It's hot outside but do your customers have cold feet

The Last Three Feet

Today's well-informed customers need special attention when it comes to closing a sale says Glynn Lavender.

In financially uncertain times, whether real or media driven, it can be a lot trickier to entice a customer to make a purchasing decision on the spot.

They have more than likely done a lot of research before coming into your store to decide between the cameras they have narrowed down to a short list.

Part of that research will have been price comparisons between stores and brands and, most likely, they have a lot of facts and figures but are no clearer in making that buying decision.

With this mindset, unless under time pressure, it can start to become a decision of 'spend or not spend now' for your customer rather than which camera they should purchase.

Customers today need to be given compelling reasons to buy there and then.

The products we sell are not exclusive to us, there is always someone prepared to sell the product cheaper than we are able to and customers generally know this. So how are you going to compel your customer to spend their money then and there?

Firstly, get the camera in their hand with batteries in and a memory card so they start to imagine themselves owning the product. Once they start to imagine ownership you are starting to win the battle.

Second, assure them that you have the camera in stock and they can take it with them TODAY! Sure online can be cheaper, but you have to WAIT!

Thirdly, mention your store?s special offers with purchase DURING the sale not when/if they make a buying decision. If your store offers free prints or enlargements (or other freebies) with a purchase then make sure the customer knows this early on. Make sure you explain to them how valuable this is to them.

Lastly, start talking about the great accessories you have IN STOCK that can enhance their purchase and give them a more complete purchasing experience. Everyone loves opening lots of packages so give them the opportunity to buy.

If your customers look like they are getting cold feet and may be heading down the 'not spend now' path re-affirm all your benefits.

You have stock they can take today, you can provide them with everything they need to get started, you have great return offers and they are encouraged to come back with any questions they may have.

Ask them if these sound like good reasons to buy and if they say maybe or nothen ask what can you clarify for them. If they say yes - ask for the sale!

Glynn Lavender has been involved in the speciality photo retail market for 28 years. Contact Glynn at glynn@mackcam.com