The 4-Step Program

Signage and merchandising can make or break a retail presentation. It’s a high stakes game—but it doesn’t have to be high pressure endeavor. Ian Baldwin, a nationally-recognized green-industry consultant (and contributing editor for Garden Center), recommends organizing signage needs into four levels, each represented by a question in the customer’s mind.
 

Where is it?
Where are your …?

• Always answered by large signs, highlighting well-known products.
• Emerging customers respond better to words or phrases that relate to their lives.

What am I
looking at?

• Replaces an employee’s verbal product knowledge.
• Factual, but not exactly emotional.

What Will It Do For Me?
(Close The Sale!)

• Connects-the-dots for consumers.
• Uses emotional, descriptive words.

Surprise me! Inspire me!
Tempt me!

• Introduces previously unheard of products (or new uses for existing products).
• Frequently uses humor and whimsy.

For more information on Ian Baldwin’s customer service and staff training strategies, visit www.ianbaldwin.com.