One small town retail issue is dealing with customers who compare your prices to the prices with other far-away locations. A smart way to head that off is to create comparisons between different products within your store.
Sometimes customers compare your price on a single item with that item in a different store or online. “I can get this for $5 less in Denver!” That can be a hard comparison to win, so it’s up to you to reframe the customers’ thinking.
Bruce D. Sanders writes the RIMtailing blog about shopper psychology. In “Tilt Toward In-Store Price Comparisons,” he suggested you set up comparisons of prices of different items inside your store. That way, you have a better chance of making the sale no matter what price point the customer settles on.
In my liquor store, I could post a little sign next to the Pendleton whiskey that says, “$2 less than Crown Royal!” In your gift shop, you might try telling customers who object to a price “These candles are also handmade, but cost $1 less than those.” Try to get customers comparing two items in front of them, rather than some other items somewhere else.
Bottom line: lead your customers to compare prices within your store.
What do you think? Would this work in your store?
- Downtown is your town’s core: How to make your case - February 22, 2021
- Zoom Towns: attracting and supporting remote workers in rural small towns - December 10, 2020
- In an economic crisis, spend your brainpower before your dollars - November 25, 2020
- Video: How to fill empty car dealership buildings for the holidays - November 6, 2020
- How has 2020 changed the challenges rural small towns face? Tell us here - October 20, 2020
- The Idea Friendly Method to surviving a business crisis - October 6, 2020
- Join me for the Rural Renewal Symposium online Oct 13 - September 26, 2020
- Cheap placemaking idea: instant murals - September 11, 2020
- Refilling the rural business pipeline - July 7, 2020
- Huge vacant buildings: grants to renovate? - June 9, 2020