can I help you? Ask open questions, ask if they go camping regularly, ask if they're going backpacking? Try and engage them, find out why their looking.
If they want a backpack what's it for? What are they missing? What problems do they have in the great outdoors? DON'T BE A SNOB, YOU CAN'T AFFORD TO BE.
The add on sale is a continuous opportunity, don't speak to the customer and you'll miss the reason they came in in the first place. You have knowledge - make sure you share it.
