Invite People into Your Store

“It’s Amazing What Happens When You Stop Inviting People Into Your Store”

The quote, often attributed to Sam Walton, founder of Walmart, serves as a cautionary tale for small businesses. It underscores the importance of consistent customer engagement. Walton’s insight is particularly relevant to retail and restaurant owners who rely on foot traffic and repeat customers to sustain their businesses. Let’s unpack the psychology behind inviting people to your store, the role of call-to-actions (CTAs) in advertising, and how to apply these principles to ensure a thriving business.

The Psychology of Invitations

Human nature thrives on inclusion. When people feel invited, they feel valued and special. This psychological need for acknowledgment can drive customer behavior. A simple “invitation”—whether through a flyer, a Facebook ad, or a personal email—can make someone feel welcomed and more likely to visit your store. Without such prompts, even loyal customers may forget about you amidst the noise of daily life and competing businesses.

Why Call-to-Actions Are Crucial

CTAs are the linchpin of successful advertising. They create urgency, clarity, and direction. A well-crafted CTA such as “Join us this weekend for 20% off” or “Stop by today for a free tasting” tells customers exactly what to do and what they will gain. Without a CTA, your marketing efforts risk becoming passive, failing to convert attention into action.

Give Customers a Reason to Visit

Inviting customers to your store is only part of the equation. Offering compelling reasons for them to come in can make all the difference:

Show Off a Product: Highlight new arrivals or exclusive items with an in-store demonstration or tasting event.

Special Pricing: Feature a loss leader—a product priced at or below cost—to attract foot traffic and create opportunities for upselling other items.

Exclusive Deals: Offer discounts or bundles available only to in-store visitors.

Seasonal Promotions: Tie your invitations to holidays, local events, or seasons to make them timely and relevant.

These tactics not only encourage visits but also enhance the overall customer experience, making them more likely to return and spread the word.

The Math of Filling Your Sales Funnel

For small retail businesses, understanding the sales funnel is critical. Let’s take a simple example:

Goal: $4,800 weekly revenue

Average Sale: $16

Weekly Customers Needed: 50 customers daily (350 weekly)

To achieve 350 weekly customers, you must cast a wide net. A general rule in marketing is that only about 5-10% of people you invite will respond. Starting with 1,000 invitations (ads, emails, flyers) weekly may yield 50-100 customers, depending on your conversion rate.

Example: Facebook Advertising

For just $250 per month, you can target potential customers within a 5-mile radius of your location. Facebook ads allow precise targeting, ensuring your message reaches the people most likely to respond. With an average cost of $0.50 per click, you can generate 500 clicks monthly. If even 10% of those clicks turn into visits, you’ve gained 50 new customers—enough to make a significant impact. Please note: The results of advertising vary on geographical region and the competion in that region. This is only a hypothetical example.

Consistency Is Key

Low patronage on a particular day? Ask yourself: “How many people did I invite today?” Marketing isn’t a one-time effort; it’s an ongoing commitment. Daily invitations, whether through social media posts, email campaigns, or in-store promotions, keep your business top-of-mind for customers.

Conclusion

Small businesses thrive on relationships and repeat engagement. Consistently inviting people into your store isn’t just a strategy; it’s a necessity. By leveraging psychological insights, crafting effective CTAs, and maintaining a robust sales funnel, you can ensure that your business stays vibrant and competitive. Start inviting—every single day—and watch the difference it makes.

A special shout-out to Mr. Darren Shapiro, Director of New Business Development, who shares a similar message and inspires thousands of business owners throughout the country to be successful.

Go Gonzalez helps businesses with getting more customers through advertising and building websites that lead customers to their desired product or service.