Invisible Businesses Don't Make Money

Unless you operate an Internet-based business, you can’t get customers to buy what you’re selling unless you can get them to walk through your front door. If you’re selling a service or a hard-to-find item, customers may hear about you and make the special trip to your business, but even these businesses need to be mindful of how to lure a customer inside.  

Last Wednesday, in the wake of yet another snowstorm, I found myself needing to get out and walk, so I headed towards Main Street. Regardless of my destination, each time it snows I have the same concern most others have when they break out of the house after a storm: 1) Will the streets be cleared? 2) Will I find a parking space? 3) Will I get stuck on ice trying to get out of the parking space? 4) How tough will it be to navigate sidewalk space that may not be snow free?

I was thinking like any other customer a business hopes to woo.

Old home turned businesses line Main Street. Many businesses share space within a single structure, so it’s tough to stand out. Toom much bland brick makes the business disappear amid the others.

That stroll made me think about two things: the need for businesses to be noticed as well as the importance of being ready for your customer when your customer is ready to shop.

Barriers to Business

Let’s start with the obvious. It’s not just about window dressing and curb appeal, the things that visually attract people inside. My thoughts on Wednesday centered on parking and walking after the snow.

On the drive down Main Street early Wednesday, I saw business owners shoveling and tidying their spaces, not just the immediate areas, but even curbside spots in front of the shops. Inside , Maggie Herman and a customer were discussing the latest dig out.

“I’m hoping it’s the last time I’ll have to shovel this season,” Herman said, echoing the thoughts of business and home owners alike.

Snow removal certainly ranks far behind decorating the inside of a shop on an owner’s list of favorite things to do, but business owners must eliminate obstacles. Customers are not going to work hard or navigate to get into your shop. To get them inside in the winter, that means snow removal, in other seasons it might mean some routine maintenance.

Keep it Clean

When was the last time you stepped outside and really looked at your shop? While a historic building entices customers, a building with rotting wood, visible mold or weeds in the summer repels customers. If your presence gives the impression that your shop is in disrepair, a customer may determine that the things inside your shop are as worn as the outside.

The Big Picture

As you look at your shop with an eye towards repair and maintenance, step back a bit and look at the overall appearance. , which dates back to 1779, has its classic, historic style to get the passerby to stop and take notice.

The doorway accentuates the color of the building, and a pair of wooden skis on the door add just the right amount of visual interest to the building. The sign features the shop’s logo without detracting from the overall ambiance of the building as a whole.

Similarly, Christine Richardson, owner of Iced Gems, 213 Main Street, has pulled together several elements that work in harmony to create a cohesive look that invites customers take a second look. Bistro tables stand ready to give customers a spot to take in the sights and sounds of Main Street. Whimsical pink polka dots work like connect-a-dots for customers to follow inside. Customers will see pink polka dots outside, follow a few more polka dot themes inside, then be lured further with the aroma of the cupcake of the day.

Show, Don’t Tell

Many shops display their wares outside. A wooden high chair and a painted milk jug are perched on the porch of .  owners Fred and Carolyn Shamer display wicker and painted furniture, so customers can get an idea what to expect when they step inside. The stores didn’t let mother nature mess up their outdoor displays.

You must think like a customer if you want to win customers. Regardless of what is going on outside your shop, you want to bring people inside. Give your business a mental and physical evaluation to make sure you have been doing all you can do to keep your business attractive to buyers.