Build up your sales counter

pvanv ELEME:,Jr in the sales counter -tlcan be a tool of mass persuasion or an instrument of sales prevention. Whether customers feel like welcome guests or troublesome pests depends upon how well these elements are engineered.

First, understand that everything matters. From the broken caster on the display to the empty toilet paper dispenser, customers unconsciously grade your company on a mental scale that weighs their expectations against the service that you actually deliver. The performance of most dealers falls sadly short of customers' expectations.

No one sets out to make a poor impression. A newly launched sales counter, well organized with productfilled shelves and walls, underscored by the smell of fresh paint, is something to behold. Bur then the phone nngs and customers are waiting and it just happens over time-dust gathers, signs fade, and paint peels. It occurs gradually, but the impact is immediate. Customers believe that you no longer care as much you once did. That's when it's time to stand back and take a look at what the counter has become. This article will helo vou transform an aging sales counter into a tool of mass persuasion.

While most of the suggestions will seem familiar and easy, it's their simple nature that makes them so often overlooked or deemed unimportant. To recognize just how critical these elements are to major players in the construction industry, take a surveillance trip to Lowe's, Ace Hardware, or Grainger. You'11 see that these businesses show a healthy appreciation for the elements of persuasion.

Now, for the health of your own branch, here are seven ways to amp up your sales at the counter:

Price it. Traditionally, items sold at the sales counter are not priced. but this could change if consultants and marketing experts have their way. Citing research from surveys and statistics. both groups make a convincing case that in sales counters where the merchandise is priced, sales climb as much as 20Vo. The reason for this is twofold: first, some customers will not ask a salesperson for a price so they just don't buy the product, and second, some customers believe if it's not marked, it must be expensive. Adding price tags overcomes both of these objections.

Clean it. The downside of growing up is that mom's not around to tell you when it's time to clean your room anymore. So, take a good hard look at your counter area. Is there dust on the displays? Cobwebs on the ceiling? Abandoned soda cans and cups of moldy coffee on shelves? Wipe down all horizontal surfaces and anywhere else dust gathers. Buy a shop vac to reach the corners and under displays. Don't forget to clean the mud and fingerprints off the front door. Cleaning is a task that is never complete. Make your mom proud; take out the trash before it overflows.

Paint it. If the walls of your store still look dingy, faded, and tired, it's time for a fresh coat of paint. It's an inexpensive and fairly easy way to give any sales counter that newand-improved appearance. Light, neutral colors are best for persuasive environments. Special note: If your sales counter is still sporting brown pegboard from the '60s, it's time for a makeover. A bucket of paint provides a lot of bang for your buck.

Move it. Even positioning a gondola a certain way can make a difference in product sales. Don't get stuck in an old-school merchandising rut. Be bold and innovative. Moving displays around every other month or so gives your sales counter a new look and keeps vour customers alert to make new discoveries.

Upsize it. If high school kids can persuade customers to "add fries to that burger" then anyone can learn how to "upsize" orders at the sales counter, too. Some may think that selling add-ons is too "high-pressure," but the truth is most customers appreciate the extra attention. Trust is essential in add-on selling. Avoid recommending an item unless there truly is a benefit to your customer. Selling up creates a professional image that identifies you as a specialist in your industry. It pays to sell up.

Reduce it. Most branch managers equate "having a sale" with "taking a loss" on old products. But, with careful planning, a sale can be a moneymaking opportunity. Instead of displaying only obsolete products, mix in some new products as well. Before the scheduled sale, take advantage of vendor promotions and buy for the sale. Display the new products at a slight discount alongside the sale goods.

Throw it out. If it's damaged and not returnable, or if it's an obsolete item that survived the sale, get rid of it. Scrap it, give it away, whatever. Don't tie up inventory dollars and valuable shelf space with material that's going to be written off at your next inventory anyway.

This isn't a one-time fix, but an ongoing maintenance plan. Relentlessly focus on the elements of persuasion to ensure that the performance you deliver exceeds your customers' expectations.

Mike Dandridge mikedan@mac.com

Simpson Acquiring Mason County Mills

Mason County Forest Products has agreed to sell its mills in Shelton, Wa., to Simpson Lumber Co., Shelton, Wa.

In anticipation of the changeover, Mason County gave notice that it would be laying off 130 workers at the large-cutting and small-dimension mills July 31.

Simpson Lumber has mills in Tacoma, Shelton and Longview, Wa.; Meldrim, Ga., and Georgetown, S.C.

California True Value Reopens

Miles and Cina Sorensen, owners of Sorensen's True Value. Los Banos. Ca., since 1975, have reopened Modesto True Value, Modesto, Ca., which closed in February.

"We had heard that they were closing and that 12 people were going to lose their jobs and that it was a good store," said Miles. "We're just hoping that people really do appreciate having a hardware store in their neighborhood that has excellent service and competitive prices."

The Sorensens took over the lease from longtime operator Gladys Setliff in March and have been remodeling ever since. Both the interior and exterior has been repainted; fixtures, racks, signs, and many displays have been replaced, and inventory has been increased to include more tools, piping, hardware, and other items.

Half of the closed store's staff has been rehired, including manager Debra Cook. "Everyone has a specialty," said Cina Sorensen. "Some are really good at plumbing, others lawn and garden."

A grand-opening celebration is planned for July 17. "This economy is really scary," said Miles. "But we took the chance because there is no doubt in my mind that it will turn around."