from the President
Check the Price and Get Advice
Consider offering your customers a dedicated area in your store where they can conduct product research, allowing them to feel comfortable discussing what they learn with you. We hear it every day: “I can get that cheaper on the Internet.” It’s as if the Internet has somehow become the trusted source for every purchase. Or, at the least, a sore spot for every brick and mortar retailer. There may be a way we can gain better control over the decision-making environment. When someone walks into your store, they are looking for advice from a trusted source. Building that trust requires some transparency. Offering a way for the customer to research the product under your watchful eye could provide some assurance that you’re the best source for trusted information.
Your Customer Says, “Let me think about it.” It happens every day. The door opens, a potential customer-for-life walks in. You listen carefully to their inquiry, doing your best to understand both their needs and wants. Then you spend quality time presenting what you feel will best suit their desires. Or, in some cases, you take a moment to show a new customer the best you have before focusing on what they came in for. Regardless, by now you’ve formulated what you feel would best satisfy their ears, eyes and wallet. You ask for the sale and then the dreaded answer comes: “Let me think about it,” and they leave. We should all know what that means by now. They go home, phone a friend, head to your competitor or they look it up on the Internet.
Remove the Barrier to Decision-Making If you completed your sales pitch and the customer still feels they need to “think about it,” they may want to do some more research to make sure they’re getting the best value for their money. So, why not help them decide by creating an area in your store where your customer can research products and pricing, allowing them to feel comfortable discussing what they find? This would provide you with the opportunity to help them make an informed decision. Help them understand that just because the price is lower doesn’t necessarily make it a better deal.
Give Them the Option to Research In-Store Why hide it? Your customers spend time learning everything they can about a product and the price. Many times, before they come to see you. If they have the option to do some research in your store, they might be able to complete the sale before they walk out. When creating this new space for research, make sure you set it up to showcase your best. I would suggest using a
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screensaver and a screen background that scrolls through some great pictures of satisfied customers with their vehicles, highlights of your best projects and links to your website, Facebook and Instagram. Make sure they’re comfortable and be certain that the surrounding area represents your best offerings. Also, lock down the browser history so you can review if needed. Even if you don’t close the sale, you may gain some insight into how they search and what may be important to them. Not Every Customer is the Right Customer for Your Business There are some people who may not be a fit for your business model. Don’t be afraid to say no. You may find that you’re making more money with less headaches. Not every customer will change their habits, but those who do will become loyal customers. Taking that extra step will leave them with little or no resistance to your best solution for their automobile. Work toward becoming the best value in your market—not the best price.
Always Lead With Your Best Qualities When you have a great idea and it works, tell someone about it! Don’t let your best qualities be hidden. Always lead with your best ideas and reputation. This is what separates you from the rest of the pack, including those dreaded Internet sellers. Use your social tools to reach out to your local market to let everyone know you offer the best value, guaranteed! Make sure everyone knows you have the best service, best products and the best solution. Your mission is to add customers to your happy customer-for-life list. Next time you finish your sales spiel, take a moment and immerse yourself in the reality that you’re doing everything in your power to be the best at what you do, and that no one will beat the value you can provide. Let the world know your business is awesome!
