How Do You Create Floor Traffic In Your Store?
In the Motorsport and Marine Business, consumers want and need to touch and feel what they are contemplating on buying. Despite our concerns over internet shopping and how it will hurt retail sales at the store level, floor traffic is still your best opportunity for making sales. So how do you create more floor traffic in your store?
I have found in my own consulting business that the most effective method of securing clients is by allowing them to touch and feel the type of reporting they will get from Lifeline Business Solutions. Simply writing articles for a newsletter and inviting owners to review my web site is not enough. However, give them the chance to share my computer screen while on the phone has proven invaluable, because owners get to see exactly how a Financial Performance Analysis and a Business Plan will benefit their business and increase profits.
The trick of course is how to get potential clients to spend some time on line with me. In your case, how do you get more people to visit your dealership? I am sure you will agree that given the chance to talk directly with potential customers inevitably results in more sales. You know how to close sales, but you need to create the floor traffic before that can happen.
You need a hook that will create the desire for consumers to want to pay you a visit. Your niche or hook will probably be very different than your manufacturers and suppliers. The focus for a manufacturer is to create an affinity to their product through branding. They want to build a connection with the consumer to their products so when people think of a motorcycle, ATV or boat they will automatically think of their brand. You want to do the same, but for your dealership.
In my opinion a dealer’s hook resides in the quality of their advertising. Thinking of myself as an average consumer, seeing an advertisement for specific models on sale just doesn’t do it for me. I need to know why I should get in my car and spend some of my valuable time at your dealership.
Affordability: One very effective way to create floor traffic is by advertising affordability. By demonstrating affordability through your retail finance program you can attract customers that may otherwise think they are not in a buying position. Advertising payments per month, rate buy downs or payment deferrals puts your products within the grasp of more consumers. Some businesses go as far as breaking payments down into weekly instalments. If we see that it will only cost $50 a week to ride that brand new unit, then why not take a trip down to the dealership and check it out.
Events: If you are just receiving new models for the coming season, advertise an event. Simply telling consumers that the new models have arrived is not enough. Create an event that gives people a reason to come to your store. “Come join us for coffee and donuts while we present the features and benefits of our brand new models. Demonstrations will be every hour on the hour”. You can tie giveaways or coupon discounts to their attendance.
Discount Days: Woolco was hugely successful advertising their Monday $1.99 days. I know I am dating myself here, but you don’t have to advertise price to give people the incentive to visit your store. If they think there is a bargain to be had they will want to check it out. You rarely can win by advertising price because there is always someone who will undersell you.
Training: Creating and advertising special training sessions for unit repairs or riding techniques for example, are a great incentive to visit your store and create customer loyalty.
These are just a few ideas of how effective advertising can draw customers to your store. Weekly advertising of models and prices in your local media is not a sure fired way to create floor traffic. When preparing your next advertising campaign, keep the follow points at the forefront.
- Create a need to visit your store
- Be unique
- Advertise affordability not price
- Advertise special events
- Offer the consumer value for their time like service training or demonstrations
Advertising is not selling! Use your advertising to draw consumers to your dealership, because the selling process doesn’t start until the consumer walks in your door.
If you want to see how creating floor traffic works, contact me for an on line demonstration. You may not think you need financial consulting, or can’t afford it, but I guarantee once you see and touch what the process can offer you and your business, you will want to know more. My offer to you is for a few minutes of your time you will realize the opportunity to significantly increase your profitability.
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