“Geniuses are the luckiest of mortals because what they must do is the same as what they most want to do,” to quote to W. H. Auden. I assume that if you own a retail store, you chose the focus of your merchandising because of your passion for the product, so offering that line of merchandise to the world is what you most want to do. 

You had to know a lot about your products to get started, so now is the time to put that knowledge to use in your sales and marketing plans. Whether you are selling baseball cards or fine wine, you can increase your sales by letting your customers know that you are the “go-to” expert on the topic in your market. 

Apple has elevated the idea of being the “go-to” expert to the highest level with their Genius Bars. When you go to see an Apple Genius, you usually make an appointment in advance. You know that there will not be a sales pitch involved, and that you will have a chance to ask whatever question you may have about a Mac product.  The genius position is highly coveted among Apple staffers, and the young employees who serve as geniuses really know their stuff. 

 How can you and your employees offer a similar service for your customers?  Try to know everything there is to know about the products you sell, and make it clear to shoppers that you welcome questions both before and after the sale is made.  If you don’t know the answer to a question, follow up after you’ve had time to research it.  Have business cards made for your staff so that they can tell a customer, "if you have any questions, give me a call."

 You can also offer your expertise outside the store, presenting programs at no charge to community groups.  When we do this (on topics ranging from Christmas decorating to kitchen gadgets), we always take along store coupons and a small gift for those who attend.  Some of our most popular talks are to school groups about retailing – a subject on which every successful shopkeeper can be considered an expert.  It’s time to share your genius, and passion, with the world!

 

Happy Retailing,

Carol “Orange” Schroeder