Are You Ready to Order?

It sounds like something a telemarketer would ask - "Are you ready to order?" It's a way of closing the deal, of putting the ball in the customer's court. Ask the question, then wait for the customer to make their decision.

But it isn't only a sales tool. It's also an important question for customers to ask themselves before they even meet a salesperson.

Am I ready to order?

Before you answer, you should ask yourself some other questions first.

What, exactly is the merchandise I will be selling?

Just saying "Sporting Goods" or "Men's Apparel" isn't a good enough answer. Will you be selling hats or textbooks or decorative candles? How much stock will you keep in the store? Will it hang or be stored in separate bins or on glass shelves?

You probably already know the answers to these questions, but being able to put them into words so that your fixture supplier understands your merchandise as well as you do will go a long way toward developing a fixture solution that really works.

When I picture my store, what do I see? What do I want my customers to see as soon as they walk into my door?

It all begins with your creative vision. When you imagine your store, fully stocked, packed with customers, what do you see? The function of your fixtures is only part of the story. You also have to think about their aesthetics. Defining a retail environment is like sculpture. You choose materials, shapes, colors, and dimensions that tell your customers who you are before they even encounter a salesperson.

No one else can see with your mind's eye. Once you can tell a stranger about the look and style of the store you see in your imagination, you can begin communicating that vision to a sales representative or design professional.

Where will my fixtures be located?

If you are in a high traffic area where fixtures are likely to encounter a lot of heavy shopping carts, and curious little hands you won't want to invest in a lot expensive cabinetry that will be scratched and chipped (or even climbed!)by your customers. Will your fixtures be exposed to the elements, sunny windows, or salt air? The wrong material or finish will turn your beautiful new display case into a garage sale item in a few months.

How much money am I prepared to spend?

You don't need to lay all your financial cards on the table before negotiations even begin, but being able to articulate a price range from the get-go will save you and your supplier a lot of time. It is frustrating to spend hours developing a solution that everyone loves, only to learn at the last moment that it will cost twice as much as you can spend.

What is my schedule?

This card, you really ought to lay on the table. If you don't have a schedule, that's important for your supplier to know. If they are a custom manufacturer like Corman & Associates, they have dozens of projects scheduled weeks or even months in advance. When you are in a hurry to make a presentation or open a new location, and you are willing to compensate them for the rush, a competitive manufacturer will do whatever it takes to make your deadline. If your project is still in the concept stage with no solid opening date in sight, that information will give your supplier the freedom to develop a solution without the extra pressure. Cramming may have worked in college, but design, engineering, and manufacturing need to be carefully executed if you want the best product at the best price possible.

What if I don't have all the answers?
Who does? Knowing the questions is a great start. Once you find a sales person with whom you feel comfortable and a company you can trust, you can start working to put the horse before the cart, so to speak. A top notch manufacturer will work with you to design not only store fixtures, but also an experience - to define a retail environment that tells your customers who you are and helps them to make purchases that satisfy them and keep them coming back.

--- Bob Johnson, Corporate Sales Director