Lessons from a Fabric Store | TravelResearchOnline


Lessons from a Fabric Store

You are probably wondering if Marchev has gone off the deep end? No, I haven’t. Not yet. I want to share an observation I once had in a fabric store of all places. My wife Barbara and I were strolling through a fabric store looking for ideas when the subject of today’s memo hit me.

After being in the store for just a few minutes, I felt a mild migraine coming on – and I don’t get migraines! I was being introduced to the Three C’s: Choices, colors, and the associated cost. I must admit there was a lot of good-looking “stuff” in that store. In fact, my eyes started to glaze over at the myriad of styles, fabrics, and colors began to overwhelm me. Apparently choices, options, and colors are all needed to sell tile, carpets, and gizmos. (I really don’t get migraines, but you can picture my oncoming chagrin.)

Here was what caught my attention and stopped me in my tracks: On top of one of the counters was a one-foot square tile sample. It was a mosaic pattern, if I had to define it. My wife was drawn straight to this “sample.” The store manager mentioned that two people purchased this exact mosaic pattern the day before as a result of spotting it on the counter. They saw it – they liked it – they bought it. (My wife spotted it, but she wasn’t ready to buy yet).

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My advice to the store manager was to display what she wanted to sell. Car dealers have known this for years. Show room display cars sell quickly.

Vision is a strong selling feature. People buy what they can “see.”

It helps if you can paint a picture. Any picture. A fun picture. Tell the story, your story, in your words, but in words that can paint a picture in the buyer’s mind. Let people “see” what you are talking about. This particularly holds true with exciting and exotic travel destinations.

Toss in a little sincere enthusiasm and some good things are about to come your way. Take it from me. Pictures sell.


A headshot of the author, Mike Marchev

Mike Marchev is always looking for a few more proactive travel professionals to join his Sales and Marketing Club. Send for details.


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