Is Attractive Selling Enough for the Marketing?
I’m going to be brutally honest here – no one is going to buy anything from you (with the exception of sympathetic friends and family) unless what you’re offering is actually attractive enough to buy.
Your shop must be selling something that not only potential customers want to buy, but also that they’re motivated enough to buy from you either now, or as a worst case scenario, in the not too distant future.
For example, I believe one of the most difficult retail businesses to run is a gift shop, and here’s why. Our seaside town is surrounded by beautiful, historic towns that each summer welcome coach- and carloads of visitors. During these busy times every one of the small, colourful, interesting gift shops is packed full of people of all ages browsing their wares.
But that’s the problem they’re browsers, not buyers. Sure they all admire the fine glassware, the innovative kitchen gadgets, the beautiful paintings, the lovely bespoke furniture. But do they buy? Not on your life. A few do of course, but not enough to make any worthwhile contribution to the poor shop owner’s profits.
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