Each year you tell yourself that next year you'll get organized and be better prepared; that you'll become more customer-focused, and determined to make this your banner year. This year MAKE IT HAPPEN!
1. Train Your Team
Studies show that the average training expenditure made on all American workers is just over three dollars per associate. That's just crazy. And wrong. We put associates on the sales floor armed with a little knowledge and expect great results. Customers expect – demand – knowledgeable help from associates who know all about the basics you sell, who are up-to-speed on new products, who can share new ideas and new procedures to help them with whatever they come in to buy. In addition to 10-minute meetings on the sales floor each morning, a retailer we know has three associate training classes each week. Associates are required to attend the meeting of their choice.
Your Goal: Create a training calendar for 2010 and stick to it. Recruit instructors from associates, teachers and even vendors.
2. Form a Network
Look for the opportunity to work with other people in your industry. If such a network doesn't already exist, then form one. Networking provides a wonderful opportunity to spend time with people who face the same challenges as you. Think of the disappointments you might have been able to avoid if you'd only been able to discuss your ideas and ambitions with someone who’d already experienced those same growing pains.
Your Goal: Make a list of at least five industry associates you’ve met and know fairly well and invite them to be part of your professional network. It doesn't matter if they’re on the other side of the country, meet at trade shows, exchange e-mails and talk on the telephone. Plane to “meet” once a month.
3. Develop a Trademark
If you asked your customers what you're best known for, what would they say? More importantly, would they say anything at all? Pick one thing that you want to be well known for and then use it! Include your "trademark" on each of your advertising and promotional efforts; use it in store signing, on your business cards, stationery – everywhere you can! In no time, your store and your specialty will be highly recognizable and that's exactly what you want!
Your Goal: Create “Here’s what I do” elevator commercial that you can recite in 60 seconds or less. Make sure that everyone in your company memorizes it.
4. Build Sweat Equity
Each time you sell something, you are provided with the opportunity to become even more involved with your customers. We call this extra involvement "Sweat Equity." Sweat Equity might mean calling a customer after the transaction to inquire things are going. It can be as simple as doing an e-mail blast showcasing your customers and their projects. Sweat equity pulls customers closer by nurturing and strengthening those important relationships.
Your Goal: Assign a team of associates to come up with a customer relationship building plan for 2010. Implement as many of their ideas as possible.
5. Study Your Competition
Identify your competition and get to know them better. Visit their stores as a retailer and as a customer. Get on their mailing lists and attend their special events. How does your competition rate when compared to your store? And how does your store rate when compared to the competition? Find out what their typical customer experience is and then do it better.
Your Goal: Take a look at competition each month. You may even want to create a Customer Council to get their point of view. Meet once a quarter at a restaurant or order pizzas and invite them to your store. Ask what you can do to improve your store, what changes they’d like to see you make, and how you can make it easier to do business with you. Listen; implement and follow-up!
1. Train Your Team
Studies show that the average training expenditure made on all American workers is just over three dollars per associate. That's just crazy. And wrong. We put associates on the sales floor armed with a little knowledge and expect great results. Customers expect – demand – knowledgeable help from associates who know all about the basics you sell, who are up-to-speed on new products, who can share new ideas and new procedures to help them with whatever they come in to buy. In addition to 10-minute meetings on the sales floor each morning, a retailer we know has three associate training classes each week. Associates are required to attend the meeting of their choice.
Your Goal: Create a training calendar for 2010 and stick to it. Recruit instructors from associates, teachers and even vendors.
2. Form a Network
Look for the opportunity to work with other people in your industry. If such a network doesn't already exist, then form one. Networking provides a wonderful opportunity to spend time with people who face the same challenges as you. Think of the disappointments you might have been able to avoid if you'd only been able to discuss your ideas and ambitions with someone who’d already experienced those same growing pains.
Your Goal: Make a list of at least five industry associates you’ve met and know fairly well and invite them to be part of your professional network. It doesn't matter if they’re on the other side of the country, meet at trade shows, exchange e-mails and talk on the telephone. Plane to “meet” once a month.
3. Develop a Trademark
If you asked your customers what you're best known for, what would they say? More importantly, would they say anything at all? Pick one thing that you want to be well known for and then use it! Include your "trademark" on each of your advertising and promotional efforts; use it in store signing, on your business cards, stationery – everywhere you can! In no time, your store and your specialty will be highly recognizable and that's exactly what you want!
Your Goal: Create “Here’s what I do” elevator commercial that you can recite in 60 seconds or less. Make sure that everyone in your company memorizes it.
4. Build Sweat Equity
Each time you sell something, you are provided with the opportunity to become even more involved with your customers. We call this extra involvement "Sweat Equity." Sweat Equity might mean calling a customer after the transaction to inquire things are going. It can be as simple as doing an e-mail blast showcasing your customers and their projects. Sweat equity pulls customers closer by nurturing and strengthening those important relationships.
Your Goal: Assign a team of associates to come up with a customer relationship building plan for 2010. Implement as many of their ideas as possible.
5. Study Your Competition
Identify your competition and get to know them better. Visit their stores as a retailer and as a customer. Get on their mailing lists and attend their special events. How does your competition rate when compared to your store? And how does your store rate when compared to the competition? Find out what their typical customer experience is and then do it better.
Your Goal: Take a look at competition each month. You may even want to create a Customer Council to get their point of view. Meet once a quarter at a restaurant or order pizzas and invite them to your store. Ask what you can do to improve your store, what changes they’d like to see you make, and how you can make it easier to do business with you. Listen; implement and follow-up!
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Rich Kizer & Georganne Bender . Keynotes Seminars Consulting Store Design
http://www.kizerandbender.com . http://www.kizerandbender.blogspot.com
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