Lesson Plans
Boost sales by educating customers on your product.
When Mary Cassinelli moved her herbal products shop, Dandelion
Botanical Company, to its current Seattle location, she was
looking for a way to attract customers. Remembering that the
seminars she held at her previous location always resulted in
increased sales, she ramped up her "edu-selling"
efforts.
"We'll reach more than 200 students this year,"
says Cassinelli, 38.
Incorporating educational components like seminars,
instructional videos, hand-outs and books into your retail shop is
a great way to earn customers' trust--and the increased
spending that comes with it, says Tom Shay, president of Profits Plus, a
retail consulting firm in St. Petersburg, Florida. His tips:
- Start promoting seminars and classes at least a
month in advance. Use in-store signage, postcards and local
advertising.
- Keep customers in the know with demos, samples
and tutorials. "If they don't know how to use what
you're selling, they're not coming back," says
Shay.
- Get cash from the manufacturer. Shay says
manufacturers are often eager to pitch in for programs that promote
their products.
Content Continues Below