Go to Your Customers.

This month more than 75,000 people will flood the High Point Market in search of the latest and greatest in products, styles and new offerings. With that number of people, you can bet attending vendors have done their homework when it comes to figuring out how to flag down passing buyers and entrance them on the spot. Schedules are full and a second chance to sell may not come around.

Pay attention. You can employ the same tactics used at Market, in a scaled down version, in your store to bring in more foot and online traffic, resulting in increased sales.

Know Your Audience

High Point Market vendors know exactly whom they're targeting, down to name and job description. They've spent months prepping, tailoring their messaging to meet the needs of their audience.

Sound familiar? It should. In order for you to sell grills and related accessories, you have to know to whom you're selling. In case you're not up on current trends, the grilling demographic has shifted. Women are grilling in greater numbers and, as a general rule, hold significant influence over grill purchases.

Another new category is immigrants new to the United States. Owning a grill is part of the “American” experience and this segment is quick to embrace grill ownership.

So beware. If your store is still set up to market to “men only” and “the all-American dad,” you're missing out on sales to other categories of buyers eager to purchase a grill.

Tailor Your Message

Market vendors don't try to attract every buyer and neither should you. Once you identify consumer segments, make sure you're tailoring your message to reach them. If women are a high-potential selling category, take a look at your store set-up, marketing materials and messaging.

For example, women respond to emotional cues. They like to feel and touch merchandise before making a purchase. They're also better able to remember details than their male counterparts. Do your homework, experiment and be willing to make changes in how you market your grills and product accessories.

Hold Demonstrations

Vendors give buyers a reason to visit their booth at market – be it an informative talk, a product reveal or a demonstration. Holding in-store events or online webinars/Q&As, brings potential customers into your world.

Schedule demonstrations for grilling techniques, hold a “battle of the grills” to see which grill delivers the most flavor, go online and answer the most commonly asked questions you hear asked over and over again about grills and grilling. In essence, meet the customer where they are. Start talking about what interests them and the conversation will convert to sales.

Get Out in the Community

Market can often feel like a street fair, with vendors standing outside their showrooms, hawking their goods to passersby. Still, they have the right idea. No one ever sold anything by sitting passively in a corner – or hiding inside their dealership.

If you're not already doing so, it's high time you embark on a journey into the community. Volunteer to speak at networking or group events. Attend local fairs and put on cooking demonstrations. Sponsor a local sports team. Hold a charity fundraising event. Do all of the above. Yes, all of it. To be seen is to be known.

Establish Numerous Touch Points

Market wasn't the first time buyers heard from vendors eager to sell to them. There were campaigns prior to Market that included high-impact flyers, e-blasts, invitations, e-mails, social media and more. The more touch points you have with a potential buyer, the more likely you are to move a person down the sales funnel toward purchase.

Start with broad blog content that engages them. Then perhaps they'll find, and read, a Q&A you've posted about different grilling techniques. From there they may receive an invite or a flyer from you to attend a weekend cooking demonstration.

No matter the size of your dealership, it's how you think of yourself that matters. Think big, take your tips from the pros, and watch your store traffic and sales multiply.

Keep Grilling,
Rob