1. Find out what your customers really want.
   How? Ask them! This is the local store version of an Awareness, Attitude, and Usage study (AAU). Develop a list of questions that ask for information about your customers – how they rate your business and what they would do to make their visits with you better. Keep it as short as possible while soliciting enough information to help you improve your operations and marketing programs. And, offer an incentive to any customer who fills out the questionnaire. This can be a coupon for a discount, a free item, or a small gift. Then, use the information to make meaningful changes that will help your business build sales.
2. Spruce up the exterior of your business.
   Make sure your store front is not only presentable, but also inviting. When was the last time you painted the exterior, washed your windows, attended to the landscaping, had the parking lot resurfaced and stripped, or upgraded your signage? I’ve seen top-line sales increase over 30% just by replacing a prime sign (road sign) with a new one that had updated colors – so don’t neglect the visuals!
3. Clean up/fix up inside.
   Providing your customers with a clean environment is one of the most important things you can do to make them come back again and again. You should have spotless restrooms, floors, windows, and equipment. In addition, your spaces should be well maintained. Did you know that a fresh coat of paint or new wallpaper will cause customers to grade you higher on cleanliness surveys? It’s a fact and research bears it out.
4. Ensure your customers get legendary service.
   Make sure your customer service has the “Wow! Factor”. This has never been more important than it is now. That means training your staff so that they always do the right thing. In martial arts, we sometimes talk about “uncalculated movement” – the capacity to react without going through the series of thought processes usually required for complicated movements. The ability to do this comes from years of training and practice – and the best customer service comes from employees who are taught the right techniques and do role playing exercises regularly, so don’t neglect this highly important area of you business.
5. Give exceptional quality.
   Whether you’re a dealer for Mercedes, the manager of Bob’s Restaurant, or the owner of a high-end dress shop, the customer should always feel that they’ve made the right decision in buying from you. So make sure every Mercedes comes with unparalleled service after the sale. Be constantly aware of your back of the house operation so that burgers are always delivered hot, fresh, and according to recipe. Or, make sure to provide sturdy hangers and plastic zipper bags for your customers when they purchase those pricey designer dresses. If you’re not delivering beyond expectations, it will eventually catch up with you – especially when the economy is soft.
6. Price your products right.
   Okay, whether you want to hear this or not, it’s critical. You need to set your prices so they’re right for the brand image you’ve established, but tempered by market conditions. To do that you have to understand what your product is really worth at any given point in time. If you’re at the high end for your category, you better be providing a reason to buy – such as a superior product or a free massage with every purchase. If you’re low-priced, make sure you’re positioned appropriately. After all, it makes no sense to be the “low price leader” if it isn’t driving enough traffic to make it profitable. No matter what your pricing, always remember that in the end, the best business performers are the ones who know the real value of their products as they relate to their customers in the ever-fluctuating marketplace.
7. Merchandise to max your profits.
   One of the best ways to sell more things – especially highly profitable products – is through strategic merchandising. That means promoting items that raise your overall profitability while boosting your average check by creating add-on sales.
8. Make sure your website is selling.
   Don’t forget your website. If you don’t have one, get one – now! ‘Nuff said. For those of you who are already there, make sure your site is actually written and designed to sell. One of the most common mistakes businesses make is to get “off message”. Unless you’re a professional copy writer, it’s much better to hire one than to try to write your own web site. In the end, well written copy will make you sell a lot more “stuff” and pay for itself. So do yourself a favor, call the pros for this one.
9. Build traffic with the ‘net.
   How about getting the “word” out? Advertising in the media can be expensive, so it makes sense to use the most economical options when budgets are tight. That means the Internet. You probably already have a database of your customers, so use it. Email them about specials, new products, events. Invite them to stop by. People like to belong, so show them they’re special by giving them VIP offers online. Remember, it’s a lot easier and cheaper to build your business with existing customers than by trying to develop new ones.
10. Use inexpensive “local” marketing to build your business.
    Another inexpensive and effective way to gain exposure for your business is
    through local store marketing. This is the “shoe leather” approach and, done
    right, it can be very beneficial to your business in both the short and long term.
    It covers a broad range of tactics that include visiting area businesses to
    invite them to your store, coupon distributions, speaking to local groups on
    your specialty, getting active in local events, tying-in with community coupon books, or sponsoring kids’ athletic teams. Many books have been written on local store marketing and there’s not adequate space in a newsletter format to discuss it thoroughly, but it’s an area of marketing that holds high promise for businesses that work at it aggressively.

The bottom-line is that, in an uncertain economic climate, you need to refocus on the basics. It’s not rocket science, it’s just a common sense approach to building your business that will help you increase sales without spending a lot on traditional marketing programs.