D-i-y clinic strengthens sales, service

A S A RETAILER you hold a Fkey to helping the do-ityourselfer achieve success in his undertakings. Consumer magazine articles and advertisements can whet his appetite for home improvements and remodeling, but only a real live store owner can show him how to use tools and materials to create a project he can show off with pride.

Although each salesperson in your store should be a teacher, explaining how and what to do as the customer needs help, a demonstration or clinic makes it possible to instruct a number of customers at one time. Sales figures show, too, that a do-ityourself clinic encourages sales as well as the hesitant handyman.

An informal survey of customers or a little research in consumer home magazines can show you some of the hot "in" projects. Home improvements projects tend to be seasonal with the urge to do them as catching as measles. Before you make a firm decision of the class subject, determine that you have available enough merchandise to supply a sales demand. Nothing is more discouraging than stimulating sales for wallpaper supplies with a how-to-hang-it clinic, then discovering that the last kit has been sold.

Story at a Glance

Boost sales and customer relations wlth d.l.y cllnlcs slep by step method of organizatlon . careful plannlng in. sures success.

After zeroing in on the subject, you have more decisions to make before you can get the project offthe ground. First, find an expert to give the instruction. If neither you nor one of your employees feels confident about facing a group of eager d-i-yers, one of your suppliers probably will be qualified. Other possibilities include a teacher interested in a little moonlighting or a skilled craftsman without prejudice.

When the instructor is established, look for a classroom site and select a date and time. If you have a large store, you probably can push around a few fixtures and clear an area large enough to set up some folding chairs and a raised platform (a couple of pallets) for the demonstrator. If such an arrangement is not feasible, check the possibility of using the community room at a bank, an empty school room, or other meeting room near-

February,1982

by. An advantage of having students come to your store is their exposure to your merchandise.

The next step is organizing publicity. Include the clinic in your scheduled newspaper, radio, t-v, or home circular advertising. Find a newsworthy angle to check out with the local editor for a story. Put an announcement on the store marquee. Hang posters at the entrances and cash registers. Alert salespeople to plug the event with each customer. Insure having proper accommodations by having pre-registration. There will be no-shows, but the walk-ins can take their places.

With these arrangements out of the way, start delegating other responsibilities. Name someone to arrange for chairs and set up a classroom including pencils and pads of paper for the students, ashtrays and matches if smoking is to be allowed. This person also should be in charge of the coffee or soft drinks and simple refreshments such as doughnuts or cookies.

The instructor should provide a list of tools and materials needed. Appoint someone to assemble them and be responsible for returning them. Arrange for a take-home handout to reinforce the instruction including a list of tools and materials.

If you or one of your employees is giving the demonstration, see that the presentation is organized and practiced until the instructor is at ease. The time length for a demonstration is crucial. Less than an hour and the person who made the effort to come feels cheated. More than two hours and the audience becomes restless.

Arrangements also should be made for staffing the store during a clinic. If it is during store hours, you must be sure that there is adequate help to take care of customers not attending the demonstration. If the class is after closing hours, security must be maintained with those attending having an opportunity to make purchases.

Details will vary from store to store and subject to subject, but following these tips should insure success once preliminary planning is complete.

(1) Have people stationed near doors to direct students to classroom area.

(2) Welcome and register students as they arrive. (These names can make a useful mailing list.) Start on time. Introduce the instructor, giving his background and qualifications for teaching the clinic briefly.

Be sure the instructor is relaxed and willing to answer questions as he goes along.

Pace the demonstration to maintain interest with an opportunity for the students to have hands-on experience. Tell the students the costs of the tools and materials. (Explain how they can be purchased on credit if it's available.)

(E) Give the students how-to booklets to take home.

(9) Invite them to look at the store and merchandise while they are having coffee.

(10) Ask them to fill out an evaluationof thelclinicand hand itin-

(11) Announce the time, date, and subject of the next clinic if you are having a series.

(12) Thank everyone for coming and offer your services if they need more help.