I think what will distance viewers is to realize they don’t have the kind of money to pour into their business for new fixtures, signage, plasma screens, registers and computers. And really, who needs to scan a barcode for a one-off shop that has very limited skus? We’re talking a shop for chocolate dipped strawberries here.
It isn’t about getting more bodies into the store; it’s how you sell those who already know you. You want to gain market share? Gain customers? Gain profits? Feel good about yourself again? Become a student of selling. Develop a selling culture like that restaurant owner in Long Beach and look at all the ways selling can be improved in your business. If you need help, remember the Retail Doctor makes house calls.
We have gotten so bad at selling anything that we can’t sell anything without a “deal.” That cripples an economy. People mark things down to make the sale, not make a living.
Sales were dropping off and the Arrow CEO saw that the trend was changing to a complete shirt. He announced to his board of directors in 1930, “We will never get there doing what we’re doing now.” That’s when something truly remarkable happened.
What I like about this contest my buddy Steve Strauss alerted me to is that it is what is RIGHT with American businesses! We hear of so many dumb things a few people do but not the innovations and smart things 90% of businesses do on a day-to-day basis. Now’s your time! It doesn’t have to be major, just “smart.” If you’d like to send to me it first, I’d be glad to give you any helpful feedback, just shoot me an email.
Consider the difference between this store in Huntington Beach, CA and the one in Hudson, NY for Lindt chocolates. On the left is the one in Huntington Beach which features cards, Korbel champagne and Lindt chocolate.
HB CVS
HB CVS
And this one on the right, same display unit in Hudson low on product with competitors cheaper products at the bottom and beef jerky taped to the side.
For retailers, we often believe the “loss leader” will increase volume but for many, particularly those without a sales training program, it erodes margins. Just because the other guy is discounting either the hot new swimsuit or the leftover Webkinz, doesn’t mean you should join them. Look at your market.
My point to you today is to decide if you are a speedboat or an ocean liner. Obama had thousands of people advising his running of the ship which is why it was an plodding ocean liner. Most all of you only have to look in the mirror and decide where you need to go then set a course.
The world is still spending on luxury. Hold on to your core customer. Sell your merch. Don’t destroy your brand by discounting. Someone’s getting the $$$ – look in the mirror – maybe its your fault.
By the time we got in the car, the owner turned to me and said, “Well they’re not such a big deal.” That was an understatement. “We could upgrade our display with something like that one on the right and it would drive sales.” Exactly and the point of the visit.
