Retail Contrarian

Musings on the Boston Marathon, self-talk, and more

A few musings as we await warmer temperatures here in the Northeast… 

Boston Marathon and a disaster plan

My heart breaks for the victims and their families after the double bombing at the Boston Marathon. I can't imagine being in the middle of that, but for some retailers it was a reality. One of the bombs exploded directly in front of Marathon Sports, an independent retailer, but fortunately nobody inside the store was hurt.

Although this sort of event is unlikely to ever hit your store, every retailer should have a disaster plan. Would your manager and staff know what to do? It's important that those in charge know that the safety of the staff and customers is absolutely the first priority. I know that seems obvious, but people don't always think logically when disaster hits.

If you don't have a disaster plan, create one this week. Then review it with your team every six months or so. We can only hope it's never needed, but if it does you can rest assured that your staff and customers will be a little safer as a result of having a plan in place.

Negative self-talk 

I recently told a participant in my Extraordinary Coaching program to quit the negative self-talk. She said more than once what a lousy manager she was. First, she wasn't a lousy manager. There are things she could do better. Second, she was taking the steps necessary to become a better manager, which is hardly the sign of a lousy manager

Negative self-talk has a huge impact on our performance. If you keep telling yourself over and over that you're not good at something, well then of course you're not going to do well. We achieve what we believe.

I don't believe it's skill that separates the good managers from the great, but self-awareness, practice, believing in your own abilities, and the ability to stop talking and take action. Stop the negative self-talk and start focusing on what you can do and become. You have so much to offer your team! I know, because I meet so many of you at events and in your stores.

Note: I am starting another Four Weeks coaching program in two weeks. At this point it is the only one I have scheduled before the fall. Contact us for details.

Apropos of nothing:

* Best idea I heard last week. The owner of a boutique delivered a loaf of fresh bread with butter to her top customers with a note that read, "You're our bread and butter, and we so appreciate your business. Thank you." Love it!

* Markdowns are a natural part of the buying and selling cycle. Too many markdowns are a problem, but any buyer or owner who sees them as an evil or as an indictment of themselves will ultimately end up being a too conservative buyer. There's a happy medium in there. As Jeff Bezos once put it: you can't spend margin. You can only spend cash.

* Last week I had to teach an employee at a shoe store how to read the device that measure's people feet. It's not like I was working with them; I was shopping with my daughter. Yikes! The goal should be to ramp up new employees as fast as possible, but at the same time you can't let them loose with customers until they can add value to a customer's experience. How well are you integrating new employees into the store?

* We're less than four weeks away from Mother's Day. For those who depend on this holiday, consider hosting some smaller events heading up to the holiday. New product introductions, meet the rep, and other events are a great way to get moms asking for the products you sell.

Have a great week! And as a friend of mine always says to me... be brilliant!

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Doug Fleener, a proven retail and customer experience expert and consultant, helps companies dramatically improve their customer experience and their results. Visit the Dynamic Experiences Group website, or call Doug at 866-535-6331 to discuss how he can help you create an extraordinary experience and results.

Musings on information and application, just looking, and more

Share or do?

One of my favorite sayings is, “Information without application has little value.” Most retailers are really good at sharing information. There are new product trainings. There are customer service trainings.  Memos.  Meetings. Videos. Online modules. There is a LOT of information available, but how much application is happening?

Whether you’re a single store or a thousand-store chain, ensuring application of new knowledge and skills is essential.  This can be done with tools and mechanisms like roleplaying, staff observation, manager and staff feedback, staff worksheets, online reporting, etc.

A training or a memo is only the starting point.  As the leader, you must put into place the mechanisms to make sure your information becomes action.  Think about that the next time you hold a training or make changes to your sales and service experience.

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Of course you’re just looking

As sure as the sign rises and sets each day, you're going to hear customers say, "Just looking." While not asking questions a customer can answer with "just looking" is key, you're still going to hear it.

The best response is to acknowledge the comment in whatever way works best for you and then add that you'll check in with her in a little bit. This way, when you reengage her you're just following up with your commitment.

Salesperson: "Hello and welcome to XYZ."

Customer: "Just looking."

Salesperson: "Great. We're glad you're here. Try on any items you'd like, and I'll check in with you in a little bit."

Now, when the salesperson reengages he isn't being pushy, he's just doing what he said he would do. Try it out, it works.

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Some things for you to chew on.....

* Smart specialty retailers are always creating a big deal out of something. That's how you drive incremental visits and word of mouth advocacy.

* The better a store, the more opportunity to improve sales and profits. While that may seem counterintuitive, great stores can drive incremental improvement. The key is to identify the areas of opportunity.

* Don't underestimate the impact display windows have on driving traffic into the store. Don't overestimate the impact display windows have on sales. Your staff still needs to convert the traffic.

* I don't believe that retail and politics are a good mix. Why alienate potential customers?

* If a manager or owner is worried about store standards and customer experience when they're not in, they've got a major issue they need to take action on.

* Sometimes it's the littlest things that help you stand out. Southwest airlines sent an email out last month with the subject line: "✔ Check Out These Fall Travel Deals -- Book by Thursday!" It's amazing how that little checkmark made that email stand out among all the others.

* Here's a great idea. Offer your customer a special offer or gift with purchase if they'll announce to their friends on Facebook or Twitter they just made a purchase in your store. Don't complicate it; just have the customer show you the post on their mobile phone.

* I don't expect you to agree with everything I write about. Heck, sometimes I don’t even agree with me. I do hope that what I write gets you thinking, and even better one or two of the ideas help your business.

Until next week….be extraordinary!

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Doug Fleener is a proven retail and customer experience expert and consultant that helps companies dramatically improve their customer experience and their results. Visit our Dynamic Experiences Group website, or call Doug at 866-535-6331 to discuss how he can help you create an extraordinary experience and results.

The 2012 birthday edition

It has been a busy week here at our house. Yesterday was my youngest daughter’s thirteenth birthday, which means that I now officially have two teenage daughters. And today is my birthday. I’m older than thirteen.

For years I have put out a birthday posting that listed the things I've learned in life, and I would match the number of items to my age.  The list was starting to get really long, so for a change I'd like to share fifteen key things that have been on my mind in the last year.

1. It’s easier to tell people what to do than to inspire them to reach new heights.  It’s more productive to inspire people to new heights than to tell them what do to

2. The need for someone to be right and someone to be wrong gets in the way of progress and success. It’s also a major stumbling block when working with an unhappy customer.

3. Don’t let your competitor dictate your strategy. Play to your strengths while adjusting to consumer and technological changes.

4. I’ve always said that as a leader you’re responsible for what you say to people, but you’re not responsible for what they hear. I also believe that the more you understand the other person’s perspective, the better you can shape what you say.

5. As a leader you can never talk too much about your customer or the customer experience.  The same holds true for the employee experience.

6. Politics are more divisive than ever.  While everyone is entitled to his/her own opinion, I think it’s healthy to keep that opinion out of the store.  Just my opinion….

7. The difference between a great and an annoying store experience lies mostly in the attitude of the staff.

8. It’s easy being the leader when everything is going well, but is through adversity that we grow and develop.  Former Red Sox manager Terry Francona once told closer Jonathan Papelbon that he would have to learn how to fail before he could learn how to succeed.

9. Grow yourself first, and then your staff.  Sales growth will follow. Too many owners and managers think personal development is only for the staff.

10. A lot of people focus on what’s wrong versus what’s right.  I think we’re more successful when we focus on what we do well and what we can do even better.

11. You don't have to believe or agree with everything you read, but you can always use it as a basis to form your own ideas and opinions.  That's the entire philosophy behind the Weekly.  I'm not sure I always agree with me.

12. You’re always going to be more successful when you spend more time talking about the solution than the problem.

13. Never underestimate how important being nice to people is.

14. A friend of mine once told me that while he had not yet become the man he hoped to be, he’s happy because he’s better than the man he used to be. I try to remember that every day.

15.  I’m truly grateful for my friends, family, clients, readers, and followers.  I appreciate everyone who has played a part in my life this year. Thank you.

16. Go above and beyond whenever you can.

Have a great week!

- Doug

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Doug Fleener is a proven retail and customer experience expert that helps companies dramatically improve their customer experience and their results. Visit our website or call Doug at 866-535-6331 to discuss how he can help you create an extraordinary experience and results.

Assorted musings from the road

Two weeks I was checking into a hotel and noticed that the front desk employees were all wearing big buttons with different numbers on them.  One person was wearing 26, another's button read 52, and the third was wearing 94.  I approached 94 in case they were displaying their recent mystery shop scores.

When I asked about the numbers the employees sighed almost in unison, and 94 told me the numbers were based on the 100 things that make their property unique.  Each employee then begrudgingly shared his/her number.

I like the idea of getting the employees to engage the customers on the uniqueness of the property, but very few people feel good about wearing company buttons.  I'll never forget the time I asked a store employee about the button he was wearing and he replied, "It should just read I've got a loser job."  I don't think he had a loser job, but the button sure did nothing for morale.

I'm not totally anti-button (although I'm close), but it was a great reminder that our employees need to feel good about the customer engagement and marketing programs we create.  I'm sure someone at this company's corporate office thought this number campaign was brilliant, but it didn't look so smart when #26 looked like she was being tortured as she shared her line on what made the property unique.

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One way we can differentiate ourselves in the market is with premium offers and services.  One of the fastest ways to disappoint, or even lose, a customer is to fall short in these areas.  Sadly, there are no points awarded for effort.

Here's an example from the road.  For the last few days I've been staying at the Venetian hotel in Las Vegas.  One of the premium amenities is an in-room printer.  That's a big deal for a road warrior like me.  Now I can print client documents and boarding passes right in my room. Well, I could if the printer wasn't out of ink.

So now I'm disappointed that the printer doesn't work even though I didn't even expect a printer in my room.  There are no points for effort.

What are some of the premium or unique things that you offer?

Free gift wrapping, or offering to carryout a customer's purchase?  You can't be too busy to ask.

Free drinks?  Either you do it or you don't, but if you do and you don't offer a beverage to every customer you could lose one of those customers who isn't offered something to drink.

It's almost unfair that you could lose a customer because you didn't do something once that practically every other retailer doesn't bother to do at all.  Then again, we score the points and they don't.  Remember, there are no points for trying.

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A shuttle driver at the Doubletree hotel in San Antonio totally exceeded my expectations. I was told at the front desk it would be a twenty-minute wait for the next shuttle to the airport, but the driver who was standing there took the initiative to take me immediately since it was only a five minute ride. Talk about making my day!

Here's where it got strange. The front desk clerk actually questioned him in front of me about whether he really wanted to take me to the airport. Hello!!! I'm standing right here. One employee is trying to deliver a great experience and the other one is trying to talk him out of him it. You can't make this stuff up.

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I love when retailers promote in their newsletter and Facebook the things they do to make their stores a great place to work.  Daily Take Five reader Tanya Burmaster, owner of baby store Snuggle Bugz, recently posted this on her Facebook page.

Just heading out to make a surprise pancake breakfast for our staff meeting at the Burlington store this morning ... should be a blast! :)

Now check out a few of the responses:

Lisa G. I wish I worked for a company that did that for its staff! :)

Nicole G. I'd like to work at Snuggle Bugz. Sounds like a great place to be employed!

Oakville Moms. You guys are so nice to your staff! Great job!

Of course Tanya couldn't let that one slip by.  She responded:

Well, we are hiring!  If you know anyone that is looking for a job have them check out our website.

Imagine all of the positive impressions this post made.  The more you share about your store and your fabulous team, the stronger the connection you'll make with your customers.  Well, within reason.

Have a great week, and I hope to see you on the road.

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Doug Fleener is a proven retail and customer experience expert that helps companies to improve their on-floor and management performance. Vist our website or call him at 866-535-6331 to discuss improving your company's experience and results.

25 Ways to Increase Your Sales Today

1. Sell more. (Sorry, I couldn't resist.)
 
2. Be "on" from the moment you walk onto the sales floor.  You have an important role to play so play it well.
 
3. Be genuine. If you can't, you need to change either your attitude, mindset, or job.
 
4. Never stalk a customer.  If when you first engage a customer she gives you the cold shoulder, back off and give her a chance to get comfortable in the store and to see for herself that you're different from most salespeople.  The way you engage others allows them to experience for themselves that you're interested in them as a person, not just as a customer.
 
5. Skip small talk and engage with purpose.  For most of us that means developing a relationship with our customer and making sure he/she has a great experience in our store. Remember: never ask a customer a question if you don't care what the answer is.
 
6. Listen more, talk less.
 
7. Never talk over your customer.  It's not only bad manners but it tells her you're not listening.
 
8. Don't show products, sell them.  The difference is that when you're selling a product it means you know enough about the customer to choose the right product for him.
 
9. Focus the conversation on the outcome of the product and its benefits.  As an example, people don't buy luggage for the sake of buying luggage but because they wish to transport clothing and other belongings from one location to another.  Focus on how the end result at that destination will be enhanced because of the product itself.
 
10. Assume the customer is buying.  Remove the idea that anyone is a "looker."
 
11. Do something nice and unexpected for your customer.  It will almost always result in a stronger relationship.
 
12. Never ask a customer how he's doing. The phrase is trite, completely overused and most people who ask it don't really care about the answer.  The same is true with "May I help you" and "Can I answer any questions."
 
13. Don't over greet or over welcome your customer.  Once a customer is well into the store a simple smile and "hello" is sufficient.  Customers would rather be ignored than greeted excessively.
 
14. Having a large selection of products for the customer to choose from increases the likelihood that the customer will make a purchase.
 
15. Reducing the number of products you show a customer increases the odds of making a sale even more.
 
16. Recommending one or two of those products improves the chance even more.
 
17. Skip telling the customer everything you know about a product.  Instead give them the information they need to make an informed decision.
 
18. The only way to be able to do that is to gather information from the customer. That's why just showing products costs sales.
 
19. Help the customer make the purchase.  If we've done our job it is only appropriate to give the customer an opportunity to buy what we're selling.
 
20. Forget trying to "add-on" to a sale.  That's completely internally focused and self-serving.  "Enhance" the customer's life with the products they're buying and you're guaranteed to sell more.
 
21. Don't stop enhancing until the customer says so.  We like to compare it to the all-you- can-eat buffet.  Your customer will tell you when he's full.
 
22. Use the kind of manners during checkout that would make your mother or grandmother proud.  Use a lot of "please," "thank-you" and "you're welcome."
 
23. Always see a customer bringing a product into the store as an opportunity, not a burden.  Assume it's a return until you've learned otherwise.
 
24. Follow-up a customer's purchase with a thank-you note, email, or phone call.
 
25. Contact a good customer to tell him about something new in the store and why you think it's something he would like.
 

26. Always go above and beyond for every customer.  If it doesn't result in a sale today, it will tomorrow.

You Won't Believe This and Other Musings

One of our readers was shopping in what she describes as a nice clothing/gift store in Texas when she noticed an employee wearing a rather unique necklace. She even got the employee to pose for a picture. (I've blurred out the young woman's face for privacy reasons.)
 

 

That's right, this retail salesperson is wearing a necklace that says "You Suck."  Is that unbelievable or what?  But wait, there's more. When Diana told the woman she found the necklace offensive the employee said she could have worn another one that includes the F word. Alrighty!
 
If anything it makes you appreciate your staff even more!  Unbelievable.

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In last week's Time magazine, novelist James Patterson is asked what he would say to critics like author Stephen King who say that Patterson is not a great prose stylist. Patterson replies, "I am not a great prose stylist.  I'm a storyteller. There are thousands of people who don't like what I do.  Fortunately, there are millions who do."
 
I love it.  A lot of retailers want everyone to love their store.  They want every customer to think their products are fabulous and their staff is incredible, and they're practically offended when someone doesn't absolutely love the store.
 
Trying to be all things to all people is a path to mediocrity. We'll always find more success in being an extraordinary retailer to a targeted group of customers than being an average retailer to everyone. 
 
I know it's hard to miss sales and see customers walk out empty-handed, but you have to remind yourself they're not your customers.

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Shooting video for your Facebook page is easier than you think. Watch this two-minute video to learn how.
 

The total time to produce this video was less than 15 minutes.  It only took a few minutes to shoot and about ten minutes to load on to the computer and upload to YouTube.  After that, it's a simple link on your Facebook page.
 

Is the video perfect? Of course not. There's a lot I would change including the road noise. But you don't need a perfect video. When you shoot video in the store it's okay that you can hear customers and employees. While I wouldn't put something I shot in one take with no editing on my homepage, but for the purpose of engaging your Facebook fans, it's fine.

 
You can learn about the Kodak Zi8 Pocket Video Camera I used to shoot the video here.

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Apropos of nothing:
 
1) Unless you're a mind reader, you need to ask your customer or employee what they're thinking or if they like something.  Anything else is an assumption that may or may not be correct.
 
2) I still don't get why more companies aren't green, or don't display their green initiatives. I bet fewer than 10% of the hotels I stay in have recycle bins in rooms. Show your green!
 
3) Trying to complete a sale by lying to the customer about how many of a particular item is in stock is just wrong.
 
4) When's the last time you watched - really watched - your customer traffic patterns in the store? Sometimes our primary displays aren't in the primary position.
 
5) Will free Wi-Fi at Starbucks be a good thing or a bad thing?  I guess it will depend on whether or not you have a table or not.
 
6) I just spent a few days in Times Square.  Anyone who can run one of those stores is a retail hero in my book.
 
7) I wonder where one buys a necklace like that?
 
Have a great week!

 
- Doug Fleener