How do buyers and sellers, cleaner-outers and accumulators, choose a resale shop to deal with? And what makes them decide to continue consigning at your shop, donating to your thrift store, buying and selling in your resale shop?
They choose the shop which seems to be the best, based on what they see/ hear/ feel. And almost all of those messages, images, impressions they gather…all of which come directly from YOU.
It’s so easy to put forth the information that will make your shop stand head-and-shoulders above any other choices your audience could make.
You’re gonna KICK yourself when you realize how simple this is.
All you have to do is TELL them how very special your business is, and how it’ll give them something they won’t find elsewhere. And make them so amazed that they will tell everyone they can, so pleased that they become a vocal advocate of your shop.
There’s a thrift operation I know which spends over $15,000 a year testing children’s gear and clothing for lead to abide by CPSIA regulations. Every single thing on their sales floor is safe. They do this because they believe in safety for children and because they have dealt with the tragic results of lead poisoning.
Isn’t that incredible?
Never will an unknowing clerk sell, nor an unware parent buy, something with a dangerous lead level in it from them. Wow, what word of mouth THAT is. Especially because this charity-run business is competing against larger stores with more name recognition…and especially because their competitors do NOT test their goods for lead. That is SO special, don’t you think? Wouldn’t YOU feel good about shopping there, tell your friends about how special that charity and its shops are? I would, I did, I do.
Problem is, they don’t see themselves as special. So they don’t tell people. So no one knows they are special.
Think about how special your business is. Then think about how, where, and when you will let the world know.
Think your business is just like every other resale shop in town? Guess what. It could be, and that makes absolutely zero difference in the importance and effectiveness of telling people how special you are. How about making something you provide…or don’t require… truly special in their minds? “No account start-up fee.” You say that’s not special, that’s true of all your competitors? Well, your potential suppliers don’t know that, do they? Will it make a difference that you told them? Yes. Your shop will stand out as special.
What are some things your shop does that your customers may not know about?
It may not seem to you that your shop is special. Or it may seem that your customers know everything about your shop. Or it may seem like bragging if you mention how absolutely wonderful your business is. But it works, and it’s so simple, and so cost-effective, that you’ll want to start jotting down what is so special about you right now.
Some examples to get you thinking. Names changed so I don’t make these smart marketeers blush:
This shop didn’t just ask me to join their mailing list. They told me how special they are…and how special they will consider:
As a valued MyShop Privileges member, you aren’t just another name on a list.
You are an insider with a VIP pass to a world of membership benefits.Special Offers – Get discounts on the latest fashions, take advantage of seasonal promotions, and more.
Preview – Be the first to view new collections and get advance notice of private sales.
Valuable Tips – Learn ways to care for your items, so they always look and feel their best.
A childrenswear resale franchise goes even further:
Want To Save Even More? Join The Club! All these are yours FREE when you join:
After Joining, Check Your Email For The $5 Offer!
Please fill out the brief form below to start saving money! The rewards will start arriving before you know it!
Now chances are, you do a lot of the same things those two businesses do…but you need to tell them! Show them just how special you are, and how special they will be treated by you. It’s simply promoting “benefits” that you (and I) consider commonplace…but the way you present them, the way you word them, makes the consumer of your services feel special:
A seasonal sale site mentions that your goods are displayed on “crystal clear hangers” with “department store grade tagging tails.”
A gift shop promotes their GIFT FULFILLMENT SERVICE: Use MyShop for all your gift giving needs. Bring us your list and let us help you find the perfect gift for any occasion. Gift wrapping is included.
Auntie Kate The Resale Expert 
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