2 of 23

Write now Article Tools

Righto! Christmas is over and done with and the business still needs an income!

Shoppers are going to be a little harder to lure this year with the current economic conditions so the wise business owner will force the buyers to forget their situation.

Customers need to be led to your goods by sparking their interest in this new year rather than dwelling on the one that has just left.

It is wisest to remove the Christmas decor as fast as possible and focus your atmosphere on the next celebration, the current school year or new promotions. Once in your store customers do not need to be reminded they have already overspent on Christmas. What they need is something new to prompt their buying.

Styles of buying generally change during recessions. The lay-by system makes a big comeback and the instant credit purchases slow down.

The lay-by system can be promoted with fringe benefits such as an extra discount if items are collected prior to the due date. Make the process an easy one. No complicated forms or restrictions, simplicity rules!

Spruce up your Lay-by area, make it inviting and special. Reward the staff for remaining cheerful throughout the long days as this will add to the customers experience. Happy customers return, the unhappy one won't.

Focusing on the fact that the customers can still have those desired items even though they don't have the money immediately is a good way to ensure the sales still happen and your business still thrives when others fail. Money on the books is still money!

Those 10% deposits will mount and with regular payments either made personally or direct debited an ongoing income is virtually guaranteed.

One of the next focal points in the sales year is Valentines Day. Encouraging people to lay-by now gives them good time to instalment pay expensive trinkets for their special loved one.

Overdoing the decor might have the opposite effect, carefully and strategically placed reminders often work better than loud obtrusive banners.

Most retail outlets will find some stock that suits each occasion, and customers sometimes only need to be made aware that these items are suitable for gifting. Even a food outlet can supply platters for special occasions pre-ordered!

Anything you supply pre-ordered is also prepaid! That is a cash flow that helps keep your business going.

Sales will be abundant and might not return the usual targets though with overstocked items it is a good way to clean them out. Try to avoid bringing in stock just purely for a sale at this time. Focus instead on gathering a new customer base from the once credit users who will one day come back to using their lines of credit. Bringing them in on the lay-by system and holding them for the future because of good service and special treatment builds a solid surviving business.

Tough times need tougher measures to survive, putting the customers needs first may seem hard to do but it is ultimately the most important thing any business can do, ever. Encourage people to spend but guide them to spent carefully too. Lay-bying a thousand dollars worth when they can only afford a hundred dollars worth is pointless as they won't be able to pay it off in time.

On the other hand if they can afford such a lay-by don't discourage them; don't make the rules unbreakable. Allow for a managers discretion limit for those wishing a higher purchase. Again make it an easy everybody smiling procedure.

Happy customers equal happy businesses; Happy New Year!

Learn more about this author, D K Mitchell.
Click here to send this author comments or questions.

Add your voice

Know something about How retailers can overcome the post-holiday rut?
We want to hear your view. Write now!