Feature Article:

The Silent Salesperson
 By: Carla Riley-Felt

Wouldn't it be great to have a salesperson that is:

· Always there when the customer needs them.
· Offers complete information about your merchandise to the customer. 
· Says everything about the merchandise that you would want them to.
· Works all the hours your store is open.
· Gives specific examples of how the merchandise should be used.

It can be done! Store signage is the answer. You already knew this, right? Scrapbooking stores, in general, are notoriously bad with store signage. Often, there are barely signs up letting the customer know where they can find the basic product categories in the store. Not only does basic signage need to happen, (crop room, stickers, die cut center, etc) but individual product signs are key.

Here are a few ideas to make signing your merchandise a "way of life":

· Keep your signs a consistent size - this makes them easy to change as you re-merchandise your floor. 
· Make it easy to put signs up in all parts of your store - buy Lucite sign-holders in a specific size - ones that stand up, can be attached to  slat, etc.
· Decide how many 'types' of signs you need: product knowledge, general category, general information, etc. 
· Decide on key components for each 'type' of sign: title, price, product knowledge, ideas for use, actual samples, etc. 
· Set up a template for each sign in Print Shop, Photo Shop, etc. then as you need a sign they will be easy to create. 
· Create your signs right after a trade show while the merchandise is fresh in your mind. 
· Create a variety of generic signs that can be used when a specific sign for a product is not available. 
· Make signs for intangible products and place them around the store - crops or class coming up, table time, beginner classes, 'create your own' classes, etc.

It will take some time to set up this process, but it will be well worth the results. So, go hire your own 'Silent Salesperson'!