You know why you need to teach classes in your store. Here are the six steps you take to create a class that draws traffic, builds excitement, gains you followers, sets you up as the expert, and makes people want to buy from you.
- Determine which product(s) you sell that takes the longest to explain or takes the most trips before the customer pulls the trigger. These are the items to build your class around because these are the items that require an expert. The more questions a customer asks about a product, the more likely you’ll find people wanting to attend a class to learn more.
- Write down all the questions a customer typically asks about the product. Then add in two more questions you think they should be asking. This will become the outline of your presentation. (You can brainstorm this list with your sales staff.)
- List all the benefits of the products (remember, a feature is what the product does, a benefit is why that helps the user).
- List all the downsides of the product. Everything has a downside. If you don’t tell your customer up front, she will think you’re hiding something. Being honest about the downsides wins you trust.
- Get the customer to visualize using the product in her home or in her life. Ask questions like, “How would you use this?” Where would you use this?” “Do you see yourself using this?” “How would this affect your life right now?” This moves the customer from being in analytical mode to being in ownership mode. We only do in real life what we have already visualized in our minds. Get your customer to visualize owning the product and you will be more likely to win the sale.
- List all the reasons why someone should buy this product from you. If you offer services like layaway or financing or delivery or assembly, this is when you share that information. If you truly have answered all the most important questions including the ones they forgot to ask, and you have helped them visualize owning and using the product, then you have their permission to sell them. Just remember that you aren’t selling a product, you are selling a solution.
That’s the class. It is no different than selling to one person while a bunch of other people sit in and listen. You can decorate with comfortable seating, snacks & prizes (ask your vendors for giveaways), cool signs, etc. Just make sure you follow the steps above so that you offer a true benefit to your customers. They’ll thank you for the effort with their pocketbooks.
PS Don’t worry about attendance. You might get 30 people, you might get 3. Make them feel special. Go above and beyond what they expect. Not only will you get the sale, you’ll get the referral, which is often a more powerful sales tool than the class, itself.
PPS Just a reminder that it doesn’t have to be that expensive to advertise. Social media, email, your website, some in-store signage, and a few online community calendars will draw a crowd. Make it worth their while and they’ll help you draw the next crowd.