Show Business How to Get Customers 4x More Likely to Buy
| How to Get Customers 4x More Likely to Buy |
| Written by Bruce Baker |
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Once a customer holds something in their hands, they are four times more likely to buy it. Many times it is the sign that gets them to stop and take notice, and then to interact with the product. This is the key. To convince passersby to look more closely, or better yet to pick it up!When used in retailing, signs are often referred to as “silent salesmen.” Small signs placed by your work can tell the story of what you make, or suggest the benefit of your products. They send nonthreatening, pressure-free messages to your customers. If the signs are effective, buyers won’t miss the message. When the signs work, there is no doubt that your sales will increase. So what makes a sign effective? Signs that appeal to the senses and involve the customers in noticing or experiencing an item are key—to make customers literally see, touch, smell, hear or taste (when appropriate) an object. Effective signs are often statements of the obvious. Here is an example: Moreno Wool Blankets When a customer reads this, their first reaction is to touch the blanket. Soon they realize that they are the softest they have ever felt. The sign has made the customer feel differently about the product. I was talking about this topic to a group of farmers market venders in Oregon a few years back. An herb grower took my advice and used this sign: Basil With this sign, he was able to more than double his weekly basil sales. It is so simple, yet so effective! It may be a statement of the obvious to the farmer who picks the basil, but to the customer, the smell of fresh basil can be irresistible! The sign tells the customer what to do and many will respond. Whenever you get customers to use their senses, your sales will go up. About the Author: Bruce Baker is a Senior Columnist for The Crafts Report. This post is an excerpt from the article, "Boost Your Sales With Effective Signs," which appeared in the October 2009 issue of The Crafts Report. To read the entire article, contact Jack at (800) 331-0038, ext. 124 to buy this issue. Comments (3)
 written by Edward Hazzard , March 09, 2010 I am very glad I read this article. I design and make hand bound journals and more . I make a quality product of which I am proud, but I hate selling or pushing my journals at crafts shows where I sell. My wife, however, is proud of me and brings people in to open up my journals to see the design, and feel the quality I put into my work. The journals are theme oriented and unless you open them you don't see the designs and color carrying the theme throughout. My wife does a great job at selling and taking orders for personalized work, by getting people to connect with my work. I can definitely improve my signs to get people to open and feel my journals when my wife is not manning the booth. I am not a sales person. Thank you so much for the idea of creating signs to get people to connect with my work.  written by Carolyn , January 13, 2010 Bruce, you are so right! When I was in the business (I sold jewelry) I placed the piece under consideration in their hand - every time. My sales really jumped after starting that technique. If at all possible (unless you have really high-end work), I would also avoid having closed cases where customers cannot touch. By the way, how long have you been writing for Crafts Report? I had a subscription for years back in the 70's and your name sounds familiar.  written by Angie , January 13, 2010 Great tip! I never thought to put a "smell it" sign out at shows so customers pick up my soap! Write comment
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