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Archive for August, 2009

Retail Sales Training: Fire Bitter Betty Employees

From 2008….I was reading Maureen Dowd’s post in the New York Times while riding Amtrak into NYC today titled “High Anxiety in the Mile High City,”  Ms. Dowd relayed the story of Carol, a former Hillary volunteer.  Carol stood at the back of the Democratic woman’s caucus in Denver Tuesday in her Hillary T-shirt and hat signed by Hillary and “Nobama” button.  She booed every time any of the women speakers mentioned Obama’s name.  She’s had nothing nice to say about the Obamas. 

“What about the kids?”  Dowd asked.
“Adorable,” she said.
“Well, Michelle raised them,” Dowd replied.
“I think her mother did,” Carol shot back.

This type of person is deadly in a business. I call them Bitter Betties. 

My point is not whether you are a McCain, Hillary or Obama supporter; this story illustrates the negativity, cynicism and outright hostility plaguing American business.

This is the person who loudly wants the world to know they were personally wronged. Doesn’t matter when or where – their dissatisfaction with themselves and their lives must be center stage, poisoning others as it wafts over the unsuspecting.

You know you have one like her on your payroll right now.  Whether she’s a friend, he’s a long-time worker or even if you are married to them. 

When I see Bitter Betty at a store during one of my business makeovers I usually tell the owner to get rid of her – immediately if they want to grow sales. 

Invariably I get the defensive, “Oh her, she’s just (name).  She’s there every day at 10am, I can count on her.” 

I reply, “That’s exactly my point – she’s there every day.  You have no idea how much money you are losing due to her attitude.”

Get only a couple of these disempowered people on board and they can ruin your business.  Trust me, I’ve seen it first hand.

It could start with an email you sent out for the holiday promotion, drink, fill in the blank isn’t up to their standards.  You respond to them politely but they don’t feel listened to.  They then tell everyone on the floor their concerns.  People who don’t even feel that way are suddenly questioning everything.  It spirals into camps of who said this and who said that.  It does no one any good.

I can assure you Bitter Betty  is on your team somewhere; answering phones, emails, designing graphics, running your training department or on your sales floor.

And just because someone has been there a long time does not mean they are your best employee.  Often the best leave because when Bitter Betty is in charge, as they say in the south, “Ain’t nobody happy.”

How can you identify him or her?  Simple.  Who wants to work with them? 

Better yet, who doesn’t want to work with them?

Fire the Bitter Bettys of the world for your own sake. Cynicism isn’t funny or something to be tolerated in this day and age. It’s bad energy sabotaging your retail sales training at every turn.

If you are Bitter Betty, get some help.  We all have a cousin who’s getting a divorce, or a father in a hospital bed alone, sick and yet we can’t change the inevitable, have an autistic child, a suicidal family member, fill in the blank – we don’t need you to bring your drama and bad attitude into our lives on a daily basis.  Forgive the hurt, the passed over promotion, the rotten marriage, the home sale at 30% less than you hoped, the fact your son or daughter didn’t win the game and be done with it. 

Is it time to fire an employee? Take my free firing quiz here. 

Discounts Come Out of Your Pocket

When I was in seventh grade, I sold holiday greeting cards door-to-door in the hot Toledo, Ohio summer.  Prices were fixed and a customer got a discount if they ordered more than 3 boxes.

I also sold candy for school.  If I gave a discount, or ate any as the case may be, it came out of my pocket.  That’s basic capitalism.

Cause and effect.

With retailers looking for a handout to move their products from vendors, there is nothing out of their pocket – its someone else’s money.  Same with the CEO’s of the companies running big discounts still, it’s not their money really.

For the mom and pop retailer, any discount IS their money, their livelihood, their mortgage payment.

Retailers and service proviers have gotten so bad at selling anything that we can’t without a “deal.”  That cripples our economy. People mark things down to make the sale, not make a living.

Retail sales training is the magic bullet to growing your sales, not discounts.

Tomorrow, the legacy of Sears sales training

Retail Advertising and Marketing: Have a Light Touch With the Devil

After living there for forty years, I consider myself a California boy and so was interested in today’s Los Angeles Times front page story about a new ad campaign from Nevada courting California businesses.  The state of Nevada created two 30-second spots gently poking at California business owners to relocate to Nevada and find no state income tax, no corporate taxes and low workers comp rates.

The office of  California Assemblyman Jose Solorio  has created a website where you can see California’s response as well as the Nevada ads at http://californiaisgolden.com/.

What is so compelling about the California ad is the tagline they came up with, “What happens in Vegas stays in Vegas, but what happens in California makes the world go ’round.”  They then show a smattering of the major businesses that are located in California. Brilliant. Each state considers the other the devil to show how they are the angel.

If you are of a certain age, you may remember the Pepsi challenge from the mid-seventies where purported “average Joes” chose Pepsi in a blind taste-test over Coca-Cola. They were the angel to the devil Coke.

When I rescued a little coffee roaster in Long Beach, California and the story propelled me to national attention, one of the tactics I used was making Starbucks the Devil to our Angel.  For example, I’d have a tray of their French roast coffee with the word, “Theirs,” and our French roast with the word, “Ours.”  ”Theirs” had many beans that were broken and misshapen, ours were perfect.

The tagline, since we were 75 feet from them became, “Down the street from ordinary.”  An independent marketing study revealed 70% of shoppers on the street knew that tagline within six months of launch; sales went up 50% for the year.

Some coffee houses tried to fight Starbucks by relentlessly saying Starbucks beans were burned.  This turns customers off.  Even if some may believe it, it comes across as sniping. The secret to making angel/devil advertising work is to infer about the other business without saying the other guy is rotten.

The beauty of the California vs. Nevada media war right now is they both keep it light.  That’s because Angels know the limits of comparisons, show their virtue and infer the rest. Could this work for you? Sure, if you can pick a fight and keep it light.

Learn how I turned several businesses around.

Increase Retail Sales With Jugglers

Slow sales have produced a retail sales force that is used to working with just one person. It’s like a juggler who can only keep one ball in the air. Or an ostrich with their head in the sand; they are oblivious to the rest of the customers in the store.  That can cost you sales – big time. one ball juggle

I had a business owner tell me last month that he Continue reading Increase Retail Sales With Jugglers »

Retailers Elephant in the Room – We're Just Not Into You

Ever been jilted and blame the other person for being a jerk? We all have.  Not until a good friend tells us like it is that we are not that great to be around do we look in the mirror and change.

Dear Macy’s, Best Buy, Pottery Barn and the like, now is your wake-up to look in the mirror!

For the past twenty years you have given us your idea of hearts and flowers: 20% of coupons, secret Saturday sales, friends and family nights, and shopping for charity tie-ins.  These have all danced around the elephant in the room – like having a boring date who only talks about himself, we just don’t want to visit you.elephant in room

You’ll continue to try to get us to “come home” for the holidays. When we finally break down and go, we’ll take the deals and run. Then you’ll keep contacting us like the Jon Favreau character’s awkward answering machine scene from the movie Swingers.

It’s no wonder Saks reports sales losses yesterday.  We’re just not that into you.

Many of the major retailers tout “experience” but in many cases – can we just admit it – you really are just Wal-Mart with less polyester.

The same unenthusiastic, bored employees seeing their lives slip away you’d find at a mass merchant.  The hive mentality that lets them find security stocking shelves, avoiding customers and sticking together behind the counter has left us shoppers aloof and alone.  Your pleas to return go unnoticed because we know you haven’t changed.

Sure you’ll try pop-up stores and special events like Fashion Night Out September 10 but the headlines will keep reading, Shoppers Hold Back because you hope we’ll change, not you.

The retailers that are increasing market share – and they’re out there- are taking the long view of the recession as an opportunity to change.

Looking to increase sales whether you’re a major player or mom & pop? Look in the mirror – it’s time for a makeover.  Now! Otherwise, we’ll just sit at home eating our Chunky Monkey ice cream until someone better comes along to sweep us off our feet.  And that’s the next elephant in the room.

What if we stop looking and just accept our aloneness, looking at a blue screen and shopping online?  Then what are you going to do?

Learn how to makeover your business.

©Bob Phibbs 2009