If retail sales are not producing the income you want and need these days, an Image MakeOver could be your success ticket.

A few dollars spent in reminding customers of why they visited you in the past, and a clearly defined plan to attract new customers could be just the medicine you need to survive and thrive. Your goal is to find—then use, the magic touch that distinguishes your store from the others selling similar merchandise. After discovering that difference, use that magic touch information to entice existing customers to return again and again to see what’s new with you. Not just to visit, but to buy! Here are some tips to use in setting (or resetting) your store image. They will work whether your store has been in existence for years or is just starting business next week.

IMAGE SEARCH
Begin by asking yourself, then finding answers to questions like these: "What image do I want prospective customers to have when they hear the name of my store or see my advertising? (Remember Col. Sanders all in white selling fried chicken? How about Golden Arches that sell hamburgers?) Will my image be reinforced when they walk into my store? Why is my store different than others with similar merchandise? Does my advertising reinforce that difference? How do I want my customers to feel when they hear my store name? What's unique about my store, my service, my product, my method of presenting the product, my sales force? What kind of feelings do I wish to evoke in customers when they shop with me?"

CAMPAIGN
If you are going to do it, plan it. Actually sit down and plan everything from new store colors to what to say when greeting customers whether they are calling or visiting your store. Yes, newspaper, radio, TV and Internet messages are important; but add to their impact by incorporating an Image MakeOver campaign. Your goal is to get more business. A Image MakeOver image campaign sends a high-intensity message direct to the group of people you wish to have as customers. Store fixtures, signs, ambiance and attitude are important parts of this image. Very few retail businesses can survive on one-shot customers, so plan for success.

Using answers to the questions raised in your image search, walk through your store to see if the store fixtures, carpets, wall decor, displays, signs, layout and other items that abound will enhance or reinforce the image you wish to project. Fix the negatives. Spend some time training (or retraining) your staff so they also project this desired image.

COMMUNICATE
Don’t keep your plans a secret. Let your staff and your customers know what it is you are trying to do, and make an effort to enlist them in the task of establishing an image with survey forms, suggestion boxes, and similar tools. Plan all of your advertising around your new image. Be sure all of your ad copy reflects this image.

Never assume you know what your customers are thinking. You will be wrong most of the time! If your customer is confused about your image, they will not take the time to understand it, they'll just shop elsewhere. Hand out pre-stamped (real stamps) reply postcards with every purchase telling your customer what it is you are trying to do, and then asking them how you're doing and how you can improve. Be sure to leave room for their comments! This card does three things: it enlists your customer’s help in establishing and maintaining your image, it gives you a name for direct mail advertising purposes, and using the filled-out card as a 10% discount on their next purchase gets the customer back in the store!.

MARKET YOUR NEW IMAGE
Take your new image to your public by developing a 10 minute talk on a subject related to your new image, then giving that talk to the breakfast-lunch-meet&greet club meetings in your town. Pass out your pre stamped reply postcards for their comments. Be sure to mention the discount for filling out and returning the card. Have a business card raffle for an item you stock. (Use the card to send a thank-you note with a special offer to that individual.)

(NOTE TO EDITORS: PLEASE INCLUDE THE FOLLOWING.)
Paul Tulenko is a Small Business Success Consultant based in New Mexico. Additional tips and suggestions are available at www.tulenko.com or call (toll-free) 1-866-TULENKO.