Did you know that mass market stores spend most of their marketing dollars on inside-the-store promotions, aka merchandising?

That said, merchandising actually starts outside the store. The store sign, lighting, parking, window displays, sandwich boards, entryway, posters, and such contribute to the feeling the prospective customer gets to either come in to shop or walk/drive by.

In my previous article, I began to talk about the two ways to grow a business:

• create new customers

• sell more to your current customer base

 To grow further, I recommend you first establish an emotional connection among the people who work in the business.

 The emotional tone of your business—the sales floor ‘vibe’—is determined by the connection the owner, management, and team share. 

There are only two ways to increase sales:

• Attract more customers.

• Sell more to your current customer base.

Simple to say! Harder to remember.