4. An average buyer gets 100+ emails a day, opens 23% and clicks on only 2% It’s hard to break through when you’re an unknown sender. Make sure prospects are getting your messages with interesting and engaging email content, and make … Continue reading
The year is winding down and I am already starting to miss our monthly meetings and the artists….yet it’s heartwarming to look back over the last several months and appreciate and enjoy the changes and growth that have occurred.
Here’s what this meeting produced:
Sarah is looking at holding painting class again…as a revenue producer and means for visibility. Nicole is looking to expand social media to include Pinterest and Instagram. As the only one in the Gallery who is doing marketing activities for the Gallery, this is more action and work, even if it might seem a small thing to readers who have been using these for awhile.
The holidays are coming, and it’s time to be thinking of what products are needed for gift buyers. Nicole is making felted ornaments and will have an ornament tree positioned prominently in the showroom, and has found other artists to make ornaments, coasters, and small items. She will also be getting other artists to share databases, so that they can exponentially increase their reach.
November looks to be a busy month – Debra Ehrens is doing a trunk show, Open Studios weekend on 11/21 and Hatch Street Studios trunk show will be at Gallery 65 this year! In December, the first weekend is the Holiday Weekend, with a downtown stroll. Downtown associations (NB Cultural Council, NB Beautiful) are also creating a Deck the Windows event that is sure to attract interest and participants…and we hope, lots of foot traffic to start shopping! And Roy Rousseau will be the Featured Artist in the Gallery in December.
I am so proud of the work they’re doing. They have fewer artists in the cooperative yet are taking more action. They’ve consolidated floor space in the showroom, yet merchandised the existing and new product more effectively. While traffic into the showroom continues to be less than desirable, they are doing more with it. In short, a leaner and more amped team – and they are inspiring! I am looking forward to our next meeting in a couple of weeks.
Love, love, love,
For showroom salespeople
Is your computer screen keeping you from seeing the customer who just walked in?
I was talking with Dennis Miller (Featured Designer 1/2013) the other day about this…he asked if it was a pervasive problem in other showrooms, and maybe even one of our own creation. With the reduction in traffic into retail and trade showrooms, I have been encouraging, insisting and even demanding (no, not really…..well, maybe) that salespeople generate sales from marketing to their database and attracting new clients and customers. That takes time and it takes attention. And it needs to be done during slower showroom traffic times in order to balance outreach activities with incoming opportunities.
Here’s an old retail thought to consider – a customer in front of you always takes precedence over a customer on the phone or a sales support activity. If you’re on the phone when someone comes in, then a smile a nod / wink and a silent ‘be right with you’ is essential to having them feel welcomed and acknowledged. And then get up and go talk to them. Let’s not wait for them to come up to you at your desk before a greeting occurs.
Look at your traffic logs and see when the busiest times are in your showroom so that the marketing activities you are doing then are ‘light’ activities, like writing thank you notes and making after delivery/installation follow up calls. That way your primary focus is to be available to incoming customers. Early and later in the day are often good times to dig deeper into marketing calls and also a better time to reach people. Try it a few different ways to see what works for your showroom and then consciously schedule those blocks of time in your calendar.
Thanks Dennis for bringing this up. And I welcome everyone’s input on how this plays out in your showroom.
Now, go sell something.