Education

The Invention of the Wheel for Improving Sales

May 5, 2002 | By: deaneparkes

I guarantee if you add this wheely great idea to your promotional activities you will notice:

• Improved sales
• Improved relationships with your customers
• Improved relationship with your community
• Become recognized as a resource center for wellness information
• Make some of your top suppliers very happy
• Create friendships with industry experts.

So what is this magical idea: Put wheels on the shelving units so they can easily be moved to make room for chairs to be set up for an INSTORE LECTURE. Yes it will take some effort however once done you will realize it was well worthwhile.

Working with two great lecturers, Lorna and Brad, I have seen the power of this idea in action. [I do not know what store first thought of this but kudos to you].

Recently I was at a store in Toronto area where they did this. It was a small store yet after moving the shelving we had 105 people jammed in. Over 90 seats fit in and other people stood. Not one person complained about standing. The energy in the store was amazing and watching customers interact with each other and share experiences before the talk is really fun.

The immediate impact on the people who came was seen through the sales after the talk. Stores that have done this for years have become known for bringing in top speakers and people look forward to the talks. They become part of the extra benefit to a customer. I feel this creates a strong long lasting impression and over time builds the entire business.

Another approach some stores do is to have an area already created for lectures or rent a room close by their store.

Things to do to make the event rock:

• Work with a supplier/spokesperson you really like.
• Allow a 3-week lead-time to start promoting the event.
• Have posters & handouts well in advance.
• Work with supplier or on your own to get good media coverage.
• Notify your mailing list and email list. [I trust you all have these by now].
• Run an ad. Sometimes if media is big this is not needed.
• Have staff really talk up the event. ENTHUSIASM.
• If room is small and you have a well-known speaker have people pre register. Some stores ask for a $10 deposit that is returned when the person shows up.
• Remember you are the host and the people coming are guests for the evening. Have a greeter at the door to welcome everyone with a big energetic smile.
• Have sampling, free info, gift draws, etc ready in advance. Your suppliers often are very helpful with these things.
• Make sure EVERYONE who shows up fills in a form with his or her name, address and email address. Generally having a draw gets this done.
• Treat the speaker well. Make sure everything is ready when they arrive – screen, table, water, stool, etc. Giving a 2-hour lecture takes a lot of energy so make it easy for them. Remember some speakers get nervous so if they seem a little distant before the talk it is often due to focus on their talk.
• Thank every person as they leave for coming out.

There is only one downside to this idea: Remember key spokespeople are only one person. They cannot be in all places at once. Managing their time is always a tough thing as every store would like to have them. Your suppliers do their best to juggle the schedules.

So build it and they will come – Lorna, Brad, Sam, Udo, Rosemarie, Franco, Gaetano, Sherry, Karlene, Brenda and all the other great spokespeople, plus your local ND’s, RNC’s, beauty experts, fitness experts, organic experts, natural chefs and anyone else who has a wonderful message to give to your valued customers.

The person who invented the wheel was really a marketing genius.