I spend a lot of time at coffee shops when I'm on the road training or advising, or in between sales appointments, and meeting prospects. It's a convenient place for me and millions of other business people to set up a temporary office for a few minutes or a few hours. Sure, I'll spend a few bucks on a cup of coffee or a latte, but that's an inexpensive price of admission for a couple hours of workspace so I can catch up on my emails, finish writing an article, or plan a client training session.
But let's assume you don't sell coffee. You sell appliances, or furniture, or cars, or something else. What can you learn from the coffee shops?
1. Don't make your store all about your product. Make it about the customer.
Of course your mission is to sell stuff, but when I go into the coffee shop, it's not all about coffee. It's about me, the customer. Make your store all about your customer, too. What would they appreciate? What would they want? What do they need (other than your products)?
2. Get them to stay.
How many times have I hopped up to the coffee counter to order a scone while working on the manuscript for a new speech? A bunch. The only way those coffee shops sold me scones is they're so good at getting me to hang out there.
Is your store set up to encourage lingering customers? Do you have places to sit and chill, to meet friends, to check email? No, car dealer, the customer lounge in the back with the vending machines and harsh fluorescent lighting and the sound of air tools clanking in the shop doesn't count.
3. Check your surroundings. Do they work for the customer?
I know, your store was professionally designed by an interior design firm that specializes in retail spaces. That's great. But did you tell your interior designers you wanted a retail space that uses design to welcome customers, make them comfortable, make them want to stay, and make them feel at home? Or did you just want to maximize the amount of product displayed for the space available?
Take a look around. Would you like to spend time at your store?
Don't put the water fountain in back where customers have to walk through a maze to get to it. Put it in the middle of your store, and put interesting displays all around the water fountain. Use thirst (or children's penchant for water fountains) to help engage your customer and create sales.
There's really good LED lighting now that's energy efficient, environmentally friendly, and easy on the eyes. It belongs in your store.
What kind of flooring do you have? Is it attractive? Comfortable? Visually stimulating? Or just utilitarian?
When a family of five visits your store, do they have a place to sit while mom tries on a dress? One or two chairs by the dressing rooms won't help your family of five. Are there magazines for the kids and dad to read during this ordeal? Are the chairs comfortable? Are the dressing rooms comfortable?
The design of your retail space can engage or disengage your visitors. Choose engagement.
If you like this post (or don't) please leave a comment. Skip Anderson is the Founder and President of Selling to Consumers Sales Training. He works with companies and individuals who sell to consumers in B2C, retail, in-home selling, and the financial, real estate, and insurance markets.
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