One of the things in the field of sales that doesn’t get talked about a lot is the environment that you are selling in. We talk about customer service, closing techniques, business conversations and handing objections but what about the environment? What do I mean by environment?

Simply stated, is the environment you are selling in welcoming to your customers? Is it customer friendly and do those same customers want to return? Your company can have all the top salespeople, the best product and the highest level of customer service but if the environment is less than welcoming then customers are going to be less likely to return.

There’s a reason that most jewelry stores are very well lit, have nice displays and often have nicer flooring than a typical clothing store for example. They are selling very nice things and want the environment the fit with what they are selling. Be honest, would you rather buy an engagement ring from a store like that or some dark and dingy warehouse? I, of course, can’t answer for you but I do believe I know how most of you would answer.

We’ve also been in stores where the aisles are too small and crowded, and they are uncomfortable. You have to step over things to get to what you want, and the simple act of getting around is difficult. The deals might be really good in that store but how often are you going to go back if the environment is dark and depressing?

There are many things a business can do to improve their environment and it doesn’t have to cost that much, or take a lot of effort. If your business attracts a lot of kids who come in with their parents then hire a balloon artist once a month, or have a small area of the store dedicated to kids, with puzzles and books. Happy kids=happy parents and happy parents=happy customers who are more willing to buy.

You know your business and your environment better than anyone and I would never tell anyone how to handle their day-to-day business. What I would say is this: a welcoming environment often equals more sales.

FINAO - Brad Huisken