Last month we discussed how to make boost sales opportunities when you market services, and when you sell products online.
Now we move into the real world! It’s pretty much the same principle as online and in fact, the similarities with selling via a website are actually quite numerous.
Firstly, think about your signage. Are you making the most of your opportunities to pull passers-by in? Stand across the other side of the street and take a look at your shop front. How does it look? What does it say? Is it obvious that you sell what you sell?
Don’t Veer too far off the Familiar
A few weeks ago we were on our way to see a new client. Knowing what their business was, we were looking for a certain type of shop front. But we drove past the address several times before we spotted it. Why? Because it just didn’t look like a shop that sold what it did. Make sure your shop front is true to your industry and don’t veer too far off what consumers find familiar.
Maximise Outside Space
Next you need to think, are you making the most of your outside space? If you have a forecourt or are allowed to use the pavement space outside, think about placing something there to pull people in. Whether that’s an A-Board to promote special offers or even just to shout out what you do, or it’s samples of your products it doesn’t matter – just make the most of that space! For example, if you sell flooring, you could put swatch boards out front. They’ll instantly show that you’re a flooring specialist, and encourage passers-by to stop and look.
Be Known by your Signage
Then there’s the signage. Firstly, is it consistent with all your branding? If you advertise locally, leaflet or promote through your website, does your shop front match the image you’re putting out through these mediums? If not you could be missing out on the benefit of instant recognition.
What’s in the Window?
Next up is window space – have you thought about using signage to describe what you do? Frosted windows look attractive and can help you sell your services. Think about your key services and splash them attractively across your windows so passers-by get the message!
And lastly, how about a creative window display? Inspire imagination and really show off your craft and products courtesy of a well-planned display. Arrange it to fit around your frosted signage and you could really have something special there.
Stand Back and See what Others See!
Always stand back, across the other side of the street if possible, and look at it from the point of view of a passer-by. And talking of passers-by, ask their opinion – there’s nothing like an unbiased view!