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Celebrity Apprentice Shows Weakness In Selling

imagesI was watching the finale of the Celebrity Apprentice last night. I must admit it was the first time in years. (I would commend the first few seasons to anyone trying to understand characteristics of a team though – both the good and the bad.)

I had watched it all the way to the start of Season 6, when they came to LA and made the losers sleep in tents on the lawn. The boardroom cat fights grew in length and the “reality” kept ebbing.   It seemed to become ways to pitch product placements by the seat of your pants.

Anyway it came down to Annie Duke, the world champion poker player and comedy legend Joan Rivers.  Don’t worry, I won’t give the end away.  I will say it was interesting, after a design firm pulled out of Annie’s plans and said it was due to Joan’s abuse of their designer, that Annie repeated that fact to everyone she talked to -all the way up to the final moments of the finale.  Implying that if the designer hadn’t quit, she would have done better.

I flashed on the scene in Rocky Horror Picture show when Janet Wise says three times, “If only we hadn’t ______” and the audience would yell back each time at the screen “but you did!’

For Annie, the obstacle became a badge of honor.  She may have thought of it as a way to get people to her side but it made her look weak.  In sports they call it a “losers limp.”

How many employees do you know who blame the customer for them not making a sale?  I used to hear it from salespeople on my team. The customer was a “jerk,” “too cheap,” “not ready to buy,” the list goes on and on.

The important thing to take away from this is to hire people that can take responsibility for their own actions.  And if an employee screws up, it is up to us to make sure they 1) are able to admit it, 2)they know it is better to accept that responsibility and 3) not reward blame.

To change the dialogue after a missed sale, I would ask the salesperson, “Do you think you could have done anything better?”  Many times, by asking this question, they were able to focus on the harder work of taking responsibility for the things they could change, not the easy way out of blame and “if only.”

Once the salesperson does that though, they have to let it go.  Encourage them to learn from it, but not beat themselves up over it; just prepare to do better the next time the door opens.

We Mean Business High On Tears – Not Results

There was a show on A & E last year that is still on the web, We Mean Business.  I should’ve realized the key word was mean.  Since I received contact from a guy who just saw it, I thought I’d share my thoughts about the show.

The gist is that Bill Rancic, winner of The Apprentice and a “tech guru” and “designer” have 48 hours to transform the attitude and the operations of a small independent business.  And they are all about the attitude – their own.

A & E's new show

A & E's Newest

From the moment they sweep into the shop everything is terrible and they have come from the mount to save the poor wayward fools at, in this case Berry Elegance.  The designer has to be the most annoying person ever seen on a business program.

Don’t take my word for it, look at their promos; which were worse!

I’ve done business makeovers for nearly twenty years, including for the Los Angeles Times.  They are never fun or easy but one thing I learned early on was that you don’t belittle people – especially in front of their employees.  Not here, that must be part of the “fun” of having a reality show purporting to show people how to manage their business.

What interests me about this show as well as Bravo’s, Tabatha’s Salon Takeover is that the “experts” come in, denigrate the shop, fill it with new fixtures and (since We Mean Business is sponsored by Dell – lots of new computers) they go on their way because they said that was what was truly needed.

Now don’t get me wrong, I am a big believer in sprucing up a shop. For Berry Elegance, it looks like they copied Godiva’s and it sure did look great!  Many of the ideas had merit including the use of color – if you could get past the condescension.

I think what will further 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.

They could have counseled her that a 5% online discount is worthless on a premium product. Instead of showing who’s eating them – how about trying to sell them with descriptive text?

And if you are going to have a blog Berry Elegance - especially if you are going to be on national television – update it for gosh sakes!  A & E visited them in June, the last post was March 13 – didn’t the “technology guru” think to look at their website at least once?

These reality show makeovers would lead small business owners to conclude the magic bullet is in the physical attributes of the store.  Nothing could be farther from the truth.

If you watch the follow-up clip on A & E’s site, you see how Amy, the co-owner of Berry Elegance is in just as much trouble as before but in a much nicer space.  In fact the employees and her co-owner Todd Jones have left Ms. Stipa to run the shop on her own.

Those great embroidered white chef’s aprons given as a parting gift from Bill and the gang? (Spot on Bill by the way!) Nowhere in sight.  She did hire a PR person to get in front of celebrities which got a large order – but at what expense?

The clip shows her ringing up a $6.50 sale.  Selling is a big problem for this owner which was ridiculed but largely unaddressed. My Five Parts To a Successful Sale retail sales training DVDs could help http://retaildoc.com/products/rxwhatyouget.htm .

Change takes time; meaningful follow-ups are what are needed whenever a business makeover is completed.

There are pitfalls to any business whether it is new, old, successful or struggling.  What you have to remember about reality shows is they are designed to make it look easy and to hype the tears.

And if you are looking for a host of a reality show based on results and not hype, give me a call; the Retail Doctor makes house calls.

 

We Mean Business – Missed Opportunities Still Abound

OK, so I had about a month of shows to watch on my DVR of the A & E “business makeover” show We Mean Business. I won’t go into too much detail but felt I should weigh in a few critical issues for the business owners who regularly read this blog. ( If you missed my detailed posts on two earlier episodes they appear below.)

Brownstone Pizzeria- Owners Bertha and Gunther Donoso really missed it. During this episode the team did the usual store makeover with reveal. All went well until the team, (Bill Ransic, Katie Linenendoll, Peter Gurski,) came back just one week later to see how it was going. 

Practically everything they’d put in place was gone – the new counter, the new digital camera that took regulars’ pictures and displayed them on a flat screen, the new menu, the tablecloths, the remote printers and the uniforms.  Gunther proudly told the camera he took it out within three days.  It was “too different” for him and “took away too much dining space.”  This makes for great TV but lousy business advice.

In the follow-up that you can view online we find out business is the same as before.  Yet this guy Gunther says he was thinking of opening a second store or expanding. Are you kidding?!

The crucial lesson We Mean Business needs to point out is the hard stuff – changing a business mindset.  All the Dell computers in the world won’t make a business profitable and if you can’t make the owner understand that then it is your fault Mr. Apprentice Bill Rensic .  Tactics that make an owner feel stupid or incompetent can only get you so far and often backfire.  Missed opportunity: reality check.

Wagville – Owner Julie Shine loved playing with the dogs more than working on the business. In the follow-up we hear her say she’s now more focused on trying to run the business than making sure the dogs in her doggie day spa have a good time. The team did get the crew excited to begin selling the merchandise in the store but that appears to have disappeared.  All the big bins of dog food were moved back up front because, “it was too difficult to go in the back and get them.”

One of the opportunities the team mentioned was the long check-in time.  Katie created a one-stop checkin but it was not functional during the follow up.  We also saw Julie, the owner, ordering one or two products from a catalogue in blase fashion. She seems like an average employee, not an owner fighting to save her business.

The owner must see exactly what working on their business is – aggressively promoting services to every customer who walks in, finding partner businesses to cross-promote with, having employees brainstorm new ideas.  Missed opportunity: change. 

Both of these episodes pointed back to people saying how “difficult” something was.  It’s only difficult if that’s the way you approach it.  A buddy of mine used to work pouring concrete.  One day a load of forms arrived and he said, “Damn that’s a lot of work ahead of us.” His brother replied, “Look, we’re just going to be doing forms all day. What’s the big deal? Change your attitude about it – it is a job.” Exactly, what’s the big deal? Did you want to grow your business or have the opportunity to proudly not change?

The Sensitive Baker – Sandee Hier got it. Business has gone up so she must have taken some of the advice to heart. She got the branding, she got the need to market to more than just the gluten-free crowd and she’s now got her husband monitoring her on a regular basis and has lowered her ongoing losses.  She’s not out of the woods, but I think she just might make it.

In sum? We Mean Business is still essentially an HGTV store design program with heavy Dell product placement. Concentrating on how the facility looks is a good beginning.

In my book, You Can Compete: Double Sales Without Discounting, I always start a business makeover with the facility. Those four walls both inside and out are the first things your customers see.  The second stage I work on is the people in the store; the crew and the owner.  If they can’t sell the items inside, no amount of paint and mirrors will help.  Finally after all of that work is done I tackle the marketing. You don’t invite people to a show that’s no good.

It’s a formula that has helped thousands of stores compete from some of the biggest to the smallest – whether economic news was good or bad.  It might help you too. 

After all, I truly mean business.

 

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