10 last minute ideas to drive holiday sales!

Need some easy ideas to bring more traffic and sales to your store? Here you go!

1.  Prime your Facebook page
If you're going to start posting offers or flash sales, get page engagement up first so your future posts will get better traction. You can:
Post simple questions
Are you in the holiday spirit? Comment below

Or offer a giveaway
Comment below for a 10% off coupon

Once engagement is up, start your flash sales or other important postings.

2.  Get attention with a flash sale
Now that you’ve primed your Facebook page, hold a flash sale with offers available only to your social media followers and email subscribers.

A couple of tips:
The items you sell should be limited in quantity and available only for a limited time. This creates a sense of urgency.

You can have a flash sale for one day, or one day a week, or 7 days in row -- whatever you choose.

Promote the sale heavily ahead of time with multiple posts and emails. Remember, people are busy this time of year.

When an item is sold out, promote that as well. It reinforces the fact that quantities are limited!

You don't have to have e-commerce capabilities to have a flash sale. People can call in to reserve their purchase with a credit card and pick up in store.

Make sure the deals you offer are attention getting!

3.  Prep for weather-related issues
There's a good chance there will be some sort of weather-related problem between now and Christmas. Rain, snow and sleet can negatively impact your revenues.

Take a few minutes now to plan out a weather contingency promotion to create sales even when the weather doesn't cooperate. Here are a few ideas:

Prepare a Snow Day social media flash sale
Create the ads and emails with the deals ahead of time. Direct customers to a landing page to purchase or have them simply message you complete the purchase. Emphasize these are limited time offers customers can take advantage of while staying cozy and warm at home.

Offer video shopping
If you can make it into your store, send an email blast and post on social media that you are available to video shop and will have all purchases ready and wrapped when the weather improves.

Restaurants - promote delivery
Text, email and post to remind customers about delivery opportunities.

Don't just sit back and let the weather play havoc with your sales goals!

4. Grab and Go
With each day that passes, customers get more stressed and pressured to finish their holiday shopping.

Be sure to create a "grab and go" display of popular gifts, ready and wrapped. Offer gift baskets that are fun and unique! Add toy options that relate back to your business (i.e. toy tool kits at hardware stores). Restaurants can offer a "to go" dessert with each entree purchased.

Grab and go's are appropriate for every type of business and provide a solution for which customers will be grateful and can add substantially to revenue.

5. Sell gift cards. Every. Single. Minute.
Nearly 50 percent of gift card holders spend more than the value of the card and 75 percent of those spend 60 percent more than the value of the card! Cards don't just increase holiday sales, they bring customers back after the holiday!

Create a bonus offer on gift card sales. For example, buy $100 and get a $20 bonus card.

Offer a bonus gift card with purchase.

Train your employees to ask every single person if they’d like to purchase a gift card.

Find a way to cleverly wrap your cards so customers feel good about the purchase.

Promote, promote, promote, promote!

6. Email your VIP customers
Segment the top 20 percent of your customers and start emailing them unique messages.It doesn't necessarily need to be about discounts. Try promoting a special service or opportunity just for VIP's, perhaps a private shopping event, personal shopping or simply, "We're here to make your shopping easier!"

Let your best customers know you care about them and are there to help.

7. Hide a toy
Parents are always looking for special experiences for their kids over the holidays! You can make that happen simply by hiding small toys or gifts throughout the store. Small promotions like this insure guests will spend more time in your store and perhaps find their own treasure to purchase. Enhance the promotion by offering to donate a toy to charity for every toy found in the store. It's a simple and inexpensive way to drive traffic, create goodwill and put a smile on customers' faces!

8. There's nothing that makes people want something more than knowing others want it too!
Keep your followers updated on what's hot at your store or restaurant. Whether it's the most popular flavor of ice cream, a sweater that's flying off the shelves or a gift item that customers are raving about -- post about it.

9. Last minute employee bonus
Get your employees motivated with last minute bonus opportunities. Whether it’s $25 for exceeding gift card sales or a more substantial percentage of over-budget sales during the last week of the season, give them a little push to keep momentum up during the last days of the holiday selling season.

10. Be responsive
With more traffic in store, you’re probably focused on on-site customers and attending to their needs. But you also need to be prepared for an onslaught of inquiries from multiple platforms. Whether it be by email, Facebook messenger, Instagram DM's or through your website, customers will start contacting you 24 hours a day with questions ranging from your hours to product availability.And here's the thing -- when these digital questions are asked, customers expect an immediate (or reasonable) response time or they'll just move on.

Be sure to assign staff members to monitor these platforms continuously and offer timely - and engaging responses. For example, if you received an inquiry as to whether or not a product is in stock, don't just reply, "Yes." Ask the customer what time they'd like to pick it up! Online channels are a gold mine of potential business not to be ignored!

Wishing you a great holiday season!

Until next time remember,
You can do this!
Angel

5 ideas to make Small Business Saturday your day!

Locally owned businesses are hot! Thanks to a decade of shop small messages, consumers are better understanding the positive impact shopping small can have on their community.  

You can capitalize on the momentum by actively participating in Small Business Saturday. 

According to the 2018 Small Business Saturday Consumer Insights Survey, produced by American Express and NFIB, 104 million shoppers spent a record high of $17.8 billion on Small Business Saturday last year. But there’s an even more important reason than one days sales for making this “holiday” your own. According to a survey by Reliant Funding, a staggering 83 percent of customers say that Small Business Saturday encourages them to support a local business year-round.

So if you’re a locally owned retail or restaurant, stay out of the Black Friday fray and go all in on November 30th on the holiday designed just for you!

1.  Start here
Go to the American Express website to claim your free collateral and business listing. https://www.americanexpress.com/us/small-business/shop-small/studio?intlink=us-mer-sbrc-sbs-studio

2.  Create special offers designed to bring customer in – and return.
Deep discounts aren’t always in the best interest of small businesses so create innovative opportunities designed to get customers in for the event AND bring them back again on a later date.

• For every $100 you spend get a $20 gift certificate to use later.

• Triple rewards points to your loyalty members (and anyone who signs on)
  on Small Business Saturday.

• Restaurant -purchase a meal and receive a gift certificate for use on your next visit.

• Salon/spa - Pre-book your December appointment and get a free blowout or mini massage in January.

• A free gift with purchase.

• Make a charitable donation for every purchase

• Free service with purchase (for example, if a customers buys $250 in
  clothing, they can make an appointment to come back in for a free styling session.

If you do want to discount, think about limiting sales to certain items or category or items or certain day parts. Remember, you don’t have to put your entire store on sale or compete with Walmart to be successful. Create offers that resonate with your customers and make your store stand out!

3.  Make it a special day

Make Small Business Saturday and festive and fun experience. Offer hourly raffles or deals, entertainment, and refreshments. Hide a toy or small gifts inside your store for visitors to find. Show off your personality and your store far beyond the price tags.

4.  Promote

Promote big and promote often!  Post your event on your website, send multiple emails to your database and post on social media. Change your Facebook header to a Small Business Saturday message. Create a Facebook event so people can show interest. Use plenty of in-store signage. Let people know your store or restaurant is THE place to be on Small Business Saturday.

And most importantly, deliver your personal backstory. Let people know more about you, your commitment to the community and why you love what you do. It helps customers feel good about buying from you.

5.  Collaborate and co-promote
If your center has a number of locally-owned businesses, pull them together to make a bigger impact by cross-promoting the entire group of small businesses ready, willing and able to service customers on Small Business Saturday.

November 30th is your opportunity to bring your small business front and center as an important part of the community and one people can feel good about patronizing!

Until next time, remember…
You can do this!

Angel

How to get your staff into the spirit of selling more this holiday!

Looking for ways to get your staff pumped this holiday season?  I know one surefire way to light a fire under them….and that’s pay them!

Even if money is tight, there are ways to incentivize your staff to sell more without it being a drain on cashflow or margins.

Even if you don’t ordinarily have a bonus program, there’s no reason not to implement one this holiday season.

Most retailers earn 20-30 percent- or more- of their annual revenue during the holidays.  This is the time of year you want to maximize every single sales opportunity! And incentives are a great way to motivate staff.

Here are some DO’S and DONT’S for setting up a successful bonus program.

DO
Understand what motivates your staff. What makes them drool? Depending on their age and tenure, it might be time off or perks like gifts or gift certificates. It doesn’t always have to be money.  

DON’T
Just offer a reward on a blanket sales goal.  A bonus program needs to work on both sides. That means your employees get incentivized for meeting their goals – and yours!

Let’s say for example, last year your sales were $100,000 during the holiday season and your goal is to increase that number by 20 percent this year to $120k. Your staff incentives would be based on achieving or exceeding this year’s goal. That way any additional commission or bonus you’re awarding is coming out of new revenue.

DO
Consider segmenting. Let’s say you’d like to grow sales for a new line or service. Perhaps you’d like to increase average sale. You can create a bonus program around any specific segment of business or goal you’d like!

DO
Tier the bonus structure. Add an even more delicious opportunity for your staff after they’ve hit the goal. Using the example above with a goal of $120k, add an additional incentive if you reach $130k. In sales, we call that a BHAG (Big Hairy Audacious Goal.) You’d be amazed at the enthusiasm you can generate around a big, fat opportunity.

DO
Train. Train. Train.
Just implementing a program isn’t enough. You need to host regular training to you’re your staff achieve their goals.

DON’T
Be afraid to instill a little competition among your staff. Most owners I work with are afraid that competition is divisive but it can create a ton of energy and ultimately, great results!

DO
Make sure your goals are reasonable and achievable. Goals should be a stretch but not so stratospheric that they can’t possibly be met. If your goals are excessive, it will have the opposite effect of motivating your staff…it will discourage them.

Good luck in putting together your bonus program! If you have any questions, email me at success@angelcicerone.com

Until next time remember,
You can do this!
Angel

Is BOPIS right for your store?

Buy Online Pick Up In Store, also known as Click- to- Collect, is gaining traction with consumers and it’s easy to figure out why. They can purchase their desired products online 24/7 and be assured it will be at the store when they get there. It saves time, shipping costs and the customer can return it instantly if it doesn’t fit or meet their expectations.

BOPIS provides a frictionless experience for those who demand both the convenience of online shopping and the instant gratification of in-store shopping. It eliminates friction and importantly, the disappointment of finding the product isn’t available after driving to the store.

It’s a great benefit to the customer but perhaps, an even a bigger boon to retailers because 67 percent of BOPIS customers make additional purchases in store.* BOPIS gives you a competitive advantage by offering customers options for purchase and truly leverages your physical presence.  Plus, it’s important to get on the bandwagon now because according to Retail Touchpoints, 90 percent of all retailers will be offering BPOIS by 2021.

But I don’t sell online!

You don’t have to have a full ecommerce program to enjoy the benefits of BOPIS. Consider offering only best sellers for sale on your website or create a simple Facebook or Shopify store. Create a curated mix of best sellers, special offers or exclusives as part of your BOPIS program. By utilizing today’s easy- to- use and inexpensive online platforms, you can enjoy the benefits of omni-channel retailing without the expense of a full online store.

Best practices
Here are a few tips to make your BOPIS program effective.

Service
Provide a high level of service to customers who come in to pick up their purchases. Don’t just hand off the package. Train your staff to review the purchase with the customer to insure satisfaction and use the interaction to begin discussions about upsell and future purchase opportunities.  

Incentives to increase sales
There’s a good chance the customer will make an additional purchase while picking up their order, but if you want to create an additional incentive to do so, offer a bounceback during the pick up transaction valid for additional purchases only on the day of pick up.

Promote
As with any new service, promote it like crazy. Use all your digital assets, including website and social media, emails plus in-store signage and flyers with purchase to advise customers of the new opportunity.

Test before and during the holidays

If you decide to offer BOPIS this holiday season, be sure to take your systems for a test drive before the roll out. Who will be responsible for monitoring orders? Pulling and packaging items? Staff training? Marketing? Be sure your logistics and in-store experience is fine tuned to delight the customers and leave them wanting more!

*International Council of Shopping Centers, 2019

Creating a Signature Holiday Promotion People Will Talk About

There’s a German restaurant in NYC named Rolf’s that’s been a neighborhood staple for over 40 years. During most months, the establishment attracts a small, local crowd. But in the fall and winter, people line up around the block for hours just for the opportunity to warm up over a drink while taking in one of the most elaborate Christmas displays imaginable.

You see, every year Rolf’s transforms from a rather unassuming restaurant into a winter wonderland. Virtually every inch of every surface in the restaurant is decorated.   What used to be a holiday business booster has expanded to an annual event that draws interested locals and tourists for nearly half the year.  Rolf’s has grown its signature promotion to such an elevated level that it has become a “must see” in NYC.

As you plan for this holiday, why not think about creating your own signature promotion?. This is about much more than stringing some lights or offering free gift wrap. This is the type of promotion you can build on year after year and resonates with your community.

As you start planning here are some basic tips to creating a true signature promotion:

It becomes synonymous with your brand
It can build in importance and/or scale over time
    It is unique or at least better executed than others like it
    It is buzz worthy
    It draws new customers and is responsible for an increase in business.

You’ll need to consider the size of your store, target audience, nuances of your community, your personal talents and passions as you develop this idea.

Here a few ideas to start getting you inspired.

Add a service

Create a “send us your list” service through which you pull appropriate gift items and have them ready for review during a scheduled private shopping appointment.

This is personal shopping at the highest level!

Give them a reason to come in-store

Create a video station where customers can create video cards to send to friends and family. Go all out with props and décor. If you live in a military town, they can send the videos to their loved ones and you can show them in-store to honor those in service.

Align with a charity

Make it meaningful. If you’re going to raise money for a local animal rescue, be sure showcase adoptable dogs regularly and even dress them for the holidays. 

Whether you’re raising money/awareness for vets, children, animals or hospitals, be sure to include those who are affected to bring humanity to the effort.

Consider putting a cash value on loyalty points and allow customers to donate those points to a charity of their choice.

Everyone collects food and toys for charity during the holidays. Your job is to make an impact.

Exclusive offerings

Create a mini-gallery, showcasing local artists/artisans throughout the season.  Make sure the objects are exclusive to your store. Have visitors vote on their favorites and award prizes to the winners.

Remember, your signature promotion doesn’t have to be about the holidays but something you do to mark the season. Notoriety doesn’t happen overnight. But if you start thinking about this as a long term project and invest the time and effort, perhaps one day you’ll have a line out the door as well.

www.rolfsnyc.com

More isn’t More. What you can learn from Costco and Trader Joe’s.

I’ve been obsessed with reading about Trader Joe’s and Costco lately. We can learn a lot from these stellar companies, especially the way they so thoughtfully manage their product selection.  The key to their success  (and it’s not rocket science) is they offer what customers want to buy or at the very least, what customers think they want to buy (no one really needs a 25-pound tub of peanuts, right?)

The average Costco warehouse stocks only about 3700 SKU’s in a 144,000 square foot store. Just to give you an example of an extreme “more is more” mentality, I worked with a 3,000 square foot. toy store that stocked 4200 SKU’s! Visitors were so confused they just turned around and walked out.

Most examples of “more is more” aren’t this extreme but I see it all the time with my clients. An addition of a line here, a few new menu items there and none of it pays off in the end! The reason?

People don’t want more choices. They just want what they want!

Barry Schwartz, author of the Paradox of Choice, says too many choices can lead to decision-making paralysis, anxiety, and stress. By proudly offering a smartly curated collection of items that target your ideal customer avatar, Schwartz say you are claiming, “You can’t have everything but everything we’ve got is worth having.”

Are you guilty of the “more is more” mentality? If so, it probably a sign that either don’t know your customer as well as you should or don’t have confidence in your ability to purchase on their behalf.

But with a little research and a bit of confidence, you can get past this. And you really should. After all, your ability to purchase properly for your customer is the key to improved sales!

Here are a few tips to get started.

Pull POS reports of your top 20% sellers
Analyze them for 3-6 months. What do these items have in common

Were they in the same price range?
Were the majority sold to your best customers?
    Regular customers?
Were they all displayed in the same area or the same way?
Are the similar in nature or pricing?
Were they mostly sold by the same person?

You get the idea. Do a forensic deep dive into what’s selling to whom, when and why.
Yes, it takes a little effort but this is your business!

Now take a look at your bottom sellers
Can you find commonality in the items that always end up on the sale rack or rarely move?

 Put those bottom sellers on sale or take them off your menu! You don’t need them. They’re messing with cash flow and making your business less exciting. Going back to the toy store example, a sale- by- item report revealed only 1800 SKU’s had sold more than one in 6 months. That means more than half his stock never moved! His overbuying was killing his business.

Ask people what they want
I love the idea of doing short, in person surveys with customers and visitors. Just a few questions will get you a lot of information. Find out what types of items they like. The price points. How often they buy. How they use your products. Retail stores and restaurants are mini research labs. Every person that walks in can give you valuable feedback that will help you fine tune your selection to the point

Search for the unicorn
Once you’ve done the research and are more intimately connected with your customer avatar, look for one or two items that scream, “I know you and I know what you want.” In today’s retail environment, you have to find ways to distinguish yourself and the way to do that that is finding a few things that are exclusive to you and resonate beautifully with your tribe.

Take the time to go through the process. And don’t be afraid to offer less, especially when less can translate to improved sales and more loyal and emotionally connected customers. The last thing anybody needs is more stuff. They can go to Amazon for that!

Until next time remember….
You can do this!
Angel

Read more about Costco and Trader Joe’s.

https://www.businessinsider.com/trader-joes-how-gets-you-spend-money-psychologist-2019-1

https://thehustle.co/costco-membership-economics/amp/

Download my Customer Avatar Worksheet

Click here

Take a hot minute to figure out why you don't have enough time!

Warning! This blog contains tough love.

When you tell me “I don’t have time,” I get a little nuts.

  I don’t have time to implement new ideas.

I don’t have time to study my POS reports.

I don’t have time to map out a social media strategy.  

I don’t have time to run my business correctly!

WTH?

I’m not completely insensitive. I get that you’re busy. And overwhelmed. And perhaps confused about which step to take first.  So here are my best pieces of advice to help you dig out of the time spiral.  

1.  Put on your CEO hat.

Remember, you are the only one with the power – and the responsibility – to turn your business into everything you want it to be.

If you’re inundated with details and non-revenue producing tasks, it’s time to recalibrate.  Your job is to steer the high level thinking that produce maximum sales results. This is a non-negotiable.

2.  Stop.

Now, take a hot minute and figure out how you are spending your time. Keep a running daily calendar of tasks for about a week.  How much time are you on the sales floor? Doing administrative work? Ordering? Paying bills? Scheduling? Training? What is eating up your time? (BTW, serving your customers shouldn’t be considered a time suck. That’s kind of why you’re in business, isn’t it?)

3.  Figure out what you like doing.

What made you want to get into business in the first place?  You are, after all the CEO of your company and running it shouldn’t be torture. You should be able to do the things you like and enjoy — and are good at!

4.  Get creative about finding help.

How can you offload operational tasks and the duties you hate or aren’t great at when you can’t afford extra help?

Utilize current employees.
Most stores and restaurants have slow times and you can schedule certain tasks during those hours. Get your employees on board with a list of operational duties. Just 30 minutes per employee can make a huge difference! They can do everything from prepare weekly schedules to taking photos for social media posts to merchandising and reviewing POS reports for trends and opportunities.

If you need more help and can’t afford it, start small.
For example, maybe you can’t afford a social media consultant or visual designer, but you can afford to give one of your employees an extra two hours on the schedule each week to free up your time to do this. Use the time to attend a networking breakfast plan your marketing for the next quarter or create your social media posts. That’s certain worth an extra $20 or $30!

Hire a virtual assistant
For about $25 and hour, you can have a remote assistant a couple of hours per week to handle routine and recurring tasks. 

Even if money is tight, don’t let a $50 or $100 investment get in the way of y moving your business forward. You have to shake the tree a bit to create change.

Small expenditures can have a domino effect – to help increase sales and then, in turn, afford additional help.

5.  Calendar essential tasks

Now that you’re paying for some help, take full advantage of that extra time.  Paying an employee an extra two hours? Be sure to calendar those hours for yourself. Use them to work on the CEO tasks you’ve identified. Make that commitment so you don’t get sucked into the menial again, defeating the purpose.

6. Commit to making the short term sacrifices.

If your business is failing or flailing, you have to work right now, this minute, to improve it. There is no time to waste or complain about not having time! Doing the same thing over and over again isn’t going to affect change!

Make that full court press to improve business…and make it quickly. It may take a few sleepless nights or some really busy weeks but the results will be worth it.  Not prepared to make the sacrifice? Well, then you should probably reevaluate being a business owner because there will always be cycles of ups and downs that will make extraordinary demands on you.  It’s the nature of the beast.

7.  Ask yourself every day, “ What did I do today to move my business forward?”

When you look at your daily ”to do” list, start with the items that have the potential to improve your business. It’s that simple. At the end of the day, as long as you’ve done something that builds on your business potential, you’re good!

Owning a business is hard work.  So now you have two choices. The first is to make the time to dig in and get it done. The second choice is far less appealing.  

Until next time, remember…
You can do this!
Angel

How to Create an Easy and Effective Community Donation Strategy for Your Store or Restaurant

You’ve probably been approached hundreds of times to participate with local charities and asked to do everything from donate merchandise for silent auctions to springing for sponsorship dollars, organizing walking teams and buying tables at banquets.

Before you spend another dollar, take a minute to think about how you give your money, merchandise and time.

There are two ways to approach charitable giving. The first is altruistic. If you have a cause or passion in which you want to participate because it’s meaningful to you, by all means, do so. This is not a business decision, it’s one that comes from the heart.

The second is using charitable involvement as a business builder. For the purposes of this discussion, we’ll talk about the latter.

Let’s start with merchandise and gift card donations.

I highly recommend creating an annual budget and formal process for giving donations. This allows you to handle your giving gracefully and without creating bad feelings. You certainly don’t want to offend representatives of local organizations by having them think you are snubbing them or don’t take your community participation seriously. After all, they may be potential customers.

To avoid an uncomfortable situation, create a charitable donation request form for the organization to complete including their charity name, contact person, reason for the donation (i.e. silent auction, raffle, etc.), purpose of the charity, how long in business and their 501(c)3 number which a legitimate nonprofit must have and finally, what type of recognition you will receive for your donation, i.e. logo on all event marketing, signage at event, etc.

Explain to them:

•      As a small business, you have an annual budget for charitable giving

•      All requests must be submitted in writing

•      You evaluate all requests monthly, make your choices and will notify them of your decision at that time.

Be sure to review these forms on a regular predetermined timetable and notify all applicants of your decision.

The formal process will help mitigate bad feelings from the rejected parties and help you make the most of your charitable contributions.

Get Creative

There’s no law that says you need to give money or merchandise to support your local non-profits.  Think about:

Volunteering

Can your staff help at an event or fundraiser?

Creating an experience
How about a free wardrobe styling or haircut?  A cupcake baking or pizza making lesson? These experiences have great perceived value and help to build a one-on-one relationship with the potential customer.

After the giving

Keep the momentum going by continuing to yourself and your selected charities. Post signage in your store about upcoming events that your involved in. Promote them on your website and social media as well. At the end of the year, compile a list of your selected charities and encourage customers to include them in their charitable giving.

Bottom line

Take a few minutes to create a process and through in a couple of creative ideas. It will save time, make your store or restaurant stand out from the fray of ordinary gift cards givers and establish your business as a valuable member of your community

If you’d like a free copy of the Charitable Donation Form Template, go to https://www.angelcicerone.com/charitable-donation

Until next time remember, you can do this!
Angel

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9 Deadly Retail Customer Service Sins

Personalized service and attention is the hallmark of small business and customer satisfaction is the key to retention. Is your staff doing its part to promote loyalty? Keep a careful eye out for these transgressions in your store or restaurant.

9 Deadly Customer Service Sins

1. Making a customer wait to pay
    Whether it's a line at the cashwrap or waiting for the check in a restaurant, 
    making a customer wait to pay leaves a very bad last impression and 
    spoils an otherwise pleasant experience.

2. Associates chatting on cell phones or texting
    It's not just enough to have a no cell phone rule. You need to enforce it! 

3. Not having a customer's best interest at heart
    People are intuitive and know if you're efforts are insincere. Service and hospitality 
    come from the heart. Hire only those who care about an excellent outcome 
    for every customer.

4. No suggesting alternatives/upselling
    Visitors truly want to find the perfect item or service. Not making recommendations on 
    how you can potentially fill their desires is a disservice to them.

5. Ignoring a customer
    Pretty much says it all.

6. Not resolving complaints quickly and to the customer's satisfaction
    Would you rather be right or keep a customer? The choice is yours.

7. Sales associates don't have product knowledge
    One of the big reasons people patronize independently owned businesses is for depth 
    of product knowledge not found in impersonal, larger stores.

8. Not validating a customer's purchase
    A customer should be congratulated for every purchase in your establishment. 
    "You're going to love this."  "I know you'll be happy with this."  
    In other words, you've made the right decision shopping with us!

9. Pre-judging the customer's desire or ability to buy
    We don't judge in sales. We assume everyone is a potential customer and work 
    towards that inevitability. Even those visitors who seem difficult or distracted may be 
    back another day ....if treated well.

The best way to insure great customer service is to make it the cornerstone of your store's experience and consistently train staff in the skills and attitude necessary to provide an exceptional experience.

Until next time remember,
You can do this!
Angel

How does your store make money?

One of the most common mistakes I see with small retailers is the failure to analyze sales revenue.  They may know top line sales and bottom line profits, but don’t take the time to understand the exact composition of sales.  Are you selling to new or existing customers?  Do you sell more of item A or Item Z or items A and Z together?  What is the average sale or sale per employee?

Ask the typical small store owner if they track Key Performance Indicators (KPI’s-see list below) and they answer, “It’s all in my head.”  With this tracking method, they’re probably missing out on some extremely important -and easy- ways to increase revenue.

KPI’s provide POWERFUL insight that can help determine targeted marketing solutions, pricing strategies, hiring needs, new revenue opportunities and a host of other strategies that can result in increased revenue and decreased expenses.

KPI’s are easy to track with point of sale software by simply inputting correct and detailed information for each customer and learning to pull the appropriate reports daily, weekly and monthly. I find many retailers don’t take the time to learn the capabilities of these systems. For those retailers that don’t have a POS system, I recommend tracking sales manually to get a grasp on the when/what of sales.  It takes some effort but can pay off big in the long run.

How can KPI’s help grow business? Here are just a few examples:

Average Sale/Sale by Category 
I worked with a coffee shop that needed to increase revenues by 10 percent which represented an increase in sales of about $2000 per month. She was going to invest $6000 in advertising to increase traffic to achieve her revenue goal. By knowing her average sale, which was $3.95, we were able to bundle two items as a special at $ 4.75. Just by upselling her regular customers, she was able to increase revenues without spending a dime or giving up any profitability.

Sales by Day of Week/Daypart
By knowing when you are selling (or not selling) you can create a strategy to improve business during peak and non-peak times.  For example, a pizza restaurant offered a daily lunch discount each weekday  Upon  analyzing his day/daypart numbers, we found that Thursday and Friday lunches were triple the volume of Monday through Wednesday. Since business was so good later inthe week, there was no need to continue offering a discount on those days. The owner was able to increase profits during the peak sales days and offer steeper discounts to lure customers during the off days.

New vs. existing clients
A beauty salon client did not track new vs. existing clients or client retention. Once they analyzed their numbers, it was clear they were getting plenty of new clients; they just weren’t retaining them. By understanding that, they were able to implement a two-fold strategy that included customer service training for the stylists to insure greater customer satisfaction- and ultimately their return -as well as a new customer welcome program that offered new clients discounts for pre-booking their next appointment.

Customer profile/demos
Take the simplest customer demo – the zip code. I recently worked with a franchisee for whom the franchisor did a quarterly mailing. In comparing the zip codes of the mailing to the actual client zip codes, we saw that the franchisor mailing list did not match the current client base. Armed with this information,  the client was able to inform the franchisor so they could create a more geographically accurate mailing list and thus, better results from the marketing dollars spent.

These are just a few examples of how understanding the nuances of revenue can help a small business owner create better – and sometimes very easy – strategies to grow business.

Key Performance Indicators
While not all are applicable to each business, here’s a list: 
                Sales per employee
                New clients per week vs. repeat clients
                Sales per square foot
                Average check
                Sales by category
                Merchandise vs. service
                Lead sources
                Sales by day of week/day part
                Sales conversion rates
                Customer profile

Which work for you? Start tracking them today. Learning how you make your money is the first step to making more!

Until next time remember,
You can do this!
Angel

Asking for a bad review

You know how positive online reviews build credibility and trust with prospects. Hopefully you’ve trained your staff to remind customers to post words of praise on the review site of their choice.

But what about bad reviews? What do you do about the slightly or extremely disgruntled customer? Do you just let them walk and hope they don’t spew venom online?  

Here’s a better strategy for controlling negative reviews: ask for them!

If you sense a customer is having an issue, ask them to tell you about it. Solve the problem privately before it becomes public. But in the event the disappointment comes later (at delivery, for example) use one of these clever tactics to steer the negative feedback away from the review sites and directly to you!

Here are two great examples of this strategy.

Greek Eats Restaurant

This restaurant attaches a card to each order, asking for “notes” about your order. It’s a polite and subtle suggestion to voice your opinion and they make it easy for the customer to contact them directly should they have a problem.

Modani Furniture

This company sends an email after purchase (in fact, they send it out multiple times). It’s a much bolder approach that asks, “Would you recommend us?” then offers two links. The first leads to Google reviews. The second asks point blank, “Your experience not so great?” with a link to contact them directly. It’s a brilliant way to steer customers to privately voice their concerns.

Of course, if someone sends you negative feedback directly, be sure to resolve the problem quickly so it doesn’t escalate into a public and negative review.

Don’t be afraid of criticism. Ask for it! It will help you create a better, more customer service- oriented business and keep issues private rather than on a public forum for all to see.

Until next time remember…
You can do this!
Angel

Want more information on how to better manage and use Yelp and other online review platforms? Click here to get instant access to my free cheatsheet, Yelp Help!

An easy way to light a flame under your holiday sales

U.S. retail sales of candles are estimate at $3.2 billion annually! That’s billion with a “b.” And that’s not including accessories!

Candles are universally loved, make great holiday gifts and are a relatively inexpensive way to add ambiance to any home. It should come as no surprise really, that 35% of all candle sales occur during the holiday season (and the majority are bought by women).

Candles can help increase average sale this year in just about any category of store, from clothing boutiques to restaurants, hardware stores to beauty salons. And they make gorgeous visual displays!

Here are 4 tips for creating candle cash this holiday season

Explore local makers on Etsy and other crafting sites to find interesting and possibly exclusive lines to carry. Look for themed and specialty candles like those created specifically for men.

Bundle candles at special prices with other items to make them irresistible.

Offer them as a gift with purchase.

Gift wrap a selection as a great grab and go gift option.

Until next time, remember….
You can do this!
Angel

Research from candles.com

Ignoring your Yelp rating can actually cost you money! A Harvard study says so!

Many restaurant owners discount the impact of Yelp. A study from the Harvard University Business School suggests that's not a great idea.

The study, Reviews, Reputation and Revenue: The Case of Yelp.com. presents three findings about the impact of consumer reviews on the restaurant industry:

1. A one-star increase in Yelp rating leads to a 5-9 percent increase in revenue

2. This effect is driven by independent restaurants; ratings do not affect restaurants with chain affiliation

3. Chain restaurants have declined in market share as Yelp penetration has increased

This should be a powerful motivator for every independent restaurant owner! There is huge opportunity to meet and beat chain competition by providing exceptional food, service and quality AND carefully managing your online reputation!

Time to go get yourself another star!

Until next time remember, 
you can do this!

Angel

 

Want more information on how to better manage and use Yelp and other online review platforms? Get instant access to my free cheatsheet, Yelp Help! Click here

Are you making a great "last" impression?

So much is made of first impressions in business. But it's that all important last few minutes of a customer visit that can make all the difference!

2 Steps. More Money. 7 Days.

4 tips for getting your fair share of the boomer dollar - and why you want it!

While you're chasing after the millennials, you might just be missing out on big boomer bucks!

Best. Greeting. Ever.

A store's greeting should set the expectation for the entire experience. 
Learn more about greetings including my vote for the Best. Greeting. Ever. 

Five Lessons Local Retailers Can Learn from the Musical Hamilton

To be clear, I haven’t yet seen Hamilton. I do, however, have a somewhat, uh, obsessive relationship with the soundtrack.  And like anyone who hasn’t lived under a rock for the past few years, I am familiar with its place as a phenomenon not just on the Broadway stage but as an American cultural game changer.

I was listening to the music today and it occurred to me that there are a lot of lessons independent retailers can take from the show, it’s creator and it success -- as they create their own game changer – a retail renaissance.

Lesson # 1
Humanity makes the difference

In retail, we have plenty of choices – brick and mortar, online, local, chain, specialty.  There are hundreds of ways to purchase goods.  Similarly, there are any number of books about Alexander Hamilton available should you care to brush up on some history.

So how did the Broadway show take history off the page and create a larger than life experience?

Humanity.

By giving Hamilton depth and personality, the show connected audiences with a person and a moment in history even if – and here’s the real beauty of it -  they didn’t particularly care about the subject matter.

The same goes for successful retail.  The four walls of a store aren’t much different from the pages of the book or the competition, for that matter.  But even if those walls are filled with the most interesting and original items for sale, success will be elusive unless you create an emotional connection with your audience.

And the connection needs to take place across the spectrum of goods sold, from the luxurious and innovative to the seriously mundane.  The same way Hamilton lifted a seemingly dry character from the pages of history, smart retailers and marketers are understanding that you can (and must) make even the ordinary appealing. Yes, even a screwdriver can be special if you understand the buyer will be using it to hang a baby picture in their first home.  

Retail, done with humanity, can become a moment in someone’s own personal history.  

Lesson #2
Speak the same language as your customer

Lin- Manuel Miranda, the celebrated creator of Hamilton, chose to tell the story by using the musical language of rap. By doing so, he elevated not just the story but the way it was told. That language resonated with many.

Yet in brick and mortar retail we are trying to get new customers but still, by and large, talking the old-fashioned way. Asking the same old questions (“Are you looking for something special?”). Using the same old displays and traditional store layouts. Trying to attract customers with the same stale promotions.

Consumers tell us every day through their actions that they want new ways to communicate. Whether it be more information available online for research, richer in-store experiences, new technology to enhance the sale… we need to elevate our stories in ways that today’s consumer can hear and understand.

Lesson #3
It takes a team to build a brand

A Broadway show is a business that requires a large investment of cash, big marketing dollars and a renowned cast to keep seats full. Even though Hamilton is the central character, his story is told through the voices and experiences of those around him. And although Lin-Manuel Miranda, the star of the show, might have absorbed much of the spotlight, his ensemble cast was so carefully crafted that when he, and other members of the founding cast left, tickets still remained at premium prices and difficult to get. The show did not rely on a single star for it’s luster but rather, built a solid brand through its teamwork.

The same theory holds true for a local retail operation. Small shops often work lean, reliant on the owner or a single superstar sales person to function. There’s no cross training, no bench – no understudy. And when the day comes a key person leaves and the experience deteriorates along with the brand. Tomorrow’s retailer will need to create incentive programs, meaningful training programs and long-term career paths to build strong teams, healthy businesses and enduring brands.

Lesson # 4
Build your tribe (s)

This is where Hamilton enters phenomena territory. And where only the most successful retailers will ever emerge.

Most retail, even the most successful, generally relies on a core, targeted audience. And quite frankly, niching down to scale up is a solid strategy.

But Hamilton has been able to appeal to the broadest possible audiences through a series of well-defined niches.  Had the rap musical relied strictly on Broadway regulars, it might have been less successful. But Hamilton was able to appeal to multiple niches and provide an equally meaningful experience to all.

Here are just a few:
   Broadway lovers
   History lovers
   History lovers who don’t know rap
   People who like rap but didn’t care about the show’s subject
   People who like being on the cutting edge of what’s cool and hip

The depth of their appeal is staggering!

Small shops may never achieve such mass appeal; it’s not their job. But the more well-defined niches they can serve and serve well, the stronger their business will be.

Lesson #5
Create indisputable value

To bottom line it, Hamilton tells people a story they didn’t know they wanted to hear in a way they never expected to hear it. And people demanded to be associated with it not just because they enjoyed it, but because it made them appear to be hip and cultured!  That’s an awful lot to deliver for the price of a ticket!

But that’s exactly what Hamilton did. The show created such value in the minds of the consumer that objections to the ticket price – even the sky high premium prices --didn’t even enter the discussion. That’s the gold standard in Broadway – and retail!

Another great way to use your online reviews to grow business

Today's 90-Day Challenge video talks about using on-site reviews as a mini-research lab to gain insight that will help improve business and craft a marketing message that truly resonates! #retail #restaurant

Are you missing the obvious?

No matter how good we are at running our businesses, there is almost always some obvious little tweak we can make to improve it. Here are a couple of stories about how missing the obvious was hurting two small shops.

In case you were wondering how I help retail and restaurant owners achieve transformation in just 90 days, I use a 3-Step Success Stack. Learn more about it here.