"Don't find customers for your products, find products for your customers." Seth Godin
"Plant the seed." Hillary Moulliet (me!)
A familiar face comes in to paint. There's cheery hello's and how are you's, then they're browsing, looking over the shelves, making the tough choice of what to paint next. "Oh wow, you do team building?" they ask, pointing to a small display of mugs and a sign on the shelf. Share a bit - a favorite activity or story from another group - and they continue browsing.
While ringing them up at the POS, bring team building back into the conversation (or sooner, if it works). Make sure they know they can find info on your site, or even email them the details. Give them a flier if you have one. When they pick up their piece, try to remember to bring it up again (attach a flier to their piece or bag). Plant the seed.
When you're genuine (and excited!), your conversation comes across as just that. A conversation. Planting the seed can be subtle (talking about it in a conversation) or more direct like a QR code (sign up for email! Follow us on social!).
Selling in your studio - displays: on the shelves and throughout your space
Painted samples to inspire: feature all skills levels
Gift ideas
Upcoming events and classes
Signs
ask us about: kids parties, team building, ladies night, mobile parties etc.
parties: we love celebrating all occasions: bridal showers, baby showers, etc.
did you know: I'm food safe! I'm oven safe! Our paints are non-toxic.
services: custom painting, mobile parties.
gift cards: perfect for all those parties your kids are invited to!
seasonal: gift ideas, new pieces, limited quantities.
Plant the seed
Selling in your studio - QR codes (click for how to create your own free codes)
Put that crazy little square on signage of varying sizes throughout your studio
POS
Tables
Bathroom
Party room
Front door
bounce-back coupons and bag tags; check out Dawn's receipt that's stapled to every bag that goes home (below)
Plant the seed
Other opportunities to sell in your studio
The "just taking a look around" new customer: direct them to a specific class or seasonal pottery.
At the POS: what's coming up they'd be interested in?
At their pick-up: show them a new piece that just came in or a new class.
Parents waiting while their kids are at a party (talk to them!).
A Scout troop in your studio: chat with leaders about a ladies night and get the kids excited about your birthday parties.
A team building group in your studio: when you're welcoming them, briefly let them know about your studio!
All classes and events: at your intro (and as they're leaving): what's coming up?! What's new?
Plant the seed
Staff training
Explain how casual conversation works (plant the seed).
If they are new to this type of convo, tell them to watch you interact with customers. After the customer leaves, ask them what they observed and if they would have done anything differently. When you observe staff engaging in this casual conversation selling, let them know that you're proud of them!
Have a weekly topic for them to talk about with everyone who comes in, whether it's to paint, pick up or look around. And yes, it IS possible to work anything into a conversation. When I waited tables in college, the manager would pick a totally crazy non-restaurant word and the person who worked it into a conversation the most that night got a cash bonus. It was highly entertaining - and rewarding!
More on casual conversation and training your staff here.
Your loyal and loving customer base will be back ... but how frequently? Don't miss opportunities to share what they would love every time they visit. Imagine if all of your customers increased their visits by just a few every year. Multiply that by your average sale. That's a lot of income.
Keep planting the seeds. THEY WILL GROW.
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