Business Builder

How to Create a Showroom that Sells

How often do you go into a clothing store knowing precisely what shirt you want to buy—the exact brand, silhouette, fabric, color and size?

Sure, it happens occasionally; sometimes a shopper has a specific mission in mind and she knows just what she needs to fulfill it. More often, though, the buyer has a general idea of what she wants…and peruses her options before making a final decision.

And even when a shopper knows just what she wants, when she goes into the store to purchase it, she often comes out with something additional that she’s seen and liked.

The same goes for showrooms.

Showrooms give customers a look at their range of options, sparking ideas not only for present needs, but future possibilities. And being able to see and feel product gives customers confidence.

In short: a top-tier showroom is a worthy investment…it can pay for itself over and over again with the sales it generates.

But if you can’t afford to make a real financial commitment to your showroom, not to worry. There’s plenty you can do to put your showroom to work and make your product look enticing.

Building Your Showroom

1. Fit your racks to the space. Be realistic—just because you have six hundred products to sell doesn’t mean you have room to show them. Using too many racks (or racks that are too large for the space) doesn’t show your clothes or accessories to their best advantage.
2. Do a little research when purchasing displays so you can capture just the right mood for your showroom. Are you targeting corporations, small businesses, schools, teams, or a combination? Not only do most major suppliers offer great displays (SanMar has just come out with handsome new racks), there are top-notch display companies all across the country. Dan Dee Display Fixtures in Illinois (800-898-6551), American Hanger & Fixture Corp. in New York (800-221-2790), and Omaha Fixture in Nebraska (800-662-4295) just to name a few!
3. Make sure your product has room to breathe. When product is overstocked, customers won’t be able to see the samples properly and will just get frustrated.
4. Screen print or embroider samples in a variety of areas to give customers ideas.
5. Organize your showroom logically—either by brand or by product type—so it’s easy for customers to take in.
6. If there’s room, add a nice table and chairs where you can meet with customers. And don’t forget a mirror or two, so they can see how products look when worn!
7. Suppliers will often provide you with posters at very reasonable costs or you can take their images and create your own artwork at your local Kinkos.

Selling in Your Showroom

1. When your showroom is finished, host an open house so customers can stop by to see the new digs. Space out your invitation times so you’ll have time to talk with each customer and take orders or schedule additional meetings.
2. Change up your product selection and add new items several times a year. Invite customers to come in and browse.
3. Host lunches for VIP customers (or customers with high potential). Set aside products you think they’ll like in their company’s colors.
4. If you’re not able to have someone present at your showroom all the time, have a set block of time each week when customers know they can always stop by unannounced. Be prepared with snacks and coffee.

Maintaining Your Showroom

1. Even a fabulous showroom can look like a dump if it’s not kept up regularly. Just like a home, take a moment each week to vacuum and straighten up.
2. Check to make sure your samples are all in their proper places. When things are out of order, customers won’t find them…or you’ll have to take time out of your meeting to locate the product.
3. Take out discontinued items. It’s a real let down to find out that the product a customer wants to buy is actually discontinued.
4. Re-merchandise quarterly. If you consistently have new product in your showroom, it gives customers a reason to come back.
5. Develop a check-out system with grommeted samples, so your customers can take your product back to their office and return it when they’re through!