How to put more BANG into your selling

playing related items together, customers are reminded of other products they need and impulse buying becomes a factor.

By Christine Rozakis Sales promotion coordinator Cotter & Co. Chicago, Il.

I I AY might be home improvement

IUI month, but Americans by the millions are jumping headlong into the doit-yourself market year round, and they are spending billions of dollars on those projects annually.

Hardware stores and home improvement centers across the country are bursting with eager weekend carpenters searching for the tools, supplies and advice they'll need to comPlete those projects.

Several sales aids can be used to deal with the growing number of consumer questions. First, and foremeost, is a knowledgeable sales team.

In many cases, the customers are not exactly certain what tools or supplies they need for their projects, and that's where well informed sales personnel come in. True Value Hardware Store members are encouraged to hold store meetings regularly with all sales personnel in attendance. As the basis for these meetings, a store meeting cassette is produced. These cassettes review the current True Value direct mail promotion giving selling tips, product information and display hints.

In addition, employees learn what merchandise is expected to sell well, what features make some products more popular and whether the manufacturer is planning a large advertising campaign.

Brief sales clinics at the end of each cassette bring more detailed information to employees. Some clinics deal with refinishing projects, energy saving devices, lawn & garden tools and displays. Each is designed to give the sales personnel additional information which will help them deal with customers' questions.

In-store displays are another sales aid. They act as a selling tool because the customer who doesn't need personal attention can buy what he needs from displays without having to talk to sales people.

For example, a prominent displaY which features merchandise used in completing a do-it-yourself project makes it easier for the customer to find all the materials and tools needed to finish the job. A well-stocked, attractive display allows sales personnel to spend more time with the customers who need the extra care. By dis-

A third sales aid is merchandising and display material. Setting up a display always attracts attention to the merchandise, and adding price cards, point of sale material and banners helps generate more interest.

In display kits which correspond to the six True Value direct mail promotions, members have the colorful banners, price cards and pennants theY need to make their displayS more interesting.

In addition, many manufacturers supply window banners, rebate cards, point of sale material and counter cards for specific promotions they are conducting.

Window banners and window displays act like a drawing card to passersby. Keeping them fresh and seasonal adds more interest and encourages customers to come in and look around. Once inside the store, price cards and counter displays lead the customer to sale merchandise.

Another way to draw attention to the promoted merchandise is to mount a complete copy of the direct mail circular or catalog or a newspaper ad in several departmemts throughout the store. Some of the best places for this display are near the checkout counter or near the front of the store. Most of the store traffic passes through these two areas, and customers are alwaYs drawn to the display of the ad.

Reprints of magazine ads should also be displayed in various departments, particularly those with featured merchandise. Many customers like to have the opportunity to review the ad while shopping, and displaying a reprint gives them the chance.

As the d-i-y market continues to grow, more and more customers will be shopping in hardware stores and home improvement centers seeking advice for their projects.

Story at a Glance

An overview of hardware/ housewares merchandising and sales aids available including sales meetings, clinics, displays and display kits, Price cards, banners, Pennants and reprints.