Retailer Spotlight: Pro Shops That Invite and Welcome Everyone

Appearance Matters

Let your shop do the talking by creating a warm and inviting environment for customers. A dirty, disorganized shop might give the message that you’re lazy or too busy for their business. Keep the shop clean and clutter-free.

“Our shop is always neat and organized,” said Jeff Ledbetter, owner of Bowhunter Pro Shop in Maryville, Tennessee. “It makes people feel like we’re concerned about our appearance and taking care of our customers, and that’s how we’ll take care of their product too.”

Your appearance is important too. Some shops have employees wearing shop shirts or polos. This helps customers quickly identify staff members so they can approach them with questions.

Check out these interior design techniques that can boost your shop’s appearance.

Teach Don’t Tell

Pro shops provide more than products. They’re a hub of knowledgeable professionals who can improve the skills and abilities of their customers.

“If people have questions, don’t make them feel dumb because they’ve never done anything like this before,” Hatton said. “A lot of people come in and tell me other places didn’t tell them anything, they just said, ‘Hey, this is what you need,’ and then sold them something.”

Hatton believes in educating his customers about everything from the products to the services his shop provides. For example, when tuning a bow he will walk through all the steps of what he’s doing and the reasons behind them.

“I try to break everything down, so they learn and they know what they’re looking at,” Hatton said.

Customers appreciate this education. It makes them better archers. It also builds a trusting relationship with Hatton and his shop, which creates referrals and return customers.

Treat Everyone as Equals

The customer who wants a brand-new bow is just as important as the customer picking up some wind indicator. The passionate bowhunter is just as important as the occasional backyard shooter. Approaching every customer with the same attention builds relationships. Hatton said he never pressures customers to make a purchase.

“I make customers feel welcome whether they are spending money or just browsing,” Hatton said.

Hatton also said the size of the customer’s bank account should never influence the service they receive. But he always asks about the customer’s budget when shopping for bows and accessories because, he said, encouraging people to blow their budget is a great way to blow it with a customer. He believes that by helping the customer stay within their budget he’ll build trust. Creating this connection means repeat business and referrals.

Treating every customer as an individual who matters is important. A welcoming atmosphere will make customers comfortable and create a shop culture of inclusion and acceptance.

Learn more about creating a welcoming atmosphere by contacting Nicole Nash, senior manager of outreach, at (507) 233-8146 or nicolenash@archerytrade.org.