©2004 Columba Publishing Company, Inc. 

   14 Practical Ways to Increase Business
       by Vivian Kistler
1. Call customers to pick up stuff, mention something about your new mouldings from Italy, the art from......., the new gifts from.....

2. Go to meetings—any meetings, as a member or a guest—meet people, make friends, hand out business cards (staple a pack of picture hangers to your business card) explain what you do. Ask them to come in.

3. Call the service clubs offer your services as a speaker. Rotary, Welcome Wagon, Garden Clubs --look in the phone directory.

4. Donate speaker gifts. Service clubs give gifts to speakers. Provide it free: Create a framed 5x7 certificate, organization logo or photo of the town and donate it. Then each month your shop will be mentioned when they thank the speaker; an obvious endorsement for the shop.

5. Give a framed something to the mayor, the president of the University, the leader of _________ as a thank you for all the __________ he/she has done for the community.

6. Set up a store window worth looking at —the history of your city? Leaders of industry from your city? Is there a celebration you can hitch your wagon to? The State, county, city’s birthday/anniversary? Call the newspaper tell them you’d like to set up a display devoted to the history of the town; could they provide images (this will guarantee press coverage, of course). Think of organizations to feature: the League of Women Voters, the Scouts, Art Museum, the Zoo, the library, symphony, university --what is considered precious and important in your town?
display of children’s work (local school, your customers), OR photos of service men and women (invite customers to participate, ask the local news/TV/radio station for help. Phone customers and ask if they have someone they would like to feature. You will, of course, mat all of the pictures free of charge, plus display a shadow box or two of patriotic memorabilia.

7. Extend your business hours; you must be open until 6 or 7pm and later at least once a week. No closing early on Saturdays or closing on Mondays. Are you doing this for a living or a pastime? Closing early is nice for the employees, but your competition is staying open. Send a press release about your extended hours to the business section and the arts section of the newspaper.

8. Offer your space to organizations for clothing drop off, food drive collector, the Marines Toys for Tot program; a meeting of art teachers, any need you can fill—get involved in your community!

9. Offer helpful programs. Notice the programs at Lowes and Home Depot? Offer 30 minute presentations on several topics: protecting family heirlooms, how to hang a picture wall. Send out a press release for every program you offer—at least two-three weeks ahead. Mail a postcard to everyone on Earth that could possibly be your customer.

10. Have a portrait artist (silhouette or sketch) set up shop in your place. Share the profits. Send a press release to the papers several weeks the event.

11. Plan at least four events in the shop this year. Valentie’s Day...Have a Heart, Give Art. National Art & Frame Month. A display of customers framed pieces? Masks made by the local high school? A Bridal Evening. Set up a Bridal Register. Patriots Day. Mother’s Day, Father’s Day, Graduation. Look at the calendar, plan something right away!

12. Send out gift certificates to your good customers thanking them for their business. Give them something significant: $50, $100 towards anything in your shop. What’s a good customer worth to you?

13. Set up a bridal registry
You can make the book yourself from matboards, paper and cords or you can buy a book that looks suitable. You will have to advertise this benefit.

14. Build the mailing list
You will never get everyone to respond to your mailing. The design, the paper it’s printed on and what it has to offer are all important. If you mail to everyone in your zip code (say 10,000 you could expect 4% to “respond”; that’s 400 people. If you send to your mailing list (existing customers) you should expect a 20% return because they are already qualified and interested in your products and services. Mail to a lot of people-- at least 1,000 four times a year.

My favorite sayings:
Give your customers a reason
to come in to the shop.

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Make it as easy as possible for a
customer to do business with you.

•

Watch the details that irritate customers: excuses,
music too loud, missed deadlines, shop hours
too short, personnel taking to each other,
dirty door handles & windows, cluttered shop,
attitude of personnel, clothing of personnel.

•

The employee is paid to be in the shop,
the customer pays to be in the shop.

•

Get out there and get the business,
before someone else does!

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Vivian Kistler
vivian@viviankistler.com
800-999-7491
2003 W.Market St,
Akron, OH 44313
 

Vivian Kistler is the author of many books and videos for picture framers.  For more information visit www.columbapublishing.com or e-mail vivian@viviankistler.com.