Silent Selling – It’s Louder than You Think
When someone walks into your tasting room, everything within the room is a reflection of your brand which your guests are subconsciously sold on. This is called Silent Selling and includes everything from design, merchandising, collateral, to signage, and other items that encourage guests to purchase products. It’s more than pretty displays; it’s a subconscious emotional trigger to buy.
Silent selling at its best can transform a shopper into a buyer. It can increase the average dollar amount per sale. Effective silent selling encourages shoppers to buy through the use of multiple basic and accessory items that enhance and extend the use of their purchases through a ‘story’ that sells the concept and product.
How does your tasting room silently sell?
- Traffic Flow – map your guest experience from the moment they arrive, through all the steps of their visit until they walk out the door. Ensure every moment is an optimal one.
- Merchandise Selection – Make sure that all items are appropriate for your brand and space – always be reinforcing the brand story – and buy multiple pieces that tie together in your tasting room.
- Signage – Signs can help tell/sell your display stories along with making it easy for customers to see pricing on key items, get more information, etc., but don’t overdo it.
- Ambiance – Keep the five senses in mind when laying out your store. From music to color, the most important thing to consider for each display you create is determining what the “story” you are telling, then promote up-sells and cross sells.
Not understanding how the consumer shops, you could well fail to maximize the sales per square foot in your shop. Going the extra distance with the display and merchandising of products throughout your tasting room can not only impact immediate sales but can also help you create an identity and ambiance that work to build a loyal customer base. Remember your tasting room is the mirror, the flagship for the entire brand as a whole!