by Shasta McLaughlin
The Extravaganza Craft Productions

Parts of this 7 part series have been reprinted with permission from the article “7 Common Disconnects In Retail Business” by Pam Grimm of Ideaco.  Click here to see Pam’s full article.

7 Common Disconnects In Retail Business

By Pamela Grimm, Ideaco

7.  No asking for the business: Not once did anyone say… “We want to be the store you come to for your crafting needs….we want your business!” There was no attitude of we want to impress you and guarantee your return to keep you as a customer. No one asked “Have we met your needs today?” They would say… “Did you get everything you needed?” instead of asking if there was more that they could do to meet my needs today! I was surprised at just how little interest there was in gaining my business.

How to Ask for Business

Remember that the value of every customer is equal to the total of their purchases over the length of time they will be your customer.  When you remember the potential value of every customer over a life time of purchases it’s easier to offer exceptional customer service.  Customers are looking for exceptional customer service something that sets your business apart from everyone else.

Remember make a positive impression, show your interest in your customers, share your product knowledge, and find the customers needs.  Present the customer with the benefits of the product as they apply to them, offer the options they need like customization, ability to pay by check, money order or credit card, free gift wrapping and shipping to any address.

Ask the customer if you have met their needs and listen quietly to what they say.  Take notes if necessary and carefully consider if you can provide their needs. Is the value of that customer worth the time and money that you will spend to meet their needs?

Meet the needs of your customers with a wow and they will keep coming back for more!

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by Shasta McLaughlin
The Extravaganza Craft Productions

Parts of this 7 part series have been reprinted with permission from the article “7 Common Disconnects In Retail Business” by Pam Grimm of Ideaco.  Click here to see Pam’s full article.

7 Common Disconnects In Retail Business

By Pamela Grimm, Ideaco

3.   Lack of product knowledge: With so many products coming and going it is understandable that you can’t know everything about everything. However, many stores could not even explain the basic details of what are considered staple products of the craft. These are the products that don’t change out often…they are essential to doing the craft. Most often, we were shown the area in which to find the product we were looking for, then left to fend for ourselves.

Share Your Product Knowledge

You obviously know all about the products that you create.  The question is do you appropriately convey that knowledge to the customer.  Do you know the difference between the benefits and the features of the arts and crafts you create?  The features are what the product does, the benefits are what the product does for the customer.  If you were considering buying something what would you want to know first, the benefits of course.  Customers want to know how this product will save them time, save them money, make their lives easier, or solve a problem for them.  What are the benefits of your art or craft? Tell your customers first the benefits and then the features.

The benefits of a towel rack are

• Keeps your bathroom organized saving you time because you no longer have to pick up smelly wet towels.
• Dries your towel saving you money because now you don’t have to wash your towel every time you use it.
• Towel warmer which makes stepping out of the bath a luxurious experience.
• Quick warming and energy efficient saves you money.
• Never gets too hot so it won’t burn your child or your towels.

The features of a towel rack are

• Silver color so it matches any decor’-which might double as a benefit.
• Three towel bars so you can hang a towel for each person in the family.
• Towel warmer.

You can improve on the retailers mistake here by realizing it won’t work to sit in your booth waiting for your craft projects to sell themselves.  Show off the benefits of your product by demonstrating it.  Show people how your towel rack matches the toilet paper holder and the hand towel rack.  Plug in the towel warmer and hang towels on it so customers can feel how nice a warm towel is.  Help them imagine using your product in their own home and you’re on your way to a sale.

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