Among the myriad reasons to visit this year’s Museums + Heritage Show (18 + 19 May 2016 – Olympia West, London), there are over 50 FREE talks on “hot-button topics” – and I’m giving one of them!
My philosophy on how to sell more of something is simple: you have to explain what it is, you have to make it look desirable, and you have to ensure that it creates an appropriate impact on your Customer.
One of my hobbyhorses is that most visitor attractions fail to maximise sales of guidebooks because they don’t follow this simple approach.
The key principle is to get the timing right. Whenever I’ve been involved in designing shops, cafes or visitor centres I’ve ensured that signature products have pride of place, in a prime location with point of sale that is written from the Customer’s point of view.