What should I do about shoppers who never buy?
An entrepreneur asks FSB’s Anne Fisher how to deal with visitors to his store who stop by to chat buy don’t make any purchases in “Shedding non-buying customers?” Readers, do you have any advice on how to handle browsers like these? Is there any way to get them to purchase the merchandise? Post your thoughts here.
Comment
Email
RSS
DiggI agree with the others - just because they aren’t buying today doesn’t mean they never will. If you’re just standing around anyway — and there are no other customers — what’s the harm?
Maybe it’s just a matter of them being interested “in general” but you don’t have what they’re specifically looking for right now. Many shoppers of used materials will be persistent, checking and checking and checking until they finally see that “perfect” item.
Besides, having people inside makes the store look “busy” when a real buyer walks in. Much better than an empty ghost town.
If you really can’t stand them milling about, start a registry book, where you ask them what they are looking for. If/when you get something that might interest them, you can call or e-mail them. You could spin it positively by saying it will save them the time of stopping by until you have what they want. It’s kind of a low-tech version of how many shopping websites allow you to get an automatic e-mail notification whenever an out-of-stock item comes back in stock.
You need to charge an entrance fee of five dollars to everyone who wants to come in. This will discourage lurkers and browsers from entering your establishment. This will also give off the impression that your store is a professional and reliable place for people to make purchases.
The few people who stop coming in will not be a loss to your business. In fact, I believe that more people will want to come in. These people will say “if it costs five bukcs to come inside, they must have high quality products for me to purchase.”
Try it out for a month. I guarantee you that you will increase your sales by at least 25%. And if it doesn’t work, you would still have made a few bucks off of the people who paid to come in.
You can look at this as a negative or a positive. I think people coming into your store is always a positive. When they actually buy they will do it wholeheartedly and tell everyone about with word of mouth - the best marketing possible.
Lets reevaluate why they aren’t making a buying committment while they’re there. Think about it. They took the time, gas, and energy to get there. So something must not meet their needs. Are you selling features but not benefits? Is pricing out of whack with competitors? Or is the store owner seemingly put off by careful shoppers that take a few visits to make a purchase?
You should do what you like to do, tear down old buildings, and sort the inventory.
Hire someone who likes people and doesn’t find them irritating to take care of customer service.
You could greet the visitor and then say, “I’ll let you look around while I set up this display/item, etc.” Then, wander off and work on something to which you can devote your entire focus.
Don’t engage them at length if you know that they’re just in your shop to kill time. When they walk in, greet them as you would any customer.
You: “Well, hello there, Mr. Sampson! What can I do for you today?”
Customer: “Oh, just thought I’d stop in. Did you read in the paper …”
You: “Well, it’s nice to see you! We’ve got some new items on the front display shelf you might be interested in. If you have any questions about them let me know. Excuse me, another customer just walked in.”
Are these “time-waster’s” truly taking your time away from paying customers or critical orders? If so then let them know you’re busy working on “the next big thing”. If they’re not going to steal anything, let them browse!
If they’re just hanging around and so are you, make them your confidant: Let them know about your new projects and clients - they may turn out to be your biggest salespeople.
In contrast, throwing them out might just make them spread the word about your business is a more negative light…
Bennett
You’re the business, you ask the questions. You control the conversation. Salesmanship may be annoying to somebody who just wants to chat, but if I have somebody in my office, I’m going to work the sale until I’m blue in the face.
Features-
With its new Xterra line, 20 Degrees North is looking for its own piece of the lucrative athletic-shoe market. more -
A pastry distributor achieves business nirvana by ditching his biggest customer. more -
The Treasury says small companies will have a shot at procuring contracts, but history suggests big biz will be the big winner. more -
Starting in January, the new administration can expect to field many SOS calls from entrepreneurs. more
I completely agree with Cathy from Buffalo. Grin and bear it. These people, although they may not buy anything now, will know EXACTLY where to go when they need the special something. Better yet, they will know where to direct their friends and family members who may have a want or need for what you have to offer. By your friendliness, you are creating that warm, memorable experience that so many companies and businesses long for. Just remember to remain professional at all times and make sure the conversations don’t get out of hand. And make sure that those who come in to chat know that your paying customers coming into your store come first.
http://www.Bulldogbagcompany.com