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Small Business Marketing for Dummies Second Edition by Barbara Findlay Schenck_5

Tham khảo tài liệu 'small business marketing for dummies second edition by barbara findlay schenck_5', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Chapter 6 Projecting the Right Image 81 What it s ike to be a customer in ụour business Take some time to role-play following the path that customers take through your business 1 Stop where they stop. Stand in an inconspicuous spot and watch what people do when they enter your business. How long do they wait until someone greets them Do they look around for a clue regarding what to do next If you re a retailer do they see a bottleneck at the cash register as their first impression If so how often do they make a U-turn and leave before they get all the way into your shop Shop like they shop. Study what it s like to purchase your product. Note the impressions you make as customers encounter your business at different phases. Where do points of concern or resistance arise How can you alleviate obstacles that hinder the decision to buy or the ability to enjoy dealing with your business If you have a service business and customers want to know how your charges add up be ready with answers. Create a brochure or handout describing your services and fee structure. If they want to touch the merchandise build appropriate displays. If they need to try before they buy offer samples fitting rooms before-and-after photos or other ways to experience your product. If they want to browse display products at eye level and give them room to stop and shop realizing that narrow aisles and tight spaces drive people especially women right out the door. Wait where they wait and for as long. Test your customer service from a customer s viewpoint. Look at how they react to the way they are treated by your business. Have you provided chairs in areas where they end up waiting In areas where customers pause have you placed displays that move them toward buying decisions If spouses children or friends accompany customers have you created entertainment areas and appropriate diversions If their visits consistently last longer than an hour do you provide .