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> Living on the Top Line - The Book > Joe's Blog > What you don't know about your customers can kill your business
What you don't know about your customers can kill your businessDo you know the percentage of furniture shoppers who make their purchase on their first visit to your store? Do you know what your closing ratio is on shoppers making their second visit to your store on the same purchasing project?
Do you know how many of those first-time-non-buyers actually make a second visit? Do you know the number one reason furniture shoppers report for not making a purchase? How about the second reason?
If you knew these answers do you think you might be able to take actions that would greatly improve your chances of getting shoppers who don't buy on their first visit to return?
I can tell you that the reasons shoppers don't buy have less to do with what you sell and much more to do with how you sell it. Your customer interactions are in the hands of individual salespeople (unless you're IKEA or another such self-service furniture retailer) so you should have more control over those interactions and be able to learn the things that are on your potential customer's minds around making the right purchase decision. However, if your selling focus is on your products and closing techniques, you lose way more often than you win.
It's simple to understand, too. Furniture store conversion rates (close rates) continually hover around the 20% range. Even if you track your store's close rate at 30% (which is 50% higher than my number) you still miss something 70% of the time.
In "Living on the Top Line" I show you how to deal with all these issues and build a selling strategy around properly opening the sale, and giving the lady what she wants - more help! It could mean 50% more business if you do some simple things better.
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