By Andrew Seese
Your small business can’t look empty. If your parking lot is empty, it appears like almost nobody is purchasing from you. Do you like to go to restaurants with an empty parking lot? Most do not. At least park your car in front of your retail store. If you have a large parking lot, and other merchants local to you, offer to let the staff of the other small businesses park in front of your store.
Lighting in your local retail store or small business. Natural full spectrum lighting makes the colors in your business stand out. Your displays will stand out much better. It’s also easier on the eyes.
Have music in your business. Make it loud enough to pick up, but not loud enough to interfere with any conversations. Popular music is fine, easy listening is good. A store or other business without music appears dull ands static. Pretty unappetizing.
Maintain an air purifier running. Stale smells are a big turnoff. Make sure any trash cans are empty of anything that could smell. There is no need to spend big money here. A small air cleaner in your show area will do.
If you run a retail store. Please do not smoke in the business. Please don’t chew tobacco. I know it is your store. But smoking is nauseating to the nostrils of about 80% of the population. Watching you spit your tobacco in a cup is about as interesting as…well, spitting in a cup. If you want to absolutely turn off over half of your shoppers, smoking or chewing tobacco at your business should do the trick.
A small retail business or other small business is no place for your beloved shedding pet. Kitties and dogs have an odor, no matter how much you care for them. Some people are afraid of most dogs. If you have a pet at your workplace, you are losing profits, I assure you.
Your local retail store is no place to demonstrate your political loyalties. If you have signs up that are political (either Democrat or Republican), you will irritate half the buyers who come in your small business. Unless you advertise political hats and jewelry, keep it to yourself. Even political bumper stickers will lose you profits.
An OPEN sign is desirable for most stores. Using a lighted OPEN sign looks like you are equipped for commerce. If you don’t have a lighted sign, some individuals will just assume you are closed.
Keep your retail store tidy and clean. If consumers track mud into your business, vacuum it up after it dries. If a buyer creates a mess, and the following purchaser sees it, they will think you made that mess, and just don’t care.
If you let people use your bathrooms, make sure they are clean, and have a lot of soap and toilet tissue. Employ an air freshener after every use. If you never let consumers use your facilities, still spay an air freshener after every use.
Any time you own displays in your small business that people walking by may see, ensure they are lighted at night. It supports safety, and after you are closed, shoppers will still look in your windows. Make sure what they see is appealing.
These lessons aren’t about how to advertise in the traditional way. However ignoring these thoughts will lose you business, no matter how well you promote your small retail business.
Small Business Marketing and Local Advertising expert Claude Whitacre is author of the book The Unfair Advantage Small Business Advertising Manual. You can purchase the book for $19.95 at http://www.claudewhitacre.com You can also download your Free copy of the complete book at http://www.local-small-business-advertising-marketing-book.com
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