It’s kinda sad but true. You went into this business, retail storekeeping, resale division, at least in part because you like people. But shortly after getting into your shop, you
realized one thing:
The biggest thought on your clients’ minds is
WII*FM.
That’s right. They do not care one whit (one iota, one single mote, a nanobreath) about you. All they want to know is WIIFM. And no, that’s not a radio station.
But the fun thing about WIIFM ? It’s so easy to satisfy…if you know it exists.
So what, you may well ask, is WIIFM?
It’s the question that is in the top of everyone’s mind, 24/7; old, young, or in-between. Male, female, vegetable or mineral. It’s the, if I may wax metaphysical here for a moment, the very Engine of Existence.
It’s: What’s in it****** for ME?
And it’s the question you must answer in every single message you send to your customers. Every flier, ad, info piece, web site, business card, consignment agreement, store sign, even your business name. And most certainly, your tag line.
Tell the customer what’s in it for her. Tell him again and again. Never miss an opportunity to tell them why they should do business, every chance they get, with you. And that’s the ONLY time the concept of “you”, the shopkeeper, the owner, the slave, should appear anywhere near your business.
They don’t care about you. They care about them. And that is as it should be. After all, they are being asked, cajoled, tempted, persuaded to part with their hard-earned money for some else: a dress or a dresser, a crib or a collage. It should be about them, about their personal payoff, about their self-interest.
So the next time you want to motivate, to beguile, to part the public with their lucre, remember to always always answer the question: WIIFM.
Read More: Here and here. Obviously, a subject I care DEEPLY about.
Auntie Kate The Resale Expert 
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I need to remember this in my advertising. I just sent a constant contact out and instead of telling the consignor what was in it for her if she cleaned out her closet and brought in her fall stuff, I did a dumb thing, and said help us expand our fall preview section.
Why should she care about me wanting to expand anything. That was dumb. I need to print up some WIIFMs and hang them around to remind me of this!
I love to appreciate my customers in so many ways — a smile, gift with purchase, or even I can call you if such and such comes in.. it is sooo much more than just shopping.. TAGS is a way of life!
Great reminder Kate, it definately is all about the customer.
My event this weekend was borrowed from Mary Beth with the Firecracker Sales event. My favor that they pull out of the bag is a butter/dinner mint packaged in American Flag print. I’ve put a little sticker announcing their discount %. They don’t realize that it is a mint at first and are excited by their discount, they get doubly excited when I tell them it is a mint for them to keep. Who would have thought a mint would make someone so happy but it is just about making them feel valued in those few moments we have their attention. 🙂
This gives me something to think about. Thanks for posting!