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Do you also use the “No”-signs

?
Do you also use the “No” -signs?

RESTROOM FOR CUSTOMERS ONLY

DO NOT TOUCH!

Recognize signs like these?
Many companies have decided that it's their job to educate their customers. You can see it everywhere. In restaurants, shops and in way too many other places. I can understand that an ice cream in the hand of a four year old is the new products' worst enemy, but your angry signs won't inspire your customers to buy anything from you either. You can't build a store for the small percentage of customers who behave badly, who unravels packs, taste food on the shelves, or people who lacks any wit or senses.

NO FOOD AND DRINK IN THE STORE!

CUSTOMER PARKING ONLY!

DON'T TOUCH – WAIT FOR A MEMBER OF THE STAFF TO HELP YOU!

The problem here of course is that the 99% of your customers who didn't tear up any packs feel uneasy by the tone of the message. The message is that all clients are suspicious. All are junkies and smarmy types or irresponsible mothers who brings in children with runny chocolate sundaes that makes a mess everywhere.

But don't get me wrong. I KNOW that all these signs have a sensible reason and a logical explanation - FOR YOU because you see this kind of thing in your store every day, but for most of your customers, however, it may be the opposite.

Sometimes it helps to just remove the exclamation marks, the ones that just shows how angry you are at people who don't behave. It can also be a good idea to reformulate the signs so that the message has a bit friendlier tone. Instead of having an educative sign at the checkout, telling people how to place their goods on the counter, you can ask them nicely to help speed things up for the cashier; “We provide you faster service, if you place the price tags facing the cashier. Thank you”!

Customer may not ignore the welfare of your cashiers, but it's not something they think about. Customers want to know why something is better for them. If you can give them a good reason for doing something that benefits themselves, you may also get what you want!





About the author

Stefan Ekberg has worked in marketing for small business for 20 years and has written around 30 books on how small business owners can market themselves with limited resources. . In 2012 Stefan was nominated as Entrepreneur of the Year in Stockholm.

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