It’s the height of presumption for me to comment on this topic with only a very few weeks of experience under my belt, but that’s never stopped me before.
I have strong opinions about this topic, because–as a gamer myself–I know some of the ins and outs. Or at least I think I do. By and large (with notable exceptions), gamers tend to be shy. If you’re welcoming gamers to your shop, you can’t be all, “Hi, where are you from? Let me show you this. Can I validate your parking? What’s your sign?” and so on.
It’s best to give the typical gamer some breathing room and perhaps just ask, “What sort of games do you like?” That’s usually an easy question to answer and a good conversation starter. For us, there’s no shame in being a gamer.
Rule One: Give your customer space.
Let me be specific: you can’t drag the average person off the street and “sell” them games. If someone is looking for a beer, or an Internet cafe, or a clothing shop, games certainly aren’t on their radar. Additionally, I don’t sell electronic games. They just aren’t in my business plan. Electronic games (PC games, console games, online games, etc.) have a different distribution system and aren’t something I know very well. I sell board games, roleplaying games, dice, and card games. I’ve never touched an X-Box or a Playstation. I’ve never had a WoW account. Killing rats in EverQuest was as far as I got in MMOLG, or what ever the proper acronym is.
I wouldn’t be very good at selling electronic games. It’s not my niche.
Rule Two: Sell what you know.
And that’s not to say I’m an expert by any stretch. I have significant gaps in my gaming background–just like anyone else. So I ask. My shop is tiny. You can take it all in and have a few ticks left in your minute. “What am I missing? What titles should I carry that you don’t see?” More often than not, my customers will be glad to help me out and tell me exactly what I’m missing. And nine times out of ten, I take their advice.
Rule Three: Ask for customer suggestions–and listen to the answers.
Some folks come in looking for entertainment, that is, they want me to entertain them. “Is this game fun?” Or, “tell me about this one,” or, perhaps, “I need something for a 12-year-old boy.” Of course, I’ll do the best to answer the questions. I’ll usually as them something about their interests: books, comics, movies, TV shows; how many in their gaming group; the age range of the players; and so on.
“So, would you recommend this?” Really, I’ve just met you. I don’t even know what you like. If you’re buying for someone else, I certainly know less about him or her. But they want some closure. They want a guarantee. Some sort of “it’s-the-right-choice-and it’ll-be-fun” guarantee.
“Sure, from what you’ve told me. Tell you what, if it doesn’t work out, bring it back.”
“Oh, we’re just visiting from Colorado. Boulder. Do you have a shop there?”
“Sorry. Just this one.” Nope. The Gamer’s Torch is not a franchise.
“Well. . . we’ll think about it. Thanks.” No sale is sometimes better than the wrong sale.
Rule Four: Your customers are responsible for their own fun.
My shop is tiny–only about 400 square feet. But it’s not jam packed and crowded. I try and maintain a somewhat open, airy impression by only stocking items that appeal to me and/or my customers. I’d love to sell a broad selection of miniatures, but I just don’t have the space. Every game I sell, and every item I stock, can be used right there in the shop. I enjoy doing demos, and, even more, I enjoy watching groups settle in and have some serious fun with my games. Unfortunately, I don’t have the space to host a serious miniatures campaign. Perhaps some day, if we can afford a larger space. . .
Rule Five: You can’t sell everything.
We are located in one of the busiest sections in Pacific Beach, just a block from the ocean. People shuffle past all day long, some on foot, often carrying their surfboards to and from the water, many on beach cruiser bicycles, or skateboards–I’d estimate fewer than one in a hundred give our place a second glance. Some read the sign aloud as they walk past, “The Gamer’s Torch,” as if I’d never heard it spoken.
Occasionally, a young woman will look in disdainfully and then back to her cellphone as she walks by, headed for the salon on the corner. Once in a while, a person will storm into the shop and walk all the way to the rear, and then spin and walk out without a word. Inexplicably, some even seem vaguely offended, as if we were selling porn or worse. (This seems odd in a town full of bars, tattoo and piercing parlors, and quasi-legal pot dispensaries.)
Families (dad, mom, and one or two kids) walk in, the dad asks a question about an obscure piece of merchandise, and they leave, saying something about “looking it up online.” Then, after a series of frustrating encounters, I’ll have somebody walk in and just stand and stare, taking it all in. I might say, “nothing electronic,” or some other inane opener, and the response is often, “No, that’s okay. I haven’t seen a shop like this for years.” They are the ones who get it. Thankfully, they really get it.
Rule Six: Know who your customer is.
[to be continued. . .]
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