Top Selling Tips
Above: L’Amant Lingerie Boutique.
“Why might a customer not choose your product? What is the underlying reason behind a lost sale?”
by Joy Menon, founder of Merchandising Eye.
Whether it’s on a retail or wholesale level, there are obviously countless reasons and various angles to consider, including price point, consumer demand or overall branding.
However, did you know that the main reason might actually be quite simple and even simpler to address?
The answer is lack of clarity.
Your customer is unclear about your product, how to use it and how it can benefit them. This lack of clarity can sabotage your sales at tradeshows, on websites, social media outlets and even retail stores. Below are three ways to educate your customer, so they feel the same passion and awareness that you do about your product.
3 Ways to Create Clarity
Using video is a great way to engage your customer, highlighting your product’s design, features and benefits, along with frequently asked questions and even how that particular product differs from another. Done professionally, it can be a great tool to include at your tradeshow booth, website and retail store. A great attention grabber, a short video clip can quickly educate your customer and clear up any doubts that might create hesitation to purchase. Another positive point is that it can provide a human connection, a personal touch, while connecting with your followers; something that text cannot always achieve.
Above: section of a much larger infographic on Lingerie in the Early 20th Century.
Become creative with your information graphics, by educating your customer about a particular collection or piece, industry trends and even statistics. The possibilities are endless. Incorporate these graphics in your website, tradeshow visuals and social media outlets. You only have seconds to capture your customer’s attention and quality over quantity is key, so make sure it counts. Clarity generates trust and thus prevents missed opportunities.
Above: Layneau recently collaborated with Eucalan lingerie wash to showcase how lingerie lovers can wash and care for their luxury items. Designer Kaaren Bedi says, “When I hand wash my pieces I love using Eucalan — it is very mild and doesn’t require rinsing. Following the directions I use warm water and just enough Eucalan in the basin. I let it soak for 10-15 minutes and gently press out excess water.”
Step by step tutorials on how to use, merchandise, style or even how to care for your product are great ways to inform your customer, while developing both clarity and trust. Accompany the tutorials with powerful, professional, clear imagery and they can be incorporated into a card, presentation, booklet or graphic. The power of strong visuals is amazing; a picture is indeed worth a thousand words.
More Merchandising Advice.
The key point to remember is to never assume that your customer knows the ins and outs of your product or its value. Educating your customer and showing passion towards your product can tip the scale in your favor. Confusion will always result in lost sales; therefore, make sure your message is simple and clear. Communication equals clarity and clarity develops into trust, which translates into sales.
We hope these tips have been helpful and we would love to hear from you.
Thinking like a consumer, what prevents you from buying? As a business owner, are there any additional tools not listed above you currently use to create clarity?
Let us know your thoughts in the comments below.