One of the more frustrating questions any consignment or resale shopkeeper can hear is “How long you been here?” It’s even more frustrating to know that every day, there are potential customers who need to be reached.
Well, get used to it. “How long you been here?” is going to be heard in your shop forever.
I mean forever. Every single day, no matter how established your business is, there are new people you need to attract, people who just BECAME potential clients.
- Maybe they didn’t need what you sell ’til just now.
- Maybe they didn’t know what you sell, and how it could be of value to them, until they happened across your business while doing something else. (The theory behind locating near other places which attract your target market.)
- Maybe they’re in a madcap, girls’-afternoon-out mood and willing to explore new shopping experiences.
- And just maybe, they recently arrived in your market area, moving to town or simply passing through.
You have to, 24/7, let everyone know about your business and what it can offer to them. You have to hit ’em when and where they are in need of your goods.
Let me tell you a story.
A few days ago, we decided to go out to lunch. Since we’d be in the neighborhood, and I’d heard good things about a certain restaurant, I thought that would be a good choice. But I was unsure if they did lunch. So I googled them. Found lots of rave reviews, which whetted my appetite. Found their web site, too.
Without the hours or phone number on it. Out of 5 possible links, 3 were completely blank. Nothing. Main page? Cute music and slide show, no address, phone, hours, or even what type of business this was.
Went back to Google, found their phone number on another site, called them. The nice fellow who answered the phone at 11am said no, no lunch, open at 4. When I remarked that the restaurant’s web site was woefully inadequate, he said “The web site is a work in progress.”
Well, duh.
LIFE is a work in progress, yet alone a business or its web site. Is that any reason to handicap a potential client from becoming a customer? Why would not the first thing on that web site be who, where, when, and even what the business is?
Of course, no one can afford to blanket the earth with signs, ads, Facebook and Twitter,bag-stuffers and billboards. The wise shopkeeper balances the effort and money involved to choose her marketing strategies. Not being discover-able on the Internet is a major marketing flaw. Especially when the Internet is the biggest advertising bargain around.
Is your business similarly handicapping your next customer? When they get the urge to go looking for a lunch restaurant, or a place to go back-to-school shopping or to find that wonderful Halloween costume idea...will they be led to your business? Think about how customers look for businesses that will fulfill their immediate needs. Will they find you? Will they find the info and the impetus to visit you?
Business literature abounds in ideas to “keep” your business number one. Here’s what resalers had to say about that. And here’s even more ideas. But alas, I don’t see as much energy and imagination going in to attracting the never-been-in-before customer.
Choose your marketing tools wisely, considering not only your current clientele, but your potential audience. If it’s true that less than 15% 0f possible shoppers shop resale (and even fewer remember to shop secondhand first!) , what are you doing to tempt, lure and attract those who have never been in?
How do YOU turn “How long you been here?” into “I’m so glad I FOUND you!”?
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Auntie Kate The Resale Expert 