Make Signs
You can’t rely solely on what you tell customers to convey everything they need to know about a product’s features and benefits. This is why good signage is important.
- Some customers prefer to shop without a salesperson interrupting or constantly looking over their shoulders. Signs help tell these customers what you might otherwise tell them in person.
- Customer traffic often comes in spurts. Good signage can help explain features, benefits and price to one customer while you are tied up with others.
Even though you may verbally explain a product’s features and benefits, customers will not be able to commit everything you say to memory. Just as textbooks, videos and CD-ROMs help students better memorize important course material, good signage helps improve comprehension and retention of product features and benefits.
Some products, such as t-shirts and coffee mugs, need little more in signage than a clearly marked price tag. On the other hand, big-ticket items such as BCs, regulators and dive computers clearly benefit from signage that explains:
- Make and model.
- Key features and benefits.
- Manufacturer’s suggested retail.
- Your store’s selling price, if less than MSRP.
In some instances, it’s helpful if your signage also lists the colors and sizes available.
The good news is, it has never been easier for dive stores to generate professional quality signage. Inexpensive ink jet printers, photo-quality paper and software such as Microsoft Publisher or Adobe Pagemaker help make creating quality signage easy.
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