Increasing Sales with Improved Displays

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Increasing Sales with Improved Displays
Customer Service Techniques

• Pam Rye
• Area Small Farm Specialist

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Marketing Mix (The 4 Ps)

• Product
• Variety, Quantity, Features
• Price
• Retail Price, Wholesale Price, Discounts
• Place
• Supply Chain, Logistics, Assortments, Locations
• Promotion
• Advertising, Personal Selling, Public Relations

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Composing an Attractive Display

• Foundation
• Signage
• Preservation of Produce
• Seasonal Interest
• Whimsical Touches

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Foundation
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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.

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Signage

• Label Products
• List Prices
• Offer Suggestions, entice
• Keep it Consistent!
• Use re-useable blackboard or plastic signs for
  prices

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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

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Produce That Can Be Iced

• ArtichokesAsparagusBeetsBroccoliCantaloupesCa
  rrotsCauliflowerEndiveGreen OnionsLeafy
  GreensRadishesSpinachSweet cornWatermelon

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Produce Damaged by Direct Contact w/ Ice

• StrawberriesBlueberriesRaspberriesTomatoesSqua
  shGreen BeansCucumbersGarlicOkraBulb
  onionsRomaine LettuceHerbs

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Seasonal Interest

• Masses of color or product are very effective at
  grabbing attention

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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.

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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

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Whimsical Touches
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Things to Know about Customers

• Customers rebel against
• Pressure
• Surveillance
• Lack of Trust
• Stupid Questions
• 20 of sales lost due to a Turn Off

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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

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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)
• Dont answer DEVIL QUESTIONS
• Give them reasons to buy instead

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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

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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

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It Takes the Whole Package

• Product
• Price
• Story

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Catch Them in Your Web

• Encourage people to use their senses
• If they touch it theyre 4 times as likely to buy
  it
• Pleasant sounds, tastes, etc, enticed to linger
• Demonstrations, recipes, etc

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Seeing is Believing

• Create Effective Displays
• The Zone
• the belt buckle to 6 above eyes
• Make it Bright
• Improve or enhance light

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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

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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

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Men, women, children

• Men side to side
• Women face to face
• Children Set limits w/o offending

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Energy Sells

• Project positive body language (aura)
• If you cant, 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.

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No, Nos

• Dont Sit
• Dont Read
• Dont Talk on the Phone
• Dont Open late or Close early
• Negative talk

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Practice Makes Perfect

• Practice salesmanship like it is a musical
  instrument
• Be willing to evolve
• Concentrate on what works have fun!

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• Pam Rye
• Area Small Farm Specialist
• 1030 Cumberland Heights Rd.
• Clarksville, TN 37040
• 931-648-5725
• Prye_at_utk.edu