- Female Buying Power.

One key factor in increasing sales is to understand how people shop. For

example, women make the majority of buying decisions--estimates anywhere

from 60-80 percent and growing. Despite these facts, some industries have

created frustrating walls and barriers failing to cater to the buying characteristics

women are looking for. Consider auto sales which women only represent 7 percent

of the sales force.

For some, the experience of shopping is more important than the transaction.

Good customer service and many sales opportunities are lost because sales

people appear uncaring and/or unhelpful or both. Identify the key concerns

of your customers and think of ways how to meet their needs. Include strategies

to prevent communication breakdowns as well as dispute settlement mechanisms.

-Educate Your Shoppers.

Skillful shoppers compare quality versus the prices of the products. In

order to make your business more attractive, provide easier access and lots

of product information. You can do this by providing fact sheets, publications,

video, websites, and consumer education courses.

-Practice ethical consumerism.

Customers are likely to withhold their business if they disagree with the

company's politics or policies. If you want to attract more shoppers

develop the reputation of an "ethical" organization. Publicly display

any involvement in charitable affairs

-Design is the key to appearing different from your competitor.

As a general rule, the more time people spend in your store, the more they

will purchase. Use visual and audio elements to maximize their potential

shopping time. Provide sitting areas where women and men can relax. Key elements

include pleasant and relaxing music, fresh fragrant air, visual stimulation

and a clean appearance.

-Interaction is crucial for sales.

Positive shopper-employee interaction gives customers the chance to ask

about products and salespeople the opportunity to sell them. This will increase

your average sales and contribute to greater customer loyalty. It also reduces

the waiting time, improves the impression of overall service, and draws the

customer closer to your business.

-The walking pattern determines the layout of the store.

Consider that most people walk to the right when you position your products.

For example, if you position men's fashion on the right side of the

entrance area, women will head toward the left and not return to browse through

this area again.

-Shopping is an authentic emotional expression.

Some customers search for products with meaning. If you sell merchandise

related to the private and personal sphere, e.g. greeting cards and gifts,

you must create a pleasant store design. Thus, warm, quiet, and familiar

environment will increase the time shoppers' browse through your store.

This maximizes your sales and satisfies them as customers.

A final word of advice to help you render your business "people friendly" is

to involve your customers right from the start. Ask them for suggestions.

Get feedback from both female and male customers as well as your salespeople.

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Greg Smith is a nationally recognized speaker, author, and business performance

consultant. He has written numerous books and featured on television programs

such as Bloomberg News, PBS television, and in publications including Business

Week, Kiplingers, President and CEO, and the Christian Science Monitor. He

is the President and "Captain of the Ship" of a management-consulting

firm, Chart Your Course International, located in Atlanta, Georgia. Phone

him at 770-860-9464. More articles available: https://www.chartcourse.com