One small town retail issue is dealing with customers who compare your prices to the prices with other far-away locations. A smart way to head that off is to create comparisons between different products within your store.
Sometimes customers compare your price on a single item with that item in a different store or online. “I can get this for $5 less in Denver!” That can be a hard comparison to win, so it’s up to you to reframe the customers’ thinking.
Bruce D. Sanders writes the RIMtailing blog about shopper psychology. In “Tilt Toward In-Store Price Comparisons,” he suggested you set up comparisons of prices of different items inside your store. That way, you have a better chance of making the sale no matter what price point the customer settles on.
In my liquor store, I could post a little sign next to the Pendleton whiskey that says, “$2 less than Crown Royal!” In your gift shop, you might try telling customers who object to a price “These candles are also handmade, but cost $1 less than those.” Try to get customers comparing two items in front of them, rather than some other items somewhere else.
Bottom line: lead your customers to compare prices within your store.
What do you think? Would this work in your store?
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Becky started Small Biz Survival in 2006 to share rural business and community building stories and ideas with other small town business people. She and her husband have a small cattle ranch and are lifelong entrepreneurs. Becky is an international speaker on small business and rural topics.