Increasing Sales with Improved Displays & Customer Service Techniques Pam Rye Area Small Farm Specialist
Marketing Mix (The 4 P’s) • Product • Variety, Quantity, Features… • Price • Retail Price, Wholesale Price, Discounts… • Place • Supply Chain, Logistics, Assortments, Locations… • Promotion • Advertising, Personal Selling, Public Relations…
Composing an Attractive Display • Foundation • Signage • Preservation of Produce • Seasonal Interest • Whimsical Touches
Signage • Allows you to stand out in crowded farmers market. • Simple & inexpensive • How to attach?: • Use large clamp on each side of table and wood scraps with braces to stabilize the sign.
Signage • Label Products • List Prices • Offer Suggestions, entice • Keep it Consistent! • Use re-useable blackboard or plastic signs for prices
Preserving Your Produce • Higher quality = longer life • Shade, shade, shade • Keep delicate fruits, perishable items on ice or in coolers • In transit • On display if possible • Flowers in fresh water at all times
Produce That Can Be Iced • ArtichokesAsparagusBeetsBroccoliCantaloupesCarrotsCauliflowerEndiveGreen OnionsLeafy GreensRadishesSpinachSweet cornWatermelon
Produce Damaged by Direct Contact w/ Ice • StrawberriesBlueberriesRaspberriesTomatoesSquashGreen BeansCucumbersGarlicOkraBulb onionsRomaine LettuceHerbs
Seasonal Interest Masses of color or product are very effective at grabbing attention
Seasonal Display • Change colors and hues to reflect the season. • Blues & yellows in summer. Lavender and sage in spring. Fall use golds, oranges, reds, earthy colors. • Keep storage items and trash in truck to avoid clutter, etc.
A Bit of Whimsy • Add whimsical touches that are also functional • wagons, decorative baskets, cute and also help transfer items from truck and use in the display • Attention getters • Windchimes • Fresh flowers • Relaxing music • Water feature
Things to Know about Customers • Customers rebel against • Pressure • Surveillance • Lack of Trust • Stupid Questions • 20% of sales lost due to a “Turn Off”
Timing • Learn the flow of the sale • 1. Advance • Greet quickly with meaningful dialogue • 2. Retreat • Be patient, Wait for the sale (“permission”) **Stay busy, but attentive**
Meaningful Dialogue • Learn the power of YES and YOU • Remove the Negative • Avoid questions that get negative answers • Avoid “HAVE TO”, “NEED TO”, (even on signs) • Don’t answer DEVIL QUESTIONS • Give them reasons to buy instead
Meaningful Dialogue • Learn ‘One Liners’ to shut them up or close a sale • Take compliments! • Tell them what you want: Them to tell other people
Meaningful Dialogue • Once you have “permission” CRANK UP THE VOLUME”, b/c Everyone is listening • NEVER say “thank you” until you get the $$$ • Say you appreciate it and why, but not “thanks”
It Takes the Whole Package • Product • Price • Story
Catch Them in Your Web • Encourage people to use their senses • If they touch it they’re 4 times as likely to buy it • Pleasant sounds, tastes, etc, enticed to linger • Demonstrations, recipes, etc
Seeing is Believing • Create Effective Displays • The Zone • the belt buckle to 6” above eyes • Make it Bright • Improve or enhance light
The Story • Take an active role in the sales process • Learn to talk about your products and articulate their benefits • Features about the product • Benefits on how it improves/enhances their lives • Helps to up-sale or get a 2nd sale • Project energy and enthusiasm about your work or business
Respect & Patience • Make and maintain eye contact • Believable, sincere, and the head nod • Treat your customers as individuals • Be patient and help them make up their minds
Men, women, & children • Men: side to side • Women: face to face • Children: Set limits w/o offending
Energy Sells • Project positive body language (aura) • If you can’t, hire someone who can! • Use your hands in the selling process • Avoid the Change Rattler Syndrome • Sellers: take it out of the pockets • Buyers: give them something to do, eat, etc.
No, No’s • Don’t Sit • Don’t Read • Don’t Talk on the Phone • Don’t Open late or Close early • Negative talk
Practice Makes Perfect • Practice salesmanship like it is a musical instrument • Be willing to evolve • Concentrate on what works & have fun!
Pam Rye Area Small Farm Specialist 1030 Cumberland Heights Rd. Clarksville, TN 37040 931-648-5725 Prye@utk.edu