Dear Uncle Marty,
What are some alternative services I can offer in my store to bring in business?
Looking for something new,
Inquisitive Ingrid
Dear Ingrid,
I like how you phrased your question: “…services I can offer in my store to bring in business.” You’re thinking not just about new profit centers, but also things that are going to attract traffic. And that’s key.
We all know that a customer through the door can then be educated about what you’re really good at. Just by being in your store, they’re exposed to your true profit centers: packing, shipping, printing, freight, etc. But what brings them in? Sometimes they’re not initially seeking one of your core goods or services.
Sometimes a customer will come in because they need a fringe service, like a notary. (Now, I know notaries in some states for some stores are truly a profit center, but in many states like New York where the fee is only $2.00 they’re simply an attracter to bring in traffic.) Often, a notary customer will then turn into a printing, scanning, and overnight shipping customer.
At my store, I get a lot of traffic because I duplicate keys. I’ve become known for it, and that little key machine turns out more per square foot than most other areas! But that’s because I push keys, and I’ve created a good reputation for them in my town. I’ll never pay the rent on key duplication alone, but the customers that they bring in then start using me for serious profit centers.
I also get a lot of traffic because I recycle clean and dry packing materials and boxes. I reuse some, but then commit to making sure what I can’t reuse actually gets recycled. That draw a lot of people in, and they leave educated—my brochure in hand—about what else I can do for them.
The term “printing” is often too general for people to realize its full scope. Sometimes you have to spell it out in your message: “We print business cards.” Or, “We print wedding invitations.” Or, “We print vinyl outdoor banners.” Or, “We print trade show materials.” The possibilities are endless!
So think about something new, yet business center appropriate, that’s needed in your area: keys, gift wrapping, passport photos, photo printing, graphic design, proofreading service, laminating, custom box building, local souvenirs and postcards, unique greeting cards, gift bags and tissue, school supplies, concierge service, label making, business card printing, banner printing, binding, book binding, shredding, package receiving, packing material recycling, etc.
And remember, even if a person is just dropping off mail or a prepaid package, never ever let them leave without at least offering them a brochure. Your best opportunity to market your profit centers is a warm body in front of you, already experiencing your wonderful store.
You’ll hook ’em soon,
Marty
#AskUncleMarty
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For more on Marty, please visit unclemartysoffice.com.
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The original version of this Ask Uncle Marty letter was published in MBC Today Volume 19, Issue 1 (January/February 2017).
Source: AMBC Blog