The other day I went into a local candy store to pick up a couple of cigars (as a celebration for a family event – I don’t advocate smoking). I looked through the glass case and found the cigar I wanted and I saw a big sign that read:
“Do not open cigar case! Ask the staff for assistance. This means you!”
This sign turned me off. I walked out of the store and decided to forget the cigars.
I was thinking back to a trip I took to a small town a couple of years ago. I was visiting some of the great local shops and I saw a sign that read:
“Please do not touch the merchandise. If you break it, let us know because you now own it.”
Right next door was a shop selling identical merchandise. It also had a sign. That one read:
“Please hold and enjoy the merchandise. If you break it, please let us know so that we can forgive you.”
Which store do you think had more people browsing and talking to the staff? I’m willing to bet that the second store had higher sales as well.
Everything you hang in your place of business represents your brand. Every piece of literature and everything your customers see, hear and feel represents you. Don’t let your customers down. Treat each customer like they were a member of your family. Would you let your mom hold the merchandise?
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